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Inbound Marketing Methodology
We live in a digital world where the amount of content we interact with is overwhelming. People are becoming more and more familiar with the digital landscape and how to navigate it. Rather than bothering people with unwanted information, we use inbound marketing to deliver relevant content to the individual. Discover how inbound marketing can help you attract more visitors to your website, convert more leads and create longer-lasting relationships with your customers.
FROM OUTBOUND TO INBOUND
Traditional marketing - also known as outbound marketing - focuses on the distribution of a single message to the masses. This dated technique does not focus on what the target audience wants and needs. Tools such as cold calling, emails, and unsegmented advertising are used to bring a message across with lower effect.
Now that a consumer knows how to navigate through the digital landscape a lot better, and is more insightful about the content that they want to see, personalized marketing has a much higher value. Inbound marketing moves the focus from the mass attraction to the individual targeting. How? By offering clients valuable content that informs them, inspires them or solves a problem for them. As a result, the interest comes from the target audience themselves rather than it being pushed on them.
HOW DOES INBOUND MARKETING WORK?
With inbound marketing, you create valuable experiences for your ideal customer. By personalizing the customer journey and focusing on their needs, you make them feel like they are being listened to. As a HubSpot Agency Partner, we apply the methodology of HubSpot to offer our ideal clients the most personalized experience possible, guiding them through their customer journey without any unnecessary content. This is what it looks like:
Phase 1: Attract
In the first phase, we put the focus on content that defines a problem that a user can identify with. This could be through a blog, social media, website text, and SEO. Lead nurturing plays an important role here and is achieved through mechanics such as email marketing, constantly feeding relevant content so that you stay in the mind of the consumer.
Phase 2: Engage
Once the target audience has identified with the problem, we can move towards offering a solution. We give the target audience the feeling that we are the right people to help them. Through methods such as call-to-actions, landing pages, and web-forms, we convert visitors into leads. Once convinced of the knowledge and conviction of your organization, this is the moment a lead will decide to work with your organization or product.
Phase 3: Delight
After we have converted a lead into a happy customer, we must make sure to hold onto this satisfaction. We continue to nurture our happy customers to further convert them into "brand advocates". Next, to the NPS score (client loyalty measurement) and/or client satisfaction scoring, we make sure that we stay in the picture with relevant up and cross-sell opportunities.
A PERSONAL EXPERIENCE
Ultimately, inbound marketing simply boils down to offering the right content at the right moment. We segment visitors and leads and feed them content that fits their situation. A well-constructed user journey is essential for this to work. Besides this, we also look critically at every single step to see if we might be able to further help the target audience. The focus is no longer with the offering of products or services but supporting the customer in their journey from problem to solution.
GET STARTED WITH INBOUND MARKETING
Are you interested in how inbound marketing methodologies can make you more visible, attract more visitors and convert more quality leads to happy customers? We would love to show you how it works. Get in touch with us for more information or plan in a demo with one of our specialists.