Customers’ trust is a matter of fact that supports businesses to secure their market position. Before your prospect turns into your customer, it’s likely that they go through your content to figure out whether your business offers are reliable or not. They spent time researching solutions for their problem only after then they think of selecting you.
Every prospect has different reasons to land on your content, which is why incorporating inbound marketing benefits businesses to understand customers and accomplish your business goals. Inbound marketing focuses on delivering content that creates value to prospects, then converts them into customers.
In fact, inbound marketing is all about attracting prospects to your business by delivering content through any mediums, such as blog posts, social media, e-books, search engine optimization, and webinar to add revenue in the business.
Inbound Marketing: Customer-Centric
Whether you sell products or offer services in the market your end goal is to earn as many customers as possible. Inbound marketing helps you capture customers by giving you more insight into how do they react when they come across your content. Being able to determine your prospects’ actions will guide you to take the next step to get them closer to become your customers.
Nowadays, people make their purchases decisions on the base of your existing customers’ points of view. Reviews on online platforms are important. Ensure that reviews and feedbacks have some weight in the process of creating content. This shows that you’re giving value to your customers.
If you’re implementing inbound marketing in your business, you’re eventually putting customers at the central point. You need to build your content in a structure that fits the targeted customers. Tailoring the content around your prospects will give them a worth reading experience and also give them a reason to stick to your business.
Content that is interactive is accepted by customers. They show interest in those contents which are conversational and contextual. Creating informative content won’t give you results as expected if the content doesn’t resonate with your customer. Try formulating content that is informative as well as relevant to your customers.
Moreover, when you’re able to understand your prospects, it becomes easier to delight them through content. In order to create a strong bond with your customers, you need to Listen, Serve, and Follow up. Being in touch with your customers will help you identify which content should be published when.
Educating your customers at the right time will determine the success of the business. If you deliver the content before the time, there is no meaning to that content or if you deliver content after the right time, you’ve missed the opportunity. Thereby, follow up is important.
How does inbound marketing works?
Content is the key factor in inbound marketing. Each content on your website builds a library that educates your customers and helps you grow business. The more relevant content you create, the stronger you develop your website authority.
There are three stages in inbound marketing
This is the initial stage where you specify your buyer persona. You’re not attracting every individual who is visiting your website, you’re delivering content to those who are interested in the business offers. If you do proper homework on your buyer persona, you’ll know whom to target.
Publish content that adds value to your customers as well as your business. Create content that talks about your products or services, information about how your solution can solve the problems and detail about discounts and promotions. Successful content in inbound marketing provides a solution to every query related to your product.
Also, optimizing the content with SEO strategy using specific keywords will help you reach the right customers.
Ensure that you’re communicating with the right customers and dealing with them in a way that makes them want to build long term relationships with you. In this stage, your content must focus on the values that your business will provide and its benefits.
As inbound marketing prioritize customers, your concern should be on providing a solution to the problem rather than selling the products. While you create content, your business information and product benefits should be equally balanced.
The main motive of this stage is to maintain the interest level of your customer on your content as well as on the website.
This stage symbolizes that your customers are happy and satisfied, and they are ready to create long-lasting relations with your business. You can delight your customers through chat boxes, surveys, and requesting feedback.
Social media has an impactful role in making your customers happy. You can respond to the customers’ messages, and help them with your products’ information. Customers in this stage can become your business promoters and advocate. Thus this is the time where you need to handle your customers gently so that they work in your favour.
How to implement inbound marketing in business?
With an inbound marketing approach, you can grow a number of customers in your business. Along with the growing inflow of the customers, you can also add-up loyal customers to your business.
It’s all about providing value at every stage in the buyer’s journey from the awareness stage, to the consideration stage to the decision stage. Ensure that you build trust at every stage of the buyer’s journey. Being in contact with your buyer personas throughout their journey is how you build trust to turn them in your customers.
Even if some of the personas don’t turn into customers, you can invest time to educate them so that they’ll share your business contact with someone else who may find it useful. Never hesitate to educate your prospects, they can benefit you directly or indirectly.
1. Identify your persona
You should know who you are trying to attract to your business. Your intention should be to get the right traffic. Personas are defined by doing research thereby, you can talk to your marketing team, sells teams, customer service team so that your content can support them while describing your persona.
Take time to identify your persona, as this will help you focus on content topics that will gain the attention of ideal customers.
2. Set goal
Inbound marketing won’t be successful without setting a goal as it will clarify what you want to achieve. Each content goal should be linked directly to the overall goal of your business and should be relevant to customers.
Your inbound marketing goal should be SMART goals, goals should be specific, measurable, attainable, relevant, and timely.
3. Long-term content strategy
A long-term content strategy helps you stay organized. Your content should tell the story about the topic you’re writing so that you can attract, engage, and delight customers.
If you’re a small business, you may prefer building content targeting your business goal. If you’re a big business with different departments, you can align your content with that each department targeting the business goal.
4. Lead nurturing
Lead nurturing is the method of developing relationships with personas with the intention to earn their business when they are ready. When you contact your leads you need to contact them on time, should be effective, and must be target approach so that you don’t lose any one of them.
While nurturing your leads, instead of talking about your products or services you should be pitching about the value offered.
5. Communication focused content
The motive of communication focused content is to attract traffic to your website and convert the traffic into leads then into customers. Thus, Providing relevant and helpful content in a conversational way will drive relevant traffic to your website.
You can analyze which source (organic, social, referral, etc) is generating more customers to your business. Analyze each piece of content to determine which content is generating traffic through which medium. Work on the loopholes to improve the performance of that content.
Is inbound marketing effective?
Inbound marketing can deliver the kind of content that your prospects are looking for and help them make decisions. Content enables you to speak to thousands of your prospects who are searching for a solution to their problem.
Additionally, communication with your prospects through channels like Facebook messengers, Whatsapp, or chatbot helps build customers’ trust in your business.
As inbound marketing is all about creating a one-on-one lasting relationship with your customers, thus you’ll create more opportunities to introduce your business and sell products or services. Incorporating inbound marketing in your business will undoubtedly help you expand your business.