The not-so-secret sauce behind Inbound Marketing strategies and tactics
To properly understand Inbound Marketing you need to start with and really comprehend the Inbound Methodology, which is built around four pillars; Attract – Convert – Close and Delight. (For a brief intro see What is Inbound Marketing)
Understanding the methodology will help you to put all the other Inbound strategies and tactics into place, and turn them to actions to help your business grow, and drive revenue and profitability improvements.
Inbound Marketing Methodology
The inbound philosophy is backed by a methodology that helps brands attract, convert, close, and delight visitors, leads and customers through a variety of channels such as social media, blogging, SEO, landing pages, forms, and email.
The methodology facilitates the buyer journey through the sales funnel – from strangers to promoters of your brand.
The methodology is often shown as a chart graphic and as a sales funnel, and we’ll cover them both here.
How to understand the Inbound Methodology Graphic.
Along the top are the four actions (Attract, Convert, Close, Delight) businesses must take in order to obtain visitors, leads, and customers.
Along the bottom are the tools we would use to accomplish these actions.
Note: Note the tools are listed under the action where they first come into play, but that’s not the only place they’re applicable. Several tools, like email, can be essential in several stages of the methodology.
The Inbound Methodology as a sales funnel.
A typical, high level, Inbound Marketing Strategy.
Attract: Get Traffic to Your Website.
Create blog content, search engine optimise (SEO) that content, and promote it on social media sites.
Convert: Turn Visitors into Leads.
Place calls-to-action throughout your website, blog, social accounts, and email to drive visitors to landing pages with forms.
Close: Turn Leads into Customers.
Send leads targeted, automated emails to drive them through your buying cycle. Provide your sales team with lead intelligence for more effective sales calls.
Delight: Analyse and Optimise.
Analyse the success of your marketing campaigns, and determine which areas need further optimisation or personalisation for future success.
It’s important to maintain consistency as your build out the four pillars, and to continue to build your content without slowing or stopping.
Check out this ebook to help get your Inbound Marketing Campaign off to a flying start.