Inbound marketing is a business methodology that gives valuable content to attract an audience and turn these audiences into potential customers. The power of inbound marketing is its pulling ability through various ways like SEO, educational videos, social media, free e-books.
There are four stages of Inbound marketing
Attract: we like to call this the pulling stage. This is very important because if you can’t pull, you can’t convert. The reason is that many ads fight for people’s attention, on average someone would see about 5,000 to 10,000 ads in a day. This results in banner blindness because the human brain can not take in and digest so much information all at once. This stage of inbound marketing is highly significant and probably the hardest.
Convert: the conversion is not as difficult as the attraction stage because you have gotten their attention and that shows that they are already interested in what you are doing and feel that your products/services will be of benefit to them.
Close: Once you have them as your lead, the next stage is to make them your customers. This is done through email marketing or CRM.
Delight: People get tired of you trying to sell them stuff every day, it is important to delight them by providing them valuable content, this is like the first stage but this time you are providing content to build trust and comfortability between them and the brand. This is done through blogs, social media posts…
Why Inbound Marketing?
Aside from the fact that inbound marketing saves cost because you don’t need to do inorganic ads, inbound marketing helps with your potential customer buying decision. People don’t just purchase at once they do research most of the time. 81% of online shoppers are said to conduct online research all the time.
Ways To Improve Your Inbound Marketing
Create compelling headlines:
On average, five times as many people read the headlines as reading the body copy.
Use the power of visuals: People love visuals. Visuals could be pictures, images, and charts because it helps them to be patient with your content. People tend to be impatient with long blog posts with little visuals or no visuals.
Let others do it for you: This is very important because people like to check for reviews of your products or services before making a purchase. This is why it is important to have reviews on your landing page/website.
The reason why people look for reviews from other people is that they know that you would never talk bad about your product or services but when others do the talking then there is trust because those people were once potential customers/ leads like them until they became customers. Big brands do that but they might not have reviews on their website but they allow YouTubers do it for them. For example, many unboxings of phones done on YouTube are sponsored by those brands. They want other people to do the talking for them by providing valuable content.
Use the art of story: The power of storytelling is not just in the fact that storytelling helps the reader or viewer to continue with your content but few remember it because the human brain can’t process a lot of information at once.
Storytelling helps one to remember what they saw in your content. Let me use an example here, I read a lot of financial books but I tend to remember Rich Dad Poor Dad because it compromises storytelling it might be more of a storytelling book. You want people to always remember your brand. Also, what it represents, and one of the ways to do that effectively is through storytelling.
Principles of Inbound Marketing
Moving forward; there are principles to inbound marketing that should guide you in creating or launching your strategy- Standardize, Contextualize, Optimize, Personalize, & Empathize (S.C.O.P.E).
- Standardize: This highlights the importance of consistency. Every brand has a story to tell. You’ve got to be in line with your brand story. Make sure that your brand message is consistent.
- Contextualize: Now, while you’re trying to stay consistent with your brand message to your customers & prospects, make sure it resonates with the right people and at the right time.
If you’ve heard of a buyer persona, this is where you implement it. Take into consideration the pain points of your buyer persona, their sage in the buyer’s journey, and your mode/ channel of delivery.
Keyword: Buyer persona: A fictional character that represents your ideal customer.
Optimize: The whole concept of optimization is to make your content better. You optimize your content to make a clear hypothesis based on the performance of your content or campaign. For example, if you’re running an email campaign, you get to see the click-through rates, the open rate. Now with this, you can tell if you need to change something, it could be your email header or the email content to be in line with your personas. This isn’t something you do once and forget about it, it’s a continuous process
- Personalize: It’s so cliché how everyone is doing the same thing. Nobody likes cold calls or emails but still, we do it. Trust me, your customers know these things. They are likely not to move forward with you because of the little effort in your marketing.
You’ve got to make them feel special. Don’t just use the information they provided when signing up to bombard them with cold emails, etc. Make an effort to show that you did your research about them by using their names, etc. That way, you can build a relationship with that customer.
- Empathize: Never forget that your customers are humans. You have to show them that you understand what they are going through and that they are not alone and you’re ready to help them win.
It’s important to form an emotional connection with your prospects or customers as this builds long-lasting relationships.
Inbound Marketing has the capacity to take your brand to a new height. This is why Sidona Media uses inbound marketing perfectly to take you to a new height.