Inbound marketing is a methodology that relies on attraction. As a response to the interruption-based methods of outbound marketing, inbound marketing was developed to draw in visitors by providing solutions for pain points, giving away information for free, and offering opt-in methods of communication through forms and emails.
Inbound marketing helps you focus your energy on people already looking for your product or service. By providing education on problems through SEO-focused content creation, social media, and landing pages with helpful downloads, you can attract visitors who have expressed the pain points you’re well positioned to solve. That means a quicker path to ROI.
Since it’s permission-based, inbound methodology helps you comply with CAN-SPAM laws that developed due to increased concerns over user privacy and data sharing without consent. As more laws like GDPR come into effect – and as we all continue to be drowned by unsolicited marketing – inbound provides a way to grow your business and delight prospects along the way.
In addition to the legal advantages of inbound, permission-based marketing reflects positively on your brand, strengthening perceptions of trust and value. Respecting privacy and attracting new customers vs. interrupting them means a focus on adding value to the marketplace – which helps with customer acquisition, customer retention, and a flywheel of positive word-of-mouth, referral-based marketing.
Hubspot helped catalyze the inbound marketing movement and provides education and toolsets on how to grow with inbound marketing. We’ve been HubSpot Agency Gold partners since 2012, and can help you catalyze your own inbound marketing program. Magneti can help you drive inbound results through:
Buyer personas are semi-fictional representations of your audience that guide campaign planning, messaging, and segmentation. They explore traits like demographics, psychographics, buying triggers, barriers to purchase, and motivating factors.
These characteristics are summed up in the form of one ‘persona’ per key audience segment – i.e. ‘Marketing Mary’ or ‘Executive Ed.’ Buyer personas can be done without substantive research, but – without validated audience insights – they largely become a creative exercise.
Powered by research, buyer personas have the ability to unlock higher tiers of marketing results and drive ROI. Understanding your customers in-depth is the foundation for successful inbound marketing. Clearly articulating pain points, understanding motivations, buying considerations, and what aspects of a solution are valuable vs. extra fluff provide inputs for valuable content creation – and a clear path to purchase.
Do your potential customers need executive buy-in before they can choose your solution? How do you identify new prospects, then move them all the way through to becoming a delighted customer, eager to refer your brand to their network? Knowing what the buyer’s journey looks like for each of your key customer groups – and what can remove friction along the way – is a crucial input for successful inbound content creation.
With buyer personas and journeys mapped, the next step of inbound marketing is to create content that draws in new leads – and subsequent content that moves them through the funnel towards a purchase. Understanding what content your competitors offer and what information is missing in your market through an audit can help you answer previously unmet customer needs. By providing value at each stage of the buyer’s journey with the right content, you can create a digital marketing machine that drives new revenue for your business and attracts happier, healthier customers.
Testing different content types, formats, and topics can help you discover what drives the most conversions at each stage of the buyer’s journey. Building the right resources to complete a conversion funnel for each persona ensures you don’t leave revenue on the table.
Marketing automation can help you scale your inbound marketing efforts by establishing clear triggers that send automated touch points to your prospects based on their behavior. Email automation and nurture campaigns provide ways for you to reach more prospects with personalized information, and tools like workflows in HubSpot help you monitor performance in real-time.
SEO ensures you maximize the visibility of your website, and helps establish a long-term, sustainable roadmap for the growth of your marketing. Knowing what keywords your audience is searching, where your competitors fall short, and how to comply with the latest search engine practices can help you rise to the top of your market.
Pairing content creation with paid advertising can help you maximize your marketing results. Knowing what channels to advertise on, how to run the right tests and scale your spend, what gated resources to offer, and how to establish the right tracking infrastructure means that every dollar is well spent – creating momentum for a fully mature marketing ecosystem.
Inbound marketing helps you establish a sustainable, results-driven marketing machine that attracts leads and provides you with the tools to convert them into customers. Save yourself the headache of a fully outbound approach, and start laying the foundation for a system that grows over time – rather than one that requires interruption, frustration, and non-stop cold calling.