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The Fundamentals of Inbound Marketing
Imagine a kind of marketing where customers come to you.
No time or money is wasted on the ‘scatter-gun’ approach, where you cast the net wide, hoping that some of your advertising reaches the right people. Instead, using a targeted strategy, people seek out your business to purchase a product and/or service.
Welcome to the world of Inbound Marketing!
%
of Australian and New Zealand organisations primarily conduct inbound marketing. (Hubspot, 2018)
What does it mean?
Used in the right way, inbound is a powerful tool that has totally flipped traditional advertising and marketing on its head. And this is largely due to the power consumers now hold when it comes to making informed choices before deciding to buy.
The ‘online world’ allows people to:
Ask for recommendations from others
Read reviews
Understand their needs and do their own research – simply by typing a query into Google
So what does this actually all mean …
Most marketing and advertising is really only successful if you are reaching potential customers at the exact point they are ready to make a purchase. And you can’t rely on a billboard or magazine ad to deliver that kind of accuracy in timing.
Something to ponder:
Think about the last few times you were on your own journey to buy something – what were the steps you took to get there?
Today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they will engage with a vendor’s sales rep.
– Forrester Research
What are the key elements to successful inbound marketing?
Inbound has plenty of elements that go into making it a well-functioning marketing technique, but you don’t have to start with them all. In fact, it’s best to get the basics right, and build from there.
Marketing Automation
This is the brains and the heart of the system. It helps you to manage content, social posting and sending out emails, while also monitoring what is working (or not).
Your Website
It is crucial to have an up-to-date, effective website that introduces people to your brand, and encourages them to engage with your business.
Content
Inbound Marketing is nothing without content as this is ultimately how people will find your business. From blogs to videos, expert articles and videos, creating content is key to building brand awareness and getting consumers to buy from you.
Distribution
How will your content reach people? Perhaps it is largely via social media, or if your sales process incorporates lead generation funnel, email may be the best channel to use.
Inbound marketing is the process of helping potential customers find your company – often before they are even looking to make a purchase – and then turning that early awareness into brand preference and, ultimately, into leads and revenue.
Step 1: Understand your customers.
This is about really looking at who is buying from you and why they do. Pinpoint their demographic, location, wants and needs. Build up a picture of your ideal customer so you can become their friend.
Step 2: Develop a 1 to 1 relationship.
Work out how you are going to talk to potential customers on a one-to-one basis (like you would a friend). Consider how to communicate with them on a more personal level.
Step 3: Focus on delivery of your message.
Know where you need to go to reach your customers – not what is just easiest for you.
Step 4: Never ‘set and forget’.
Inbound is constantly moving, so you need to always be measuring what is working, what isn’t, and continue to create meaningful content. Ensure you are constantly improving your offering.
So, think that all this Inbounding Marketing stuff sounds pretty good? We do too. It’s something we live and breathe here at Roger, Roger. And here’s where we suggest you start in terms of developing an inbound plan.
Written by: Cory Gordon
Cory is your key contact for developing an Inbound Marketing strategy.
With 20 years of marketing experience in businesses of all sizes, industries and segments (we’re talking SME, large global organisations, B2C, B2B, retail, education, automotive, and fashion), he has the ability to add real value across all levels of an organisation.
More than just a senior marketer, Cory is your general nice guy, he is a father and a husband, and a lover of all things Star Wars.
Think you might need help setting up an Inbound Marketing plan?
Just ask, we’re here to help.