Turn strangers into brand advocates
Inbound marketing works for every business. It helps to focus on your potential clients
and their needs.
What is inbound marketing?
The term Inbound Marketing was introduced by HubSpot as opposition to outbound
marketing.
Inbound marketing is an integrated approach to potential clients acquisition through
various formats of content.
What is the difference between inbound marketing and content marketing?
Content is the core of the Inbound methodology. However, Inbound marketing is not
only limited to content production, but also includes customer journey, buyer persona
development, marketing automation, lead generation, communication via messengers,
chatbots . . .etc
What is the difference between digital marketing and inbound marketing?
Digital marketing includes a wide range of digital tools, however, they may be used
randomly. Meanwhile, Inbound marketing is a methodology that promotes focusing on
buyer personas and align all the digital activities to reach them at all stages of the
customer’s journey.
Inbound marketing methodology
Attract
At this stage, we attract relevant traffic to your website and stimulate prospects’ interest with valuable content. Key tools: blog, landing pages, social media, and SEO.
Convert traffic into leads
Next step is to get information on the prospects to start a dialogue with them. Key tools: submissions, landing pages, content offers, and calls-to-action
Close
Instead of “cold contacting, we nurture leads and earn their trust. Once relations with potential customers are settled, leads are ready to become customers. Key tools: HubSpot software and email marketing
Delight
To turn clients into brand advocates, it is important to maintain relations with them after purchase Key tools: smart content, emails. marketing automation
Flywheel model
Flywheel is a driving power of the inbound methodology. The flywheel is divided into 3 equal segments that represent 3 stages of the customer journey: attract, engage and delight, and 3 segments of activities: marketing, sales and service.
Flywheel is customer-centric and accumulates all the efforts you invest in a potential client to get his loyalty. Thus, unlike the Marketing funnel, Flywheel takes into consideration importance of repeat purchases.
All the efforts in marketing, sales and service will nurture each other and speed your flywheel
Is the marketing funnel outdated?
Flywheel represents your company as a holistic unit that maintains loyal relationships
with customers.
Marketing funnel helps to track and coordinate different processes and capture
customers in the marketing funnel.
Inbound Marketing VS Outbound Marketing
Here are some points that will help you to understand the differences between Inbound Marketing and Outbound Marketing
Inbound marketing
✓ Define your potential clients and the best channels to communicate with them.
✓ You can directly communicate with the audience, track their behavior, and align your marketing efforts accordingly.
✓ Earn your potential clients’ trust and interest even before they purchase your product.
Outbound marketing
✓ Your audience may notice your ads and they may retain your brand.
✓ You can’t track the audience accurately or evaluate effective and ineffective channels.
✓ You make attempts to convince your audience that you are better than your competitors.