What is Inbound Marketing
February 28, 2020

What is Inbound Marketing

Attracting customers to your business by getting the right message, to the right person, at the right time.

Marketing your goods and services is changing. Traditional marketing is expensive, intrusive and losing it's effectiveness. Inbound Marketing is the New Proven Approach, by providing the right Information to the right Person at the right Time.

The Inbound Marketing Funnel.
Digital Marketing Sales Funnel

A potential customer becomes aware of a need for your products or services and discovers your website through your SEO, Content Marketing, Google Ads or other Inbound methods during the Awareness Stage of the Buyers Journey.

Providing quality content based on your Buyers Persona's needs and answering their questions your website and other communications assist your site visitors during the Research Stage of the buyers journey building trust and converting them from an unknown visitor into a known lead.

It is essential to provide this lead with the correct information in the final stages of the buyers journey, the decision. The role of Inbound Marketing doesn't stop once a sale has been concluded. You need to continue to engage with existing customers not just to encourage additional sales, but to convert these customers into advocates for your brand. Word of Mouth remains the most effective means of marketing. It's an ongoing cycle of Attract - Engage - Delight.

Inbound Marketing the Awareness Stage.

digital marketing presence, people on smartphones

Buyers Awareness is the first stage in the buying process. Your prospective customer becomes aware of a problem that needs solving, or an opportunity that requires investigation, in other words they realise they have a potential need for your products or services.

Using traditional marketing methods of TV, Radio, Print or other ads “pushing” your products or services into the market is expensive and not guaranteed to reach your potential client at the right time in the buying process.

Modern digital streaming services of both TV and Music and the internet makes it easy for many of your potential clients to avoid these forms of advertising completely.

Inbound Marketing utilises a non intrusive approach enabling your prospective clients to find YOU when they NEED YOU, so they are finding the right company at the right time when they are more likely and primed to do business with YOU.

How do we make sure your Potential Customers find YOU!

Once a prospective client realises they have a need they will hop onto their computer or smartphone and make use of our new friend Google. (Google carries well over 90% of Ireland's search traffic.)

This is why the effectiveness of your Online Presence, particularly your website, is so important.

At this point you may be thinking, but hang on a minute, I’ve already got a website, I’ve had one for a while already and it’s not bringing me any customers or helping my business in any way……..Why ?

Three reasons why your website is not working for you:

1: It could be that your prospective clients are not finding your website in Google search results. Your website is suffering from a poor ranking in Google’s index as a result of Poor Search Engine Optimisation. If your website is not ranking on the first page of Google Search Results it's unlikely that it will receive much free organic traffic.

2: Your website has poor design or functionality resulting in a very low conversion rate, those who do find your website are “choosing” not to do business with you and moving on to your competitors website. Your website could be too slow to load, not mobile friendly or may be too complicated to use.

3: Lack of sufficient good quality relevant content on your website will also result in poor Google Search Rankings.

There are many reasons why a visitor to your website may not go on to become a Lead and an eventual Customer. It's essential for your success that you are aware of, and overcome, all the pain points your site visitors are experiencing in order to make the buyers journey a Wow experience and turn your customers into promoters of your business.

A professional Digital Marketing Consultant can ensure that your potential clients find YOU when they need you by employing targeted SEO, search engine optimisation and ensuring a good ranking in Google Search Results, SERPs for many relevant search queries.

Paid Online Advertising, PPC/PPM such as Google Adwords are a great way to get instant results, or complement your organic rankings.

Inbound Marketing the Consideration Stage.

Inbound Marketing Consideration Stage

Consideration, the second stage of the Buying Process.

A total Stranger has become aware that they have a need for a certain product or service, they’ve hopped on Google and typed in a few relevant search queries.

Your clever Search Engine Optimisation, or Google Adwords, has led these Strangers to your Website – these strangers have now become Website Visitors.

At this stage your website visitor has started to perform his Research before he makes his final decision to buy. Generally the larger the potential purchase or the greater the risk, the more research the customer will perform so the more relevant information you need to provide on your website.

Research shows that 60% of customers already know exactly what they want to buy before contacting an actual sales person to make the purchase, as a result of their research.

How do we as Digital Marketers take this website Visitor and turn him into a qualified Lead, how do we assist him through the Consideration Stage and turn him into a Happy Customer for your business?

This is where Quality – Relevant – Content becomes so important, it’s no longer about hard selling, but more about being effective educators.

We’ve done our homework, we’ve researched your Buyers Persona, we know who your prospective customers are and more importantly we know what problems, issues or challenges they face.

We then tailor our website and online content in such a manner as to present them with solutions. We elaborate on what we can do for them to help solve their problems, we provide the information that our prospective customers will find relevant.

We constantly hear Google saying “Don’t write content for Google, but for your customer” Quality content that provides your website visitor with the relevant information he needs in order make an educated decision.

By providing Quality Content tailored to your website visitor’s needs, answering their questions, you are building up a level of trust as a Leader in your field. People ultimately buy from people so we need to know we can Trust those people.

Cleverly mixed in with this relevant content are strategically placed “offers” with “Calls To Action”, CTAs.

These offers are not only designed in such a manner as to provide the visitor with something useful, but we use this step to collect more information about the visitor i.e. their name, email address etc. We have now converted this website visitor into a Lead.

The bigger the “Offer” the more information a visitor will be willing to provide. We also use this step to gauge the visitors “Buying Readiness” by monitoring the nature of the content or offers the Lead is requesting. Some may be of a more general nature showing that the Lead is still in the consideration stage and requires more nurturing, while others may be requesting highly specific details showing that they are further along the Buying Process approaching the Decision Stage and should be to be followed up immediately.

Inbound Marketing the Decision Stage.

Inbound Marketing Decision Stage

The final stage in the buyers journey.

The potential buyer has become aware of a need and jumps on his PC and starts Googling for potential solutions. Initially his search parameters may be quite vague and general in nature which may lead him to 3rd Party websites, but with further research his searches will become more specific and he will find your website.

Through Search Engine Optimisation, or PPC ads, we successfully attract a complete stranger to our website who has now become a visitor.

Through researching our Buyers Persona and understanding his needs, we carefully developed our website content and processes to build trust with and nurture our visitors into becoming a Lead. (Offers, CTAs.)

We can now use the information provided by our Lead to assist in providing him with more specific information he may require in order to make that final decision and become a Customer.

At this time the Lead has realised that he has a need and what is needed to fulfill this need. He will now be considering his options.

We now need to provide the Lead with the correct information to assist him in making the final decision, he may start requesting prices or specific product details, now is the time to follow up, make contact with the Lead quickly…..not later or you may have lost him.

Inbound Marketing is the art of attracting visitors, converting them into customers and wowing them into becoming advocates for your brand.

Steven is a certified and experienced Inbound Marketer who has helped other companies to dominate in the online arena within their industries. He can do the same for you. Your success is our business.