Inbound marketing – In a nutshell For many years marketeers have focused on
outbound marketing. Your message is pushed out attempting to buy
people’s attention. Think Radio, Think Magazine Ads, Think TV. With Inbound Marketing the
focus switches to ‘earnt’ attention. By providing your prospects with something of value they
give you permission to keep marketing to them. For example, giving away advice in a blog
article or whitepaper which your prospect finds via Google is a good form of Inbound
Marketing. If you’re lucky, they subscribe to your blog
feed and in turn give you permission to market to them in the future.
This is the first step. True inbound companies work on converting these prospects into customers,
taking them on a journey down a purchasing funnel.
This is called lead nurturing. This consists of email auto-responders; automated
emails which give your prospect useful information, help & advice through the buyer funnel,
Conversion optimisation; offering up different formats of the same page on your website to
find out which convert more regularly. and even dynamic content; if I know you’ve
downloaded a document from my site before, I might put a personal message for you next
time you return — you’re now marketing to an audience of one.
The first step to inbound marketing is to work out your buyer personas. In my business,
one of our personas is Bob. Bob is the managing director of a successful business turning
over more than a million pounds a year. He built the business from scratch and is fascinated
by marketing because he recognises that it’s the route to take his business to the next
level. He’s a passionate person who knows what he wants and looks to employ the best
people for the job. He doesn’t try and drive people down on price because he appreciates
quality. Now, when we create our marketing material
we think of Bob. Would this blog article be of interest to him, would this letter we’re
sending out get through his PA? Is this whitepaper something he’s likely to print and take home
to read? With Inbound marketing, your focus becomes
more defined and less time is wasted trying to appeal to all.