Inbound marketing is where you attract visitors to your site and communicate value to them. They keep coming back. It’s a way of marketing that “gets found” through relevant content rather than pushing information out, hoping it will be noticed amongst the noise online.
It’s a long-term, sustainable marketing strategy that focuses on earning attention organically through compelling content and helpful interactions.
The inbound methodology has four stages: attract, convert, close, delight.
In the first stage, you attract visitors to your website with great content. Once they’re there, you need to convert them into leads by getting them to provide their contact information,
In the second stage, you convert leads into customers by helping them understand the value of your product or service and showing them how it can solve their problem.
In the third stage, you make it easy for them to become customers and close the deal. This is done by making it as simple as possible to sign up and buy. Then, make sure they find value with your product or service and delight them with your follow-up (e.g. provide customer service). It gives customers a reason to keep coming back.
In the fourth stage, you delight customers by providing amazing customer service and continuing to over-deliver on their expectations. This will make them not only repeat customers but also ambassadors for your company.
Through inbound marketing, you can create a long-term, sustainable relationship with your clients that will bring them back again and again.
Examples of inbound marketing
There are many great examples of companies that use inbound to attract, convert and close leads and delight customers. Here are just a few.
1) HubSpot – A company that provides inbound marketing software and services. They’re a great example of a company that uses inbound to attract visitors, convert leads, and close customers.
Their blog is one of the best examples of inbound content. It’s packed with helpful information on inbound marketing, SEO, social media marketing, and more.
Their blog is full of great articles they’ve written themselves or curated from around the web. Full of helpful videos that teach you different inbound techniques. For example, how to create SEO-friendly blog posts, email subscribers, and use new social media channels (and even old ones!)
2) Wordstream – An online software company that uses PPC ads to attract traffic from search engines. They follow up by nurturing those visitors with helpful content on their blog that builds trust and interest until eventually, people are ready to purchase their software.
They produce highly-relevant content that people are searching for related to their products.
Their blog posts teach you how to use PPC effectively and show you real examples of ad campaigns they’ve run, demonstrating their expertise in the field.
They share a lot of free tools on their blog, giving visitors an incentive to stick around and learn more.
3) Buffer – A social media management company is a wonderful example of a company that uses inbound to delight customers.
Buffer’s blog is full of excellent content on social media marketing, ranging from beginner tips to advanced tactics. They also have a section on their blog called “The Buffer Library” which is packed with helpful tools and resources that they’ve curated from around the web.
Buffer also runs a free email course called “How to Use Social Media”. It is another way of adding value for visitors before selling them their services.
Inbound marketing will help you build a long-term relationship with your customers by providing valuable content and an exceptional experience. It’s a great way to stand out from the competition and attract more leads and customers. Give it a try!