Traditional marketing is becoming less and less effective, yet more inefficient, and has decreasing success rates. Customers are becoming more selective, more educated in the products and services they want, and ultimately they’re becoming better at blocking out unwanted sales pitches and advertising.
Enter the inbound marketing way. Inbound marketing is an approach built around giving the buyer control, educating, informing, and engaging them by creating content that attracts them to your website, products and services.
Inbound marketing focuses on reaching the target audience and answering their questions before they’ve been asked, and solving their problems before they have to start looking for the defined solution. Inbound marketing acts like a magnet, bringing potential leads to you.
Inbound marketing turns strangers into promoters to help build your business organically.
Facts & Figures
Don’t just take our word on the power of inbound marketing, research carried out by HubSpot uncovers some undeniable evidence that the marketing landscape has changed:
61% of global Internet users research products online
44% of online shoppers begin by using a search engine
SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate
86% of consumers stated that using a search engine allowed them to learn something new or important that helped him/her increase his/her knowledge
How does it work?
The inbound marketing process has 4 simple stages that take a stranger all the way through to a customer and ultimately a promoter of your business.
Here’s what it looks like:
You can see that inbound marketing focuses on 4 main stages: attracting, converting, closing, and delighting.
The illustration also shows the sorts of sales and marketing activities needed at each stage to move your prospects through the process.
Inbound Marketing: a simplified process
An overview of the activities and tools needed at each stage to make the inbound process work for ScheduleIt is:
- Attract – Get traffic
Create blog content, search engine optimise (SEO) that content, and promote it on social media sites. Find out more about how we attract traffic
- Convert – Get leads
Place calls-to-action throughout your website, blog, social accounts, and email to drive visitors to landing pages with forms. Read more about our conversion optimisation techniques
- Close – Get customers
Send leads targeted, automated emails to drive them through your buying cycle. Provide your sales team with lead intelligence for more effective sales calls. Find out more about how we close sales
- Delight – Analyse and optimise
Analyse the success of your marketing campaigns, and determine which areas need further optimisation or personalisation for future success.