Beginners’ Guide: Inbound Marketing Concept

You probably have run into the words inbound marketing by now. It is currently the hot topic in all marketing and next to it is automation of marketing activities. Inbound marketing concept is fairly simple concept to get your head around on a basic level but it has, like everything, many small details you need to keep in mind.

“Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads.” — Hubspot

One of the main things when considering inbound marketing is to consider the cost of lead generation.

“Inbound leads costs 61% less than outbound leads.” — Search Engine Journal

How are these numbers related to inbound marketing? It has a lot to do with how people’s buying behavior has changed recently. When doing a purchase decision a buyer has gone through a major part of the buyer journey before interacting or wanting to interact with a sales rep.

It is crucial that you are able to be where the buyer is and to guide them through the journey of buying your product or service. All the way from them using a search engine to find you, to nurturing them to become your customer. You can see the buying stages of a person in the picture below.

Inbound Marketing Concept

You can effectively see from the picture of inbound marketing flow on how to direct buyers through your buying process. You will be guiding your buyers through three main stages.

“The average company that blogs generates 55% more website visitors.” — Hubspot

Awareness Stage

This is where you create content to make them aware of a challenge they might not have realized they have or have realised. Mainly they are looking for more information about it. How they find this content is through social media or search engines. Your aim is to get their interest so high that they will fill a form to download something from your website or sign up for a newsletter.

“66% of consumers have made an online purchase as a result of a marketing email.” — Direct Marketing Association

Consideration Stage

At this stage they are considering different methods. It is your job to nurture them so they become your customers. Making the “push” for them to enter the decision making stage. Your job here is to bring them back to your website by sending them a newsletter, content offer or something similar. Only possible if you have been able to get their contact information during the previous stage with a form.

“Nurtured leads make 47% larger purchases than non-nurtured leads.” — The Annuitas Group

Decision Stage

Here is the part where you need convince them on partnering with you instead of some other company. With different case studies or offers they should convert to a customer by the end of next interaction with you. If you haven’t had a meeting by now or any kind of personal interaction with them I suggest you do that with haste. Otherwise kick back and relax a little.

I hope this clarifies inbound marketing for you and will help you with your marketing efforts. For this to work you need a strong CRM and we have written a blog about the features of a good CRM to give you a guide when choosing one.

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