Inbound MarketingInbound Marketing

Here’s a rhetorical question for you: Is it better to push your marketing message out to as many people as possible in the hope that it will resonate with that one person in a thousand who’ll buy your product, or position yourself to “get found” by those who are already searching for information about your product or service. The answer should be obvious; enable people who are already exploring your industry to find you better know as Inbound Marketing.

This method is inbound marketing, and it involves the following 4 steps:

1. Attract Strangers

Today’s shoppers begin their search for products and services by performing an internet search. You probably do this yourself. If you opened a new browser tab and asked a question about any product or service, you’d see organic search results that link to web pages or blog posts that provide answers to your question. You can get found by your prospective customers in the same way. By creating informative content that speaks to people and answers their questions you are attracting strangers and turning them into visitors to your website or blog.

2. Convert Visitors

Once you have visitors, you’ll want to convert them into leads. They’ve already indicated some interest by visiting you website or blog. Now it’s time to gather their contact information. Contact information is marketing gold. So you’ll need to offer visitors something of value in return for it. Typically, that comes in the form of additional content like an eBook, video, tip sheet – any information that would add real value to your ideal customers.

3. Close Leads

Now that you’ve converted your visitors into a leads, it’s time to turn them into customers. The specifics about how you do this in your company depends, in part, on your industry. But it all boils down to creating and nurturing relationships with your leads using customer relationship management (CRM) tools, email marketing, and closed-loop reporting.

4. Delight Customers

Just because someone has written you a check or given you their credit card information doesn’t mean you can forget about them. Inbound’s fourth step requires that you always provide remarkable content regardless of whether someone is a visitor, lead, or existing customer. By continuing to engage with your existing customers, you improve your chances of selling more to them in the future and make them happy promoters of your business.

In Conclusion

In case you haven’t already noticed, there’s a new marketing reality: If you can’t be found online, you won’t be competitive in the current environment. To ensure that your business gets found, you need to use inbound marketing.

Get Found workshops are a great place to start your digital marketing training. It gives you a complete overview of the digital marketing landscape including all the essential tools, how they fit together and how to find what’s right for your business.

To attend our next live Workshop or Webinar check out our training schedule at