Unlike traditional, or “outbound,” marketing, inbound marketing is focused on attracting people to where they want to be. Customers are people who love your brand and your product, so it only makes sense to appeal to the people who have an interest in what you do. This means no more expensive ads or purchased email lists – the Inbound Methodology is all about creating content that aligns with your customers’ interests. This content draws them towards your company, generating inbound traffic that you can convert, close, and delight over time.
Getting traffic to your site is nice, but attracting the right traffic is what really matters. The inbound marketing methodology focuses on attracting the people that are most likely to become leads, and, ultimately, happy customers - the right people.
This can be done through blogging, SEO, optimizing site pages, and social publishing.
After attracting website visitors, the next step is converting them into leads by collecting their contact information through enticing offers, such as white papers, e-books, case studies, or infographics.
Inbound marketers can use forms, calls-to-action, and landing pages to convert visitors into leads.
Closing means you're close! In inbound terms, you close when you transform leads into customers. This can be done through Customer Relationship Management (CRM), closed-loop reporting, and email nurturing.
You've made it! You've gained a customer - but that's not the end of the road. Successful inbound marketers continuously engage with and delight customers - so much so that they become your happy promoters, or brand evangelists. Companies can utilize surveys, smart calls-to-action, smart text, and social monitoring to delight.
SVP - Market Development Women's Marketing