Inbound marketing is a strategy for expanding your business by cultivating meaningful, long-term relationships with consumers, prospects, and customers. It is about appreciating and empowering these individuals to achieve their objectives at any point of their journey with you. Why? Because if your clients succeed, you will succeed as well.
The inbound technique is used in three ways:
- Attract: attracting the appropriate individuals by providing great material and engaging in dialogues that identify you as a trustworthy adviser with whom they want to work.
- Engage: engage them by giving insights and solutions that address their pain areas and aspirations, increasing their likelihood of purchasing from you.
- Delight: offering assistance and support to enable your consumers to be successful with their purchases.
When clients achieve success and share it with others, it attracts more people to your firm, resulting in a self-sustaining organization. This is how your business gains popularity, and it is for this reason that the inbound technique serves as a solid basis for your flywheel. The flywheel business model demonstrates the momentum your organization can generate by prioritizing and delivering an outstanding customer experience.
You may spin and develop momentum in your flywheel by investing in customer acquisition and retention initiatives – forces for your flywheel. Friction, on the other hand, is anything that slows your flywheel. Handoffs between teams are frequently the cause of the most friction for your consumers, therefore team alignment and communication are critical to keeping your flywheel running.
When your flywheel is built on the inbound model, your marketing, sales, and service operations may add force and reduce friction across the attract, engage, and delight phases. Every organizational function is also in charge of eliminating friction from your flywheel. In the attract phase, for example, marketing will most likely play the most important role by doing things like blogging, event marketing, and running paid ads, but your sales team can also add force by engaging in social selling, and your customer service team can add force by making it easier for current customers to refer others.
Once you’ve acquired enough consumers and engaged and delighted them, they can keep your flywheel spinning by advertising your company and bringing in new clients. Your flywheel allows you to grow over time without having to constantly invest in client acquisition.
Inbound Marketing Strategies:
These tactics will assist you in efficiently marketing to your target audience through inbound channels. There are unique techniques for each inbound approach to attracting, engaging, and satisfying consumers listed below to keep your flywheel spinning and help your business develop.
1.Attracting Techniques
Content generation and development are essential components of inbound marketing tactics that attract your target audience and buyer personas. Begin by generating and posting valuable material, such as blog posts, content offerings, and social media, to reach your target audience. Guides on how to use your goods, information on how your solution can address their problems, client testimonials, and specifics about specials or discounts are all examples.
Optimize all of this content using an SEO plan to attract your audience members on a deeper level through inbound marketing. An SEO plan would necessitate the targeting of certain keywords and phrases connected to your products or services, the problems you answer for clients, and the methods you assist target audience members. This will help your material and information to appear naturally on search engine results pages (SERPs) for individuals who are looking for it — also known as your target audience or the proper consumers for your business.
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2.Strategies for Engagement
When employing inbound techniques to engage your audience, make sure you communicate and interact with prospects and customers in a way that encourages them to create long-term connections with you. When employing these engagement tactics, including information regarding the value your company will bring them.
One example of a specialized engagement approach is how you handle and manage incoming sales calls. Take note of how customer service professionals handle calls from potential and interested clients. Also, make sure you’re constantly offering solutions rather than products. This ensures that all transactions result in mutually advantageous agreements for both clients and your company – in other words, you deliver value to your right-fit customers. To increase engagement on your website partner with Adsthrive, Digital Marketing Agency in Bangalore to get the best strategies.
3.Strategies for Satisfaction
Delightful inbound techniques keep consumers happy, pleased and supported even after they’ve made a purchase. These techniques entail your team members always serving as experts to clients. Incorporating clever, well-timed chatbots and surveys to assist, support, and get feedback from clients is an excellent approach to please them. Bots and surveys should be sent at precise moments in the customer’s journey to ensure they make sense and are useful.
When it comes to satisfying consumers, another crucial tactic is social media listening. Followers of your social media pages may utilize one of your profiles to express comments, ask questions, or share their experience with your products or services. Respond to these encounters with information that assists, supports, and encourages followers – this demonstrates that you are listening to and caring about them.
Finally, an inbound strategy centered on delighting customers is one that aids and supports customers in every scenario, regardless of whether or not your organization benefits from it. Remember that a happy client becomes a brand champion and booster, so manage all encounters, large and little, with care.
Using the Inbound Strategy in Marketing:
Your aim as an inbound marketer is to bring new prospects to your firm, connect with them on a large scale, and please them individually. You also collaborate with your sales and service teams to keep the flywheel spinning and the business growing. It’s a massive job, but the inbound technique will take care of it.
Inbound Marketing Strategy
Inbound Marketing is a strategy that utilizes many forms of pull marketing strategies to create brand awareness and attract new customers. The strategies are Search Engine Optimization, Social Media Marketing, Content Marketing, and Brand Awareness.
When you have a great quality product on your hands and you want to market it to your website visitors, offering them a free trial is a great way to optimize your conversion rates which is marketing speak for converting as many website visitors into customers for good ROI on marketing campaigns. Offering a free trial is a great way to build trust with prospective customers, it provides your customers with the information they need to purchase your product. Above all, it is an easy opportunity to introduce the product into a customer’s life, and make them dependent on it for their needs as a necessary aspect of their lives so that after the trial period ends, they don’t have a choice but to buy your product.
However, this is not as simple as it seems to get right. According to research, there is a wide degree of variance in free trial conversion rates. Some companies have strong free trial conversion rates whereas other companies have weak conversion rates. So what differs between a company that gets most or almost all of its free trial users to buy their product and a company that only gets a few of its free trial users to buy their product? The top reasons why some customers leave are because a) they don’t understand the product or b) they don’t see how the product could benefit them.
Key Points of Inbound Marketing
Know your customer
For any inbound marketing campaign to be successful, you need to know who your target audience is. Knowing your customer’s expectations, needs and concerns can set you apart from other marketing, products/services. The way you sell your free trial should be true to the user experience that you are offering and be enticing for prospects.
Creating value for customers
For customers to consider buying your product after the trial period ends, your product has to show users that the product will benefit them during the trial period and even more so, after the trial period. To accomplish this, you need to understand how your product brings value to your prospective customers and at what point time prospects start realizing this value.
Facebook realized that if a user was able to get at least 7 friends in the first 10 days, they would continue using Facebook. This was the point where users started recognizing the value of networking and connecting with peers on Facebook. Paying attention to user behavior during the onboarding process is important to determine whether the user understands the value of your product.
Getting to know when the user starts to realize the value of your product is crucial. Analytics can help you identify the point at which users start to feel the value of your product in their lives. Using analytics you can notice patterns in user behavior related to your product during the free trial. You can look out for the following to know whether the user knows the value of your product/service;
- Did they invite other users to use your product?
- How many features of the product are they using?
- How frequently do they use the application after the first week?
In Inbound Marketing it is not only important to understand your customers through numbers and data but also by their perceptions of your product. Understanding consumer perception combined with data analytics can give you a comprehensive outlook as to why some users purchased your product and why some don’t. This information is vital for you to enhance the onboarding process. Observing such user behavior at every stage of the onboarding sequence should give you some indication of how to streamline your onboarding process and deliver value to the customer with a bang!
To get a better understanding of a user’s behavior with respect to the product, segment your customers by persona so that the data makes it more coherent for you to improve the customer onboarding process for each type of customer segment. At the beginning of the onboarding process, have your customers self-identify so that you can customize the onboarding process and make it relevant to each customer segment.
Create an addictive user experience so that customers use your product frequently
You can personalize the user experience for each customer with the user behavior data that you have analyzed. This data could help you form a blueprint for mapping out your user experience and enhancing your customer touchpoints. Let’s say suppose the user abandons the onboarding process, you can send an automated email that reminds them to get back, give them simple directions to finish the process, and let them know about the goodies that await them once they finish the onboarding process.
Inbound Marketing Automation helps you personalize your interactions with each user in addition to enhancing user experience. This is particularly useful when the user is setting up the software, personalized communication through automation can help deliver instructions on setting up the software in a user-friendly way. You can also use chatbots that break down the instructions on the software setup and simplify the whole process for the user.
Chatbots can also be used to encourage users to use different features of the product that they don’t already know about. This way you can increase the value of your product in the eyes of the user. Interactive walkthroughs are a good way to get users to learn to use our product in an interactive way. Users learn better when the entire setup process is broken down into small steps so that they are not overwhelmed by the process. Making users learn with walkthroughs gives them a complete understanding of your product and its benefits.
Gamification
This is another method in Inbound Marketing that you can use to make the onboarding process more enjoyable for the user. Gamification refers to integrating game mechanics into an existing system to drive customer engagement for a great user experience. For this, you would need to set up some tasks for the user and a reward for performing each task.
This is a great way to keep customers engaged in the onboarding process by giving them a sense of accomplishment. DropBox had a referral campaign where they gave additional storage space to users who referred DropBox to a friend. Users sent out as many referrals as needed to enjoy additional free storage space. This was a great way to get more users on board by making the user experience more enjoyable for the user and even getting them to do some of the advertising for you!
Integrate your product features with other social media platforms so that the product is a dominant presence in the customer’s virtual activities. Another way to enhance user experience is by integrating your product with other popular apps so that users can share their user experience with their friends. Let’s say your app allows users to create goofy pictures, allowing the user to share these pictures on Facebook is a great way to optimize the user experience. This is also a clever way to get users to become dependent on your product by expanding your product’s dominance in their life.
Summary :
You’ll expand your business and encourage clients to purchase more, stay with you longer, recommend their friends, and tell the world how much they love you if you follow the inbound technique.
Adsthrive is your go-to Inbound Marketing Agency in MG Road, Bangalore. We help develop a custom inbound marketing program that helps to best suit your business and helps your business to grow quickly.
