Why You Should be Using Inbound Marketing to Build Your Business

Inbound Marketing has become one of the popular trends for digital marketing and it was made popular by HubSpot.

To effectively grow, brands need to connect with their users and provide a valuable experience or product that solves their problem.

According to Meaningful Brands, people would not care if 77% of brands disappeared. That means only 33% of companies are actually relevant!

On top of that, 58% of brand content is not meaningful. Companies are wasting time creating unhelpful content that their visitors don’t care about.

Those are some disappointing statistics.

Inbound Marketing helps to change this by putting value in helping and caring about the user above everything else.

What is Inbound Marketing?

Inbound Marketing is about creating content and experiences that are valuable to the visitors. By doing so, it attracts users to your company instead of placing intrusive ads on other websites.

The main goal is to provide valuable solutions to your visitor’s questions or issues. People will be naturally attracted to your brand if you can provide a solution that they were looking for. The user gets clear value in the content, while outbound marketing tends to pressure visitors to make a purchase.

Inbound Marketing tends to be a long-term process since it involves creating high-quality content. By spending the time and effort create this content, brands are able to improve their authority and gain more customers at a very low cost.

Benefits of Inbound Marketing

One of the benefits of Inbound Marketing is that there is a lower cost of user acquisition. Instead of paying thousands of dollars on ads, you could write a blog article or record a video for free. With a little promotion and search engine optimization, you can essentially drive traffic for free.

Another benefit is that Inbound Marketing lets you get to know your customer. By writing a few different articles and tracking their performance, you’ll quickly find out the topics your customers are most interested in. That can translate to better tailoring your services and products.

The awesome thing about Inbound Marketing is that is naturally positions your company as an expert in your field. If you can answer your customer’s questions and solve their problem, they will trust you and become lifelong customers.

How Does Inbound Marketing Work?

Having in mind that the main tool of Inbound Marketing is content, now it’s time to learn about how you can apply it to your business.

According to the HubSpot model, there are three phases: Attract, Engage, and Delight.

Attract

The aim here isn’t to try to get all users to visit your website but to target only those who are most likely to become clients.

You want to attract the right people with your content so that you have the highest chance of converting them to customers.

So, how can you achieve this? To attract adequate clients, you must offer them relevant content in the right moment. In other words, when they’re looking for that content.

To achieve this, use a proper content strategy to create authority, as well as applying a good SEO strategy to rank in search engines.

In the attraction phase, strategies include using blog posts, social media, videos, and guides that are search engine optimized.

Engage

Once your potential clients have found your content, you’ll want to engage with them to show your value. This means providing solutions to their pain points so that they start to trust you.

At this point, you already know a bit more about their problems and necessities, and they know about your solutions and products. As they continue to interact with your content they start to build a level of trust that pushes them towards a sale.

When the sales team starts talking with new customers, they should do it in a manner that helps them to make the right decision, taking into consideration all the information that has already been provided. In other words, talking to them and solving the problem they’re proposing.

In the engagement phase, focus on selling a solution instead of selling a product or service.

Delight

This phase is all about providing the best customer experience possible once they have made a purchase. You want to delight them in every way possible so that they refer friends and promote your company.

This means being available when the clients need you as they make a purchase and making it easy to use your product and services.

Give them the information they need when they need it. Create more relevant, specific and targeted content for each customer type.

To make sure customers are delighted, you can use surveys, chatbots, social media monitoring, and newsletters to stay in touch with them. A great way to ensure your success is to use Net Promoter Score (NPS) surveys to find out what customers really think.

Start Using Inbound Marketing in Your Own Business

Inbound Marketing is based on the idea that a satisfied client has more value than constantly fighting to get new clients. These people will consume more products, will recommend your services and will be happier with your business.

To get started using this method in your own company, think about what problems you fix for your customers. Then, create a high-quality and detailed blog article or guide about your solution. Remember, the best way to attract customers is to provide a lot of value.

Post your content on your website and start to optimize it to get ranked in search engines. Promote it on social media and try to get people to share it for more visibility.

As you start to gain visitors, monitor your sales funnel and conversions to make sure you’re engaging with them fully. As they convert to customers, look at your onboarding process and reviews to make sure they are delighted with your product.

Over time, you’ll be able to drive more targeted traffic that converts to higher-quality customers that stay a lifetime.