Before we dive deeper into the inbound marketing thing, we assume that we all are clear on one thing, which is end of cold calling which is done since ages by salesman, how many of you agree to this fact?
We are sure majority of you agree to this fact that cold calls are dying and why not, nobody has time to entertain without an appointment and a fixed agenda.
What is Inbound Marketing
It is considered as a “new marketing” – any marketing tactic which believes in earning and gaining people’s interest instead of buying it OR It is a marketing strategy which focuses on getting found by the customers rather running behind them. OR Promoting a company through Content, blogs, podcasts, videos, SEO, SMO etc which serves and bring the customer closer to the business.
So Inbound Marketing is among the best ways to turn a prospect into customer and advocate of your business.
This is done by aligning the content and material you publish online to your target customers’ interest which brings them to you to convert, and delight the customer.
1. Plan: Understand and define your target audience well, and based on that develop you content in the form of blogs, posts, whitepapers, articles etc which are useful for your target visitors and answer to the specific question they are looking for.
Quality Content earns permission to sell and acts as a fuel to drive your inbound marketing efforts and is the only medium to develop a strong presence in search Engines.
2. Reach: You must know where to found your target audience and must post and promote your quality content in the same platform and space. It includes promoting on search engines, social networks, publishers and blogs.
Just for an example a scientific research work, involving formula’s, theorems, calculations and results are well accepted among a closed group of scientist and fellow practitioners of that area and hence sharing it among a specific group will earn the most mileage to your efforts rather than simply posting it on each and every platform. So post smartly.
Draw more and more people to your content and measure on Fans / Followers, inbound links and visitors.
3. Act: It is the period when your target visitor is on your site and is involved in the process of decision making and he must find your content, blogs, articles etc relevant and inspiring enough to make a positive decision or book mark you for future transaction. Key measure in the process includes Time on site, Leads, conversions, shares, comments
4. Convert: It is the time when the decision has been made a purchase has been made. During this phase we need to look into investing in re-marketing and email strategies to ensure relevance at buyers and which helps in repeat sale.
For example just after sale sending a simple mailer stating welcome to the club, and now you enjoy 5 % discount on your repeat purchase or something which attracts them to buy again and make them feel the attached to your brand and giving a chance to engage later.
Key measures are Orders, Revenue, and Average Order Value etc.
5. Engage & Delight: - This is the point where a customer becomes your advocate. Remember a satisfied customer is a key to social media marketing, repeat sales, referral, and acts as your best sales man and yes provides the best of social proofs and testimonials.
You can delight your customers via understanding them well through surveys, keeping track of their social activities which help you understand their likes and dislikes.
Key measures are Repeat Purchase and referrals
Why Inbound: - It is needless to say that marketing is changing and it will continue to do so along with the revolution internet has bring. Perspectives on how we buy sell and interact have changed. The new age is about providing value and getting customer pull to the products and services rather than pushing things to them. This is done best with Inbound Marketing which provides higher ROI and reduced Total cost of ownership to organisation to achieve success.
Thanks
Team Sankalp
SANKALP TECHNOLOGY
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