How Inbound Marketing Works?

What is Inbound Marketing?

The idea behind Inbound Marketing is to create content and experiences that are both interesting and useful to the target audience. So instead of actively reaching out to them, the strategy is to become present in their online life, offering help whenever they need — even if they don’t want to purchase something right now.

All the companies that understand the value of relationships and emotional connections with potential clients use Inbound Marketing these days. This means that companies are interacting and engaging on social media and providing relevant information on topics that may interest potential buyers, which also creates a voice and a face for the brand.

A great Inbound Marketing strategy achieves the following milestones:

• the company improves lead generation and lead quality;
• the company’s website increases the traffic from organic sources;
• the contents rank better on search engines (especially Google) and the brand is more visible;
• conversion rates are increased so the company sells more, spending less;
• marketing ROI improves overall.

All these positive results are achievable by any kind or size of business. You just need the right tools and the right plan.

Inbound Methodology

With this in mind, the inbound methodology originally divided the sales pipeline into four essential stages known as the inbound marketing methodology: attract, convert, close, and delight.

Attracting Visitors

The stage of attraction is effective in quickly moving leads through the buying cycle. Sales teams using an outbound strategy can dedicate too much time to hunting down qualified leads and customers. As such, much of the company’s time is wasted on searching for potential sales, rather than doing the actual selling. In contrast, an inbound strategy requires less time because it attracts interested visitors to your site via your online presence.

Helping You Understand Your Audience

An inbound strategy is also effective in the sense that you can figure out where your customers are in the buying cycle. An inbound strategy can provide you with an abundance of lead intelligence through your analytic reports.

Converting Leads

To convert new leads into probable prospects, inbound marketing includes calls-to-actions (CTAs) and landing pages. CTAs typically offer an enticing piece of content, such as a marketing resource, in an effort to get visitors to exchange their contact information in exchange for the content asset.

Converting Leads into Customers

To complete the last stage of the buying cycle, inbound marketing will help you convert your prospects into customers. This may usually involve a form of marketing automation—software. That automates repetitive marketing tasks and improves the overall speed and efficiency of the buying cycle.

Benefits of Inbound Marketing

Reach the right audience in the right place to generate quality traffic

By focusing your inbound marketing strategy on reaching the right audiences in the right places, you can attract your target customers in order to meet your digital marketing objectives. This is the alternative to spending money attracting traffic from people who are unlikely to ever convert.

Increase trust

Inbound marketing is all about giving potential customers the information they are looking for – even if they don’t know it – in a creative and engaging way. It’s not about pushing unwanted sales at every opportunity. By using inbound marketing as a way to present your brand as a useful and reliable resource, the hope is they’ll come to you when the time to purchase does arise.

Protect from over-reliance on one channel

By pursuing quality traffic from a variety of sources – organic search, social media referrals, referrals from other websites talking about your amazing work – you reduce the reliance on one channel alone, and therefore the associated risk.