What is Inbound Marketing?
Instead of ourselves, we start from the customer and what is best for this group.
Inbound Marketing Methodology
Consists of 4 parent phases
| ATTRACT | Convert | Close | Delight |
| Strangers -> | Visitors -> | Leads -> | Promoter |
| Awakening interest | Transform | Conclusion | Customer care |
Attract – the most important tools:
- Blogging
- Conten Strategy
- Social media
Inbound marketing starts with and thrives on content. You can lure you through the blog. Developing a successful content strategy is to find out what content we need to reach our audience. After creating the content in the blog, you need social media to spread the content and increase the reach.
The Attract Phase turns a stranger into a visitor. Someone who was on the website at some point. However, it is not yet directly contactable.
Therefore….
If the next phase is to "transform" this visitor into a "lead" (a prospect whose contact information is known to you).
Turning a visitor into a "lead" can happen in several ways.
- Forms
- Newsletter
The next step does not have to happen directly and quickly.
This phase is the so-called "close". Here, a "lead" becomes the "customer" – someone who actually does business, buys a product or service.
Here we take care to know the exact situation of our "leads" and to provide them with tailor-made information and resources – which then move them closer to a purchase decision. Classical marketing might already be the end of it.
An "interest" was led the whole way from "foreign" to "purchase".
In imbound marketing, however, the path does not stop here. In the 4th phase, customers are completely satisfied. That is why this phase is called "delight".
To confirm the decision positively. Achieved by continuing to be helpful.
Examples:
- Instructions | Application of a product
- Tip it for the products
If this succeeds – the customer may become a promoter.
Inbound Marketing 4 key aspects:
- buyers personas
- buyers journey
- create content
- Inserting and distributing the content
Buyers Personas:
A persona should be fundamentally based on the overlapping properties of the respondents and supplemented by careful speculation as detailed as possible. Put simply… You res
earch existing customers or see what kind of people are looking for the product. Then you create a "profile" with fictitious names and history.
An example of the product "App development kurs"
Name: Computer science stu
dent Andi
Age: 27Interests: Own programs and app develo
pproblems: Theoretical study (i.e. no time and would look for a course because he has to learn)
It is recommended to actually give the "persona" a name and real stories (problems and challenges). Later, one can use such a "persona" to compare whether one with his theoretical assessment in the creation of "ads" | "Content" was right
Buyers Journey:
Awarness -> Consideration -> Decision
- Awarness: Awareness -> Buyer becomes aware of a problemawar
eness of a problem without an exact definition or solution. - Cosideration: Search and compare different solutions to a now known problem.
- Decision: Choosing a specific solution to the problem
Inbound Marketing
CONTEXT 50% | CONTENT 50%
What is Outbound Marketing?
Widespread, untargeted advertising – e.g. Poster advertising, TV and radio advertising, cold calls.
Advantage:
- You reach a large part of the customers
Disadvantage:
- For a large part of the customer, this is not relevant. There is only limited control over who sees the advertisement at all, and whether it makes any sense to show it at all.