What is Inbound Marketing?
Inbound marketing is a marketing plan that encourages people to actively seek out and engage with your brand. Common tactics include social media, content marketing (such as sponsored content and blogs), and search engine optimization (SEO). Inbound marketing attracts prospects and encourages them to engage with your brand to convert them to paid customers.
Example
1. Attract: In the attract stage, the goal is to grab the attention of potential customers and make them aware of your brand. This is often achieved through content creation and optimization for search engines (SEO), social media marketing, and other channels where your target audience is active.
Example: Let’s say you own a software-as-a-service (SaaS) company that provides project management tools for startups. To attract potential customers, you create blog posts, videos, and infographics on topics like “Top 10 Productivity Hacks for Startup Teams” or “How to Streamline Project Management for Small Businesses.” Sharing these resources on your website and social media channels attracts entrepreneurs and small business owners searching for solutions to improve their project management processes.
2. Engage: Once you’ve attracted visitors to your website or social media profiles, the next step is to engage them with valuable content and interactions. This involves nurturing leads by providing personalized experiences and guiding them through their decision-making process.
Example: Continuing with the SaaS company example, you might offer a free downloadable e-book titled “The Ultimate Guide to Project Management for Startups” in exchange for visitors’ email addresses. With their permission, you can send them targeted emails that provide additional tips, case studies, and customer testimonials. These emails educate leads about your product and build trust and credibility, ultimately leading to higher conversion rates.
3. Delight: In the delight stage, the focus shifts to providing exceptional customer service and support to existing customers. By exceeding their expectations and creating memorable experiences, you can turn them into brand advocates likelier to recommend your product or service to others.
Example: After a startup subscribes to your project management software, you provide them with onboarding tutorials, ongoing support, and regular updates on new features or improvements. You also encourage them to join a community forum where they can connect with other users, share best practices, and provide feedback. By continuously delighting your customers, you retain their business and benefit from word-of-mouth referrals and positive reviews.