Put simply, inbound marketing is a methodology that puts your customers at the heart of your marketing campaigns and business goals.
Intrusive, depersonalised marketing tactics, or outbound marketing, doesn't provide the kind of tailored experience your customers now desire and expect when making a purchase online.
Inbound marketing provides solutions to your customers by delivering personalised, meaningful content and marketing messages that inspire and engage them throughout their buying journey.
At Perspective Design, we truly believe that inbound marketing is the key to building long-lasting relationships with your prospects and customers by providing content that really engages them, and ultimately delivering sustainable growth for your business.
The three stages of Inbound Marketing: Attract, Engage, Delight!
The inbound methodology can be broken down into three stages according to where your customer is in their buying journey:
The Attract stage is all about creating content that draws customers to your product. Think about who your ideal customer is and how your product is the solution they’re looking for. By creating semi-fictional “buyer personas” you will be able to start creating and publishing content that appeals to the right audience at the right time.
Providing valuable, tailored content to your prospects establishes a relationship with them and positions you as a trusted source of information, allowing you to influence their purchasing decisions later down the line.
Some examples of content you could use in the attract stage include:
- Blog posts
- Social Media
The Engage stage is where you begin to establish a long-lasting relationship with your customer. By providing insights and solutions in a timely manner throughout their buying journey you increase the likelihood that a prospect will buy from you.
This is the stage where the customer is beginning to take action towards making a purchase so it’s important to consider how you capture their information, what your customer journey looks like, and make sure they enter your sales funnel.
Ensure you are always adding value for your customer and tailoring their experience rather than focussing on a purely transactional relationship. Placing value on your customer’s experience is a great way to ensure repeat business.
Some examples of engaging techniques include:
- A call to action on your website
- Live chat
- Email marketing sign-up
- Data capture form
- Gated content
The Delight stage ensures your customers continue to feel supported and valued beyond their initial purchase, and where that long-term relationship you’ve been working to establish becomes a reality.
By continuing to provide excellent service and valuable insights to customers after they have purchased from, you encourage them not only to choose to purchase from you again, but to become a promoter of your product amongst their own network.
Some examples of how to continue to delight your customers include:
- Customer satisfaction surveys
- Ongoing product support
- Continued social media engagement
- Automated marketing and CRM integrations
- Guides on how to get the best from a new feature/product update
Inbound marketing can really help you on your journey to achieving your growth targets by creating long-lasting relationships with your customers, increasing loyalty, average order value and reducing customer churn.
If you want to get started with inbound, get in touch with us today to book your free strategy session where together we’ll:
- Review your current business and marketing strategies
- Set some achievable goals for your business growth
- Find the biggest issues that are preventing your business from growing
- Get actionable recommendations to kick-start your business growth using inbound