Inbound marketing

Inbound marketing lures customers by offering them appealing content, and engaging with them. The approach pulls customers into a relationship with a brand rather than “pushing” them into making a purchase, which is how advertising works. Inbound marketing is also known as permission marketing as potential customers are giving a business permission to communicate with them. In other words, they are actively interacting with the company or brand.

Inbound marketing process

Content forms the core of inbound marketing. It includes text, images, and video that consumers seek out online, especially on social media sites, or in person at events, such as trade fairs, and share with their network of friends, family, and colleagues. Potential customers respond to inbound marketing because the business or brand is offering interesting and relevant information, entertainment, or content with emotional value. Businesses expect this interaction to culminate in a sale, or create brand recognition that leads to a sale.

Exploration Publish and actively promote content; use search engine optimization (SEO) to attract consumers online

Search engines, social media networks, web publishers, and third-party blogs

Decision-making Ensure that content captivates potential customers or solves problems for them; encourage two-way communication

Company website, blog, podcast, community, and interactive tools

Purchase Entice interested site visitors to become customers; make shopping online an easy and positive experience

E-commerce process, product, price, discount, and promotion

Advocacy Provide excellent customer service; spur customers to make recommendations and share on social media

Customer championing of product or service

Top types of content marketing

• 1. Blogs
• 2. How-to guides
• 3. Images
• 4. Infographics
• 5. Videos
• 6. Testimonials/reviews
• 7. Case studies
• 8. Internet memes
• 9. Email newsletters
• 10. E-books
• 11. Podcasts
• 12. Twitter chat
• 13. Newsjacking (giving content to news media)

INBOUND MARKETING STRATEGIES

Offline

❯ Optimize retail space Provide a well-designed physical environment that will both draw customers in and encourage them to come back.

❯ Engage media Generate press releases to gain media coverage. Focus on topics of real interest, especially ones that can be backed up by statistics and research.

❯ Interact face to face Conduct events in stores that provide a new experience/benefit to customers; rent a stand at a trade event and offer key information.

Online

❯ Post blogs Update company blog with appealing content to attract visitors.

❯ Create podcasts Produce content relevant to customers searching for information; engage experts to add value.

❯ Produce other content Post articles, photos, and videos on social media sites; target influential users to encourage viral sharing.

❯ Apply search engine optimization (SEO) Fill search engine listings with key phrases that answer specific questions; add inbound links from popular sites.

NEED TO KNOW

❯ Top of funnel marketing (TOFU) Offers content to grab the initial attention of potential customer

❯ Middle of funnel marketing MOFU Offers more detail and encourages participation

❯ Bottom of funnel marketing (BOFU) Attempts to win a sale with low pricing, offers, or via customer recommendations