What is inbound marketing? Everything you need to know about Inbound Marketing

What Is Inbound Marketing?

Everything You Need To Know About Inbound Marketing

I guess you will be quite vague when trying to find what Google Inbound Marketing. In fact, a few months ago it also translated Inbound Marketing as “Marketing in Bags” anymore!

For the most part, people will think Inbound Marketing is a mysterious term, read not understand, then exit the article. Then they also dropped the opportunity to understand this extremely interesting and effective Marketing Method.

Would you be different from them? Staying here, I will help you understand immediately about Inbound Marketing in the easiest way in the next 10 minutes.

Ready?  First, let’s come to the concept of what is inbound marketing first.

What is inbound marketing?

Inbound marketing is a strategy that includes many Marketing activities on selected, intentional channels.

Following the method of attracting and leading the transformation to achieve the goal of developing sustainable revenue and brands for businesses on the Internet.

Whether you are a large business or just a small business, Inbound can help you Grow 10 times in the following ways:

• Website visits (traffic)
• Convert Traffic into Lead leads
• Develop sales
• Increase brand love & loyalty.

In particular, with the cost of investing in Marketing saves you surprised.

However, before going into details, you need to have basic knowledge about outbound marketing – a way of doing marketing as opposed to inbound.

“If you have more money than brainpower, do Outbound Marketing. If you have more gray matter than money. You should focus on Inbound Marketing ”
Guy Kawasaki, Chief Evangelist CANVA

What is outbound marketing?

Outbound marketing is what people often think about when you say you’re marketing.

It includes quite traditional marketing forms such as:

• Set of billboards billboards
• Send bulk sales emails to purchased email data files on the Internet
• Printing catalogs and distribution
• Advertising on radio and television
• Cold Calling: sales marketing calls to list data purchased from somewhere…

Aim to try to get the attention of the customers, and insist that they buy!

Disadvantages of Outbound Marketing

• Not directed to the information-seeking behavior of modern customers
• Mass advertising, wide area. Difficult to target specifically
• It is difficult to analyze results and data because it is difficult to connect data from different channels.

That’s not to mention the outbound marketing costs are too expensive. You need a large amount of investment first. But you do not know what the return on investment is.

Outbound nature can be considered as “emotionless”: not focusing on customer behavior/insight analysis, spam so much, making it unable to target specific market segments.

All of these are the reasons why outbound is struggling to adapt in this 21st century.

However, do not be too quick to conclude that Outbound Marketing is an inefficient method. Honestly, your company can use the strategy towards outbound marketing and smart combination with inbound still more successful than the company using only inbound.

What is the difference of inbound marketing?

Inbound marketing is not the same as traditional marketing as above, trying to interrupt the attention of as many people as possible, as many places as possible.

Inbound Marketing is one of the Digital Marketing strategies that helps you attract customers with useful, in-depth content information. Help your customers understand the information they are looking for before making a purchase.

From there, help you become loved and trusted by the target customer file. With outbound, your business will talk to potential customers first. As for inbound marketing, quite the opposite, customers find information, are attracted and contact you first.

This simple contradiction completely changed the old sales process. What do you know about the people on the other end of the phone? And how do you plan to convert them into customers?

It can be seen that inbound success in recent years is because…

Adults in the US spend an average of 10 hours a day sitting in front of digital screens: computers, phones, tablets, etc.
According to a 2016 Nielsen survey

When someone has questions or concerns, “Search Google” will be the first action they think of.

Therefore, the CTR (Click through rate) – For online display ads (Banner vertical column on the right of newspaper pages) suddenly dropped to less than 0.07%. Because in fact 86% of Internet users seem to ignore banner ads. This phenomenon is also known as “banner blindness.”

Most people unconsciously ignore banner ads because they are often “quite annoying” or “irrelevant”.

And worldwide, 380 million mobile devices have ad blocking installed.

In the face of these challenges, you need a new marketing strategy to grow your brand and financial sustainability.

How Inbound helps businesses turn strangers into customers?

Doing Inbound marketing is not easy! An inbound campaign can:

• Including many channels and different types of attractive content, attract high demand customers to your website.
• After that, you will continue to help, support, provide adequate solutions. Then persuade potential customers to accept your offer exactly what they are looking for on Google.
• Finally, providing products and services makes your customers happy so they can keep coming back to your company.

That’s the way to break the initial chill to start a conversation. You prove yourself to be a reputable, reliable place for customers to convert to purchases.

At this time, the Marketing, Sales, and Customer Care teams need to work closely together to make Inbound promote the best performance.

Hubspot – The leading provider of platform, tools and knowledge of Inbound Marketing calling this the Flywheel principle.

Three main segments in the Inbound school

As an Inbound Marketer, your goal will be Attract the target customer file to the website – Connect, nurture to become potential customers – Take care 1-1 Exceeding expectations, make them your loyal fans.

To achieve this great goal, you will definitely need to work closely with Team Sale and Customer Care Team.

Do not worry, with Inbound Marketing methodology and a list of support tools, will help you and your team achieve this goal.

What is inbound marketing Everything you need to know about Inbound Marketing

Segment 1: Attract Attention

Get everyone’s attention, instead of forcing this familiarization phase. And provide values ​​before you want to get other values. This is the time to attract customers with lots of quality, useful content and remove barriers as they try to learn about your business, helping them find your brand easily.

This happens through creating quality content that appeals to the right people. The key metric to track at this stage is increasing monthly website traffic.

Some activities should invest in such as:

    ♦    Search engine optimization (SEO).

By carefully researching which keyword sets your target customers search for. Optimize them with a standard SEO process that I guides you. From there, visitors will easily find your website on Google among countless other websites.

    ♦    Creating useful content for free for users through blogging is also a core online marketing solution to drive traffic to a website. Therefore, it is not too much when Content Marketing is like the heart of Inbound.

    ♦    The campaigns are promoted on Social Media channels like Marketing on Facebook, Youtube or the specific social media channels that your customers are present. To quickly send them useful content.

    ♦    As a result of the Attraction Stage, your customers will have a good impression of the Brand. From there, voluntarily “engage” with you and move on to the Engage phase: connection, deep interaction

Segment 2: Engage – Connect, interact, cultivate the best conversion leads

This is a period of building close relationships, not just looking after “closing sales” with customers. Let your potential customers easily engage with the product and increase their ability to buy them naturally.

2 Key objectives in this Interaction phase:

    ♦    Increase engagement, maintain your interest after the attraction phase with Chatbot, email, live chat, or messaging apps. Implementing Webinars to guide and guide customers to solve the problems they are having is also a way to increase the interaction.

    ♦    Promote conversion. Increase the excitement, expect to use Demo products, try to feel your company’s products in the near future with the activities:

Call-To-Action (Encourage action)

Engage visitors to your website by encouraging them to take action. Call-to-action are buttons or links that encourage visitors to take action, such as “Download a free document” or “Sign up for Webinar”. If you don’t create an action that is not engaging and engaging enough, you won’t be able to turn users into potential customers.

CTA needs to be urgent, valuable and most importantly relevant to motivate users to take action but not too complicated.

The CTA button is inserted at the end of the article, on the right hand side when you are done with the message. However, you can insert many CTAs throughout the content, especially long content.

Landing Pages

Content-centric CTAs often send potential customers to a landing page.

Landing page is a separate page that mainly persuades users to fill in the form (conversion) to provide longer content and probably related to interest than the original content brought to them.

The landing page should continue to give your CTA a message. Should suggest for visitors to preview the content but do not provide sufficient information. Landing page is always fixed compared to the rest of the website.

It should:

• Simple
• Neatly
• Eye-catching design

This will help reduce distractions so users can focus on previous suggestions. The sole purpose of a landing page is to hold user contact information for content exchange. We often call it Lead – Target audience information.

Forms

This information is kept through the third part: Information form. To receive content, users must provide information such as name, email. Request user contact information because you’re applying the simple psychological principle: Respond. People often give you information when they feel they can get something back.

Like CTA and landing page, the information form needs to be attractively designed and quality, full of useful information to maximize conversion opportunities. Your information form must be placed at the top of the page, easily visible. It is best to have a title, a button showing exactly what the user wants to receive, such as: “Get a free ebook” or “Show videos”, “Send documents to me”…

Segment 3: Delight – Provides an experience beyond expectations.

There will be 2 small activities including: Pinning Sale and Customer Care.

Delight means bringing joy to customers on their buying journey. Fun to buy and Fun for customers to promote your company’s brand more widely.

Fasteners of orders (Close)

This is the decisive moment, “to eat all to nothing” for all inbound marketing efforts.

If the Engage phase to turn visitors into their lead customers, the closing phase of orders is to turn those leads into buyers. They really become their customers.

Common activities during this period include:

• Nurturing lead
• Lead points calculation
• Automation in marketing & Workflow
• Email marketing
• Discounts & Promotions

Nurture Lead

During the “close” period, you will “nurture” each lead so they buy according to each customer’s preferences and circumstances. Knowing when you can reach the customer can make the difference between closing your application or losing customers.

Your customers can be ready to buy whatever the price or functionality of the product. There are customers who wait to buy again in the future, or need you to convince them more.

The best thing you can do at this stage is to send the right content to the right people at the right time. You should create and publish content to address each “pain point” – pain points and customer concerns.

Lead Score Calculation

Leads scoring is a way of determining which customers are most valuable. You can calculate this by setting a target number for each customer. If your inbound marketing campaign is successful and has a large number of potential customers, you need to spend time nurturing and trying every step.

When calculating the right customers, you will be able to choose a high quality or promising lead. Instead of choosing customers who just want to get free content. Each business will have its own formula of calculating potential customers. And you probably already know which characteristics are most important to each type of potential customer.

These factors may include:

• Job Title
• Number of employees
• Career
• Place
• Location in sales channel
• Content type
• Number of content

Automation of Marketing & Workflow

Nurturing Lead is both an art and a complex science. So you need to think critically about using automated marketing software to run lead nurturing campaigns and customer relationship management.

These tools can trigger email or other actions depending on the type of content for each specific lead. At the same time, interact with them periodically to keep relationships without you having to spend a lot of effort.

Managing prospects and being smart in choosing content will save you time. You can spend more time thinking and planning at a more advanced step. Find out which strategies are effective and reallocate resources as needed.

Email Marketing

Marketing automation is primarily enabled for automated email delivery.

Depending on the lead’s performance, you can apply automation to send emails that provide relevant content to encourage them to buy (for example, a discount or success story).

However, even if the content is of appropriate quality, it is only a necessary condition. You still have to be smart in email marketing. The subject line of the email must be attractive, with a clear value when opening the email and create a sense of curiosity.

After you have collected customer data, by using that information you can personalize both the email and the email content you send.

Just like in the transition phase, A/B testing software can help you experiment in different segments. You can rely on this to determine the techniques of email delivery and how best to apply it.

You can check out almost everything in your email campaign:

• Headline
• Sender’s name
• Sent date
• Content
• CTA

Discounts & Promotions

As mentioned above, for leads near the end of a sales channel, the provision of discount or promotion policies can be a decisive factor in driving their purchases.

Have you noticed that customers interact with your content often? They walk around the website but have not yet purchased. This is the right time to send them initial offers.

The goal of making customers become loyal fans – Do not stop at closing the first sale. Inbound helps you extend the relationship with your customers, making them the word of mouth Marketing Channel, bringing your brand. farther and wider.

You are encouraged to continually improve:

• Return policy
• Free shipping and other shipping options
• Reward program
• High quality customer support
• Recognize and highlight their successes – introduce them to the rest of the world

Implement nurturing campaigns on the following tools:

    ♦    Smart CTA

Send different customers the appropriate messages and offers based on the buyer’s personal information and the specific stage of their purchase cycle.

    ♦    Social Media

Using different social media platforms gives you the opportunity to provide real-time care to your customers.

    ♦    Email and Marketing Automation

Providing your existing customers with truly impressive content that can help them reach their goals, as well as introducing new products and features that can make them care.

Inbound Marketing Costs?

The first answer to this question is: More or less, how much do you want?

Although there is a strong relationship between budget and new customers (lead), the larger the budget, the more leads. But this relationship does not necessarily give an exact rate as outbound marketing.

If you hire an expert to create a 5000-word article to become the world’s leading supplier of yoga mats, your content can rank top on google search results in a few years with Orders have a higher ROI (rate of return) than the initial investment.

Conclusion

Inbound Marketing will be the not too distant future of marketing – when modern businesses need to focus on the value provided to users. Because attracting customers to the website alone is not enough, businesses still need to continue to support, nurture and empower more customers, through effective Content Marketing, Social Marketing, SEO Website and branding.

Inbound Marketing provides opportunities as well as effective solutions to help positively impact businesses and customers. And that’s how businesses grow – by keeping Marketing, Sales, and Services focused on taking care of current and future customers.

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