Why Inbound Marketing? | NewFire Media
With the advancement of technology and the rapid growth of social networks, the concept of marketing has changed radically over the years. Before, traditional marketing was concerned with finding customers, but this brings to mind the image of trying to avoid the salesperson at the mall who wants you to try out their latest product or service. But today, modern marketing is more concerned with discovering customers. This act of discovery is accomplished by attracting potential customers and prospects based on where they are and how they're feeling.
Customers today are empowered by the internet, when looking at different products and services, they simply type in the company’s name and look at the various websites and reviews that pop up. This is where inbound marketing comes into play.
Inbound marketing is a way for your company to adapt to the evolving buying behavior. It moves your company’s focus from being marketer centered to being customer centered. This shift in focus is achieved by being clear, correct, helpful, human, and most importantly, trustworthy in the eyes of your potential customers. Once your customers trust you they are more likely to purchase more of your products or services and share their success stories of working with you with their friends and families, (hopefully via social media).
How does it work?
This talk of building trust and discovering your customers where they are in their buyer’s journey all sounds wonderful, but how can you accomplish this? According to HubSpot, there are certain fundamentals to the process of inbound marketing (all of which we here at NewFire can help you with). These fundamentals play a key role in the overall methodology of inbound marketing.
The first of these is to ATTRACT potential customers of your product or service by using blogs, keywords, and/or social media accounts. It is important here to really know what your potential customer’s buyer persona consists of. Do they prefer LinkedIn over Facebook? What kinds of words would they use to search for something pertaining to your business? This process of attracting customers rather than forcing them to pay attention to you turns the once strangers of your business into visitors who are now willing to look more into what you may have to offer.
The next fundamental of inbound marketing is to CONVERT the visitors of your site into leads. This step is accomplished by pulling some sort of information from your visitors that you can now use to assist them in their buyer’s journey. By using certain forms, landing pages, and calls-to action that can be simply filled out on your website, you now have a way to reach your leads in a more personal and efficient way.
Next is the CLOSE stage. Here is when you turn your leads into paying customers. This is accomplished by sending emails and developing workflows that will push your leads into the direction of committing to your company and buying your certain product or service. The accomplishment of this stage signifies that your leads now trust you enough to actually buy your product or service.
Last is the DELIGHT stage. Once someone has purchased your product or service it is your job to keep your customers happy and wanting to spread the good news about your company’s products or services. This stage is accomplished by turning customers into promoters. Your promoters will basically act as cheerleaders for your company, sharing their successes with their friends and family.
Overall, the world of marketing looks a lot different today with the many enhancements in technology and social media. For companies that are used to the previous marketing standards, it can be especially difficult to catch up on the new and improved inbound marketing systems. Using these four steps as a guide, we here at NewFire Media can work with you and help create the perfect plan to satisfy all of your inbound marketing needs!