I often ask people- how do you grow your business in this modernized market? Out of 30 Young Entrepreneur, 20 will definitely suggest me for online Inbound marketing. Do you think they suggest a better choice?
Precisely, A report by CII & KPMG– India’s digital industry is growing with 33.5% (2015-2020) and is likely to be growing with a constant growth rate by 2025.
Inbound Marketing is one of the important and complex marketing strategies in Digital Marketing Process.
What is Inbound Marketing?
By the conceptual definition we say,
It’s a digital marketing technique used to attract people with relevant content.
Let’s understand with an example-
Tell me, standing outside the shop what you first look for about the shop? Or what makes you gain your interest to get into the shop?
Answer– Something that attracts me or meets my mind’s expectation and finally, I step into the shop.
Yes! that’s what I was trying to clear by the Inbound Marketing Definition. Similarly, we draw people’s attention by this marketing strategy and retain them for our sales conversion.
Related Reading- The Marketing Mix Theory.
Inbound Marketing Strategy
Before I start explaining the strategies let me give you a minuscule idea of Customer’s Buying Process.
What is the Customer Buying Process?
A Consumer buying process is a directive process which is further divided into three simple stages Awareness Stage>Consideration Stage>Decision Stage.
When people are in need of something, they usually gather information about the product. Search online, ask somebody else- in any mean. Furthermore, they try to educate themselves for the product as they can’t make any buy unless they have a little knowledge about the product.
Consideration is the second important stage of a consumer buying process, where people have some sort of knowledge about the product they want to buy. And with those tenets they consider their product to make a purchase.
At this stage, finally, people full-proof the purchase decision. The decision can be taken in any manner- brand specific, offers, specification or features based.
How to use the Consumer Buying Process in Inbound Marketing?
We will now see how we can prepare a perfect inbound marketing strategy out of the consumer buying process. We create a funnel in this strategy with those buying stages and target people.
HubSpot Inbound Marketing specialist have defined “Inbound is a method of attracting, engaging, and delighting people to grow a business that provides value and builds trust.“
This digital marketing strategy focuses on attracting the best-fit customers through helpful and relevant content and interaction.
While a searcher is in the awareness stage, we know that he/she has been researching for the product details. If it is on my niche I can aware them of my product. Likewise, we can offer our product information with online visibility as they are stranger.
“Content Within Context is Inbound Marketing”
Read Top 5 Content Marketing Strategy Which Will Grow Your Business Like Never.
Marketing tactics to be taken:
- Presenting your online visibility
- You can attract people by providing them informative and relevant content
- You can create blog articles to educate them about your product
Convert them into Potential
When you educate them about your product now, take the second step which is to convert them into your potential customer list. Collect their contact information to nurture them for your product.
Usually, no one going to look forward without any fruitful exchange. so be smart here and give people exchange for collecting their contact details.
You can propound them to fill up forms with various free contents or services. you can provide e-books, webinars opportunity or demos to grab their attention. You can exchange or discount offer also.
Marketing tactics to be followed:
- Appeal them to fill up forms for your conversion or for future contact
- Exchange free contents to use their avidity
- Use E-mail marketing
Email marketing is one of the proven marketing tactics for any business to grow.
You have to remember one thing, you are creating a lead from your visitors, so be specified and segmented about your content relevancy.
In this phase, you have to bound your customer with the amenities of your product or service. Because in this phase people are generally in an utmost position to buy. They can choose any of the marketers who represents themselves perfectly. So why not you?
In addition, make a stand out in the market so that your customer can identify the value of your service.
Tactics should be followed:
- Generally, people like making a comparison between two similar product or services to choose from. So, give a brief comparison between your competitors and you
- Present your Testimonials
- Show your product Reviews
- Mention the Success Story
- And last but not the least bound them with your best Offers
This is the last stage of inbound marketing strategy where you need to focus- how to bind and secure your relationship with the customer base you have.
Likewise, buying or selling journey is not a single action strategy, if you cannot give the utmost satisfaction to your customer you can re-target them.
What do you need to do? Nurture them with various joining gifts or cashback offer so they likely to be impressed.
One more tactic which is also viable and many marketers implemented that within the business. It is nothing but a referral program. Which may extend your business or brand awareness and customer becomes your Brand Advocate.
Types of Bound Marketing
There are two types of bound marketing present. One is in-bound marketing and the other one is out-bound marketing.
In-bound marketing represents the tactics to attract people with online strategic activities.
whereas, out-bound marketing does work as traditional marketing tactics.
Here is a point to point comparison between these two marketing tactics-
|In-bound marketing||Out-bound Marketing|
|– Online marketing on the internet.|
– Facebook, YouTube, Google SERP
– We can use SEO, SEM, SMO, SMM,
Content Marketing, E-mail Marketing.
|– Offline promotion or marketing |
without the internet.
– Bulk message sending, Tv or Radio
– Tactics used- SMS, Tv Ads, Hoardings
The CMA says, 68% of online buyers spend considerable time for reading an article published by the brand they like. And you should also keep in mind that- the average online attention of a visitor is 8 seconds. If you can make them impress within this time, your inbound marketing strategy can hit the up to the mark.
Keep your prospects connected through the stages of a customer buying journey process. Don’t make mistake with your digital prospects.