Inbound Marketing Funnel
02-Sep-2021
Sam & Iris Richardson
Inbound Marketing Funnel
1) First, Did you know the marketing world has evolved dramatically over time. The "Mad Men" era of traditional marketing is considered too old school now. Try to remember the last time you purchase an item or service. Did you actually wait for a particular commercial to pop up on TV? Did you call a sales person to ask about their service?
Nope, you probably did what most people do nowadays, you went online and you did your own research. You may not be aware of it but you're already part of this modern revolutionary Marketing process. It's a fundamental shift in the way we do business in this high-tech super connected world we live in today, it's called Inbound Marketing.
It's a marketing strategy focused on attracting, educating and empowering consumers via relevant content that actually helps, and guides them until they are ready to purchase your product or service. But to understand Inbound Marketing, you need to understand the Buyers' Journey first.
The Buyers' Journey is an active exploration or research process that a buyer goes through prior to, and leading up to the actual purchase. It's made up of three stages: Awareness, Consideration and Decision. When you feel those first symptoms of a problem also called "pain points" you're in the Awareness Stage. You'll tend to do some high-level research to understand or identify whatever it is you need, or what you're going through.
Then the research bug really kicks in after this stage.
2) You'll find that you're now researching your options, discovering various solutions and analyzing all these simultaneously; this is called the Consideration Stage. Then finally when you've googled and rack your brains enough, you'll reach the Decision Stage. this is when you've ultimately decided on a solution and now you can compare vendors to make your final choice.
Inbound Marketing is all about creating relevant and remarkable content tailored to the audience at each stage of the Buyers' Journey; this means you'll be helping the buyer by understanding their problems and figuring out how your brand can truly fit their needs. This is the Inbound way of building trust and brand love.
Content and take many forms, such as: Blogs, ebooks, infographics, landing pages, whitepapers, and what you're watching now: Video! Content within context that's Inbound Marketing! adopting an inbound marketing strategy will make a considerable impact on brand awareness lead generation and nurturing, and cost-reduction; it will also educate prospects on your product or service, and speed up the sales process overall.
3) The inbound marketing methodology has quickly become an essential piece to marketing strategies across the globe. Inbound Marketing is designed to attract visitors to your website, engage with prospects to build lasting relationships, and continue delighting them through meaningful content.
Most importantly, inbound marketing focuses on unifying your marketing and sales process. This is why inbound marketing has become a cornerstone of successful SaaS marketing: It lowers cost of customer acquisition, allows the business to scale, shortens the sales cycle, and increasers customer retention.
The innovative nature of inbound marketing aligns the content that your company produces with your ideal customers’ interests, and enables the customer to be more empowered during the buying process. Planning for success that will increase revenue and customer engagement starts with a solid brand foundation, and aligning your messaging to the needs of your customers.
This is effectively accomplished through the creation of Buyer Personas and conversion paths. Buyer Personas are semi-fictional characters that represent your ideal customer. Buyer personas help refine your marketing strategy and align them around your target customer.
Conversion Paths are another essential part of inbound marketing. They show the way a user will move through the buying process. Conversion paths are important to understanding how to position content and structure web pages. Now, before you can start generating those valuable leads, you first need to think about how you're going to get those leads to your website.
This starts with a plan that outlines the various inbound tactics you’re going to use to draw people to your site, and ultimately keep them coming back for more.
These tactics are often blogging, social media, website optimization and SEO. With these tactics properly set up you should be generating plenty of leads, and now it's time to start engaging with them.
Engagement tactics include email marketing campaigns, lead management, conversation bots, video, CTAs, forms and meetings. The engagement tactics start conversations between your target customer and your brand. It positions you as a leader in the field and puts your company top of mind through multi-channel conversations.
The delight stage is where you continue delivering the right messages and content at the right times. By creating contextually relevant conversations with customers you're able to build brand loyalty. It's about providing unbeatable experiences for your customers to keep them coming back.
Here at New Breed we work with high growth b2b companies to increase revenue through the inbound marketing methodology. From buyer personas, inbound readiness, content strategy and web optimization, we deliver lasting results that attract, engage and delight your customers.
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