You have probably heard the saying “what is good for the customer is good for business,” this speaks to the idea of inbound marketing methodology. The purpose of inbound marketing is to grow business by focusing on offering customers solutions and opportunities that in turn have a positive effect on business. It is about building connections with customers and ensuring their long-term satisfaction. Use GROWL’s guide to enhance your inbound marketing strategy.
Inbound marketing 101
The driving idea behind inbound marketing is to gain attention organically, then produce content that keeps customers coming back for more. This marketing strategy is about more than sales and numbers, it’s about offering support in a way that makes the customer feel empowered and builds trust and loyalty that serves your business in the long run. Inbound marketing includes three key stages: attract, engage, and delight.
Attract, engage, delight – the basics
The three parts of inbound marketing – attract, engage, and delight – work in a cyclical fashion, meaning as you attract, engage, and delight your customers the process accelerates. This in turn leads business growth as your customer base grows faster and stronger.
To attract customers, businesses must provide something of value. Published content must offer a solution to customer problems or meet a need they have. Knowing your brand, and your audience’s needs will help craft your content with keywords that build your visibility organically through SEO.
Engaging customers focuses on building the long-term relationship. You need to keep them coming back for more; this idea speaks to providing value for your customers through offering solutions. Think of it as selling solutions rather than selling your product.
Delight your customers by keeping customer service and support at the forefront of your business strategy. Communicate with your audience and let them know that you hear them and that you care.
GROWL’s top 5 way to enhance your inbound strategy
SEO & Content Marketing
Search engine optimization and content-driven strategy are ways to reach potential customers and offer solutions or resources. With SEO, your brand can leverage its search ranking and authority through keywords and link building. These keywords should be consistent through all content marketing. Content marketing should offer free and gated resources, teach prospects about your expertise, and position the brand as a thought leader. If you craft content that fits your customers needs, they will be able to find you through a search engine when they are looking for a solution that you provide.
Social media is critical when it comes to building and maintaining customer relationships. Build strong, engaging profiles on platforms that fit your business and audience demographics. This is a great place to attract customers and engage with them. Rather than only publishing content to sell, social media messaging should be structured to accentuate your brand’s identity. Social media can be a great place for lead generation when used strategically.
Blogs are a great way to provide valuable content to your customers and build out your SEO. Through your businesses blog you can publish content that teaches, intrigues, and captivates your audience. Your blog page is where you can link your related social posts to help drive people to your landing page to connect with your business on a deeper level.
Your landing page structure should build built out in a way that satisfies SEO, while visually captivating the audience, as 94% of first impressions are design-related. There should be a natural flow for the viewer so that their needs are met, because functionality and visual features go a long way to add to your credibility. Providing a clear way they can connect with you get the solution they need is also important. Here, your brand can leverage pop-ups and other strategies to capture emails for future campaigns.
Email marketing is your direct line to your customers. With the rise of all types of marketing, email still remains dominant with 82% of companies utilizing it for sales. Annually, 3.9 billion users use email (nearly half of the world’s population). Enhance your email marketing by using creative language, images, and even video. By regularly communicating with your customer via email, your brand will remain top-of-mind, even through the noise.
Remember, inbound marketing is about building trust through brand loyalty rather than hard sales. Need help creating a winning inbound strategy? Contact the GROWL team today.