This 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, and free e-books.
This article would be discussing the 4 techniques of inbound marketing that will scale your business but before we proceed we would like to tell you about its four stages.
Four stages of Inbound marketing
This is a very important stage because if you can’t pull, you can’t convert. The reason is that many ads fight for people’s attention, on average someone is likely to see about 4,000 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.
This stage involves you converting your audience to your leads. The conversion stage is not as difficult as the attraction stage because you have gotten their attention. This is an indication that they are already interested in what you are doing and feel that your products/services will be of benefit to them.
Once you have them as your lead, the next stage is to make them your customers. This is done through email marketing or CRM.
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?
It aids you in saving costs because it reaches your target through inorganic means. It also uses the means of educational content to enlighten your potential customers on your products or services.
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. It will aid them to come to buying decision.
The 4 Techniques of Inbound Marketing
Create Compelling Headlines
On average, five times as many people read the headlines as reading the body copy.
As I said before people see a lot of ads but pay little attention to them. Having a compelling headline can catch their attention.
A compelling headline with poor content has more potential of generating more leads than rich content with a less compelling headline. I am not saying you should have bad content but my point is having a compelling headline is more important whether it is a video, blog, or email. It is better to have both a good headline and content.
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
There is a reason word of mouth is the most effective form of marketing. Customers check reviews of products or services before they purchase. The customer buying decision becomes easy when they hear and see someone else use it.
This is one of the reasons why having online reviews is important. Customers look for reviews because they trust other people’s words more than yours. Big brands use this technique a lot. For example, many unboxings of phones done on YouTube are sponsored by phone brands. They want other people to do the talking for them by providing valuable content.
Storytelling makes your content engaging and also has a huge impact on your audience. For example, Rich Dad Poor Dad is a financial book that has sold over 32 million copies. Financial books don’t always sell many copies because they are known to be boring and only catch the interest of financial scholars or those interested in the financial world. But Robert Kiyosaki managed to make a topic that looks boring into a very interesting one through storytelling. This is one of the reasons why it is one of the most-sold financial books of all time.
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. Your content, product or services has 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.
- 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 and 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 customer’s personas. This isn’t something you do once and forget about it, it’s a continuous process.
- Personalize: Potential leads are likely not to move forward with you because of the little effort in your marketing.
You’ve got to make them feel special. 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 can take your brand to a new height. This is why Sidona Media uses this marketing startegy perfectly to take your business to a new height.