The Stages of Inbound Marketing – as followed by an Inbound Marketing Agency Inbound marketing can be thought off as a super set which includes a number of digital marketing disciplines. Things like Search Engine Optimization (SEO), blogging, social media marketing, Search Engine Marketing (including PPC) and email marketing. Here we elaborate on the different stages of inbound marketing.
The First Stage of Inbound Marketing The Way Forward Inbound Marketing is all the new craze that businesses and companies worldwide are adopting as part of their marketing strategy. It is indeed the future of all channel marketing for any company or business that has an online presence, which to be real is almost every registered company. But what is this inbound marketing that seems to have taken the online world by storm? It is truly an ingenious approach to reaching an end consumer without spending too much money or wasting too much time and effort or for that matter, even breaking the chain of flow or productivity of the end consumer. Inbound – Step 1 There are four fundamental stages to the inbound marketing concept. Here we shall primarily focus on the first stage – Attract. The first step of the inbound process is to attract the end customer by providing appropriate content or information that would make the customer interested in exploring what products and services your business has to offer. This can be done by Search Engine Optimization or SEO and Search Engine Marketing or SEM. This involves increasing your business’ online visibility by paying for advertisement space and by ranking high on the Search Engine Results Page or SERP.
The Second Stage of Inbound Marketing Inbound 1.2 Now that we are familiar with the first stage of inbound marketing, let us now move on to discover the second stage – Convert. Upon attracting traffic to your desired website or landing page, it is important to derive their contact information. Many businesses miss out on this crucial information due to numerous reasons which all condense into the one major aspect of lack of good quality content that is apt for deriving that information. How does it Work? It isn’t a simple task to get someone’s contact details on the internet without knowing them in some way or form as it is basically giving out your private information to a stranger. So, in order to establish some rapport with your website visitors, you must offer them something in return for their contact information. This can be in the form of eBooks, slideshows, webinars, short videos, checklists, whitepapers, case studies, testimonials and the like. Now it is important to gather their contact information so as to convert these visitors into valuable leads. What does it involve? Some of the ways that a marketer can get the contact information of the website visitors is by
Designing and creating capturing landing pages with inbuilt forms Placing appropriate Call to Actions or CTAs on the website Targeted Email Marketing of premium content
The Third Stage of Inbound Marketing Having generated leads through the second stage, it is imperative to transform these leads into paying customers. In this stage it is still important to provide your leads with content that is informative and educative and at the same time be a driving factor in helping them make their decision of choosing you over your competitors. That is why this stage is called
the Close stage. It is also important to identify which stage of the buying process your leads are in so that you can put out content that is appropriate for each respective stage. Inbound 1.3 – How does it work? It is important to understand that converting a lead into a paying customer is not an easy task and it definitely takes more than just one try. Typically, it takes seven to thirteen interactions between you and your lead for them to be interested in sufficient measure to pursue you as a source for a product or service. There are some key considerations to take into account while performing the closing process, and they are listed as follow:
At what point of contact did your lead convert into the buying process? What sort of sales cycle have you established? What channels do your leads prefer interacting on?
There are some tools that can aid you with handling your inbound marketing efforts and they are listed as follow:
Customer Relationship Management or CRM Analytics Sales Alignment Lead Nurturing Marketing Automation Relevant and High-Quality Content