Inbound Marketing: Strategy & Stages

Inbound Marketing: The Basics

What's the Strategy?

Inbound marketing is like attracting bees to honey instead of chasing them with a net. You're not interrupting people; you're offering something they find valuable so they choose to come to you. This way you build trust and lasting relationships.

The Inbound Journey: Attract, Convert, Close, Delight

The inbound strategy follows these four main stages, like a customer’s path to being a fan:

1. Attract: Bring in the right people with content they're searching for.
   • Example: A bakery writing a blog post about "How to Bake the Perfect Chocolate Chip Cookie."
2. Convert: Turn those visitors into leads by getting their contact information.
   • Example: Offering a free e-book about "Easy Cookie Decorating Techniques" in exchange for an email.
3. Close: Change interested leads into paying customers.
   • Example: Sending a coupon for 10% off a cake for those who downloaded the e-book.
4. Delight: Keep customers happy so they become loyal fans.
   • Example: Sharing a personalized video about how to store your cake perfectly after the purchase.

Content Rules for Inbound Success

Content is what attracts your audience. Make it strategic:

1. Be Valuable: Give your audience content they actually find useful.
   • Example: A fitness app offering workout routines instead of just advertising their app.
2. Be Discoverable: Ensure people can find you through search engines using keywords.
   • Example: Optimizing titles and descriptions to appear in search results.
3. Be Relevant: Regularly update and optimize your content as per customer and market trends.
   • Example: Updating a recipe blog with new ingredients and cooking methods that are trending.

The Flywheel: Keep the Momentum Going

The inbound strategy is a like a flywheel that grows by continuously adding value:

• Attract: use great content to draw in the right audience.
• Engage: Build a relationship with them by offering a unique experience.
• Delight: Keep them happy, so they become promoters of your brand.

This flywheel helps you continuously improve your marketing by focusing on building relationships that grow over time.

Tools for Each Stage

To apply the Inbound Flywheel, use these tools:

• Attract: (Drawing in the right audience)
  • Ads: Targeted social or search ads.
  • Video: Engaging video content.
  • Blogging: Keyword-rich, helpful blog posts.
  • Social Media: Appealing content on platforms like Instagram.
  • Content Strategy: Plan to maximize reach and impact.
• Engage: (Building relationships)
  • Lead Flows: Automated email follow-ups.
  • Email Marketing: Targeted emails based on interest.
  • Conversational Bots: Chatbots for instant engagement.
  • Marketing Automation: Tools to streamline workflows.
• Delight: (Turning customers into fans)
  • Smart Content: Personalized videos, blogs, and resources.
  • Conversations Inbox: A single place to manage all customer comms.
  • Attribution Reporting: Track what drives results.

Inbound Marketing in Practice

How It All Works Together

Inbound marketing uses different methods together for best results:

1. SEO (Search Engine Optimization):
   • Think of it: Optimizing your website to show up on search engines like Google.
   • Real-Life: Using keywords in your blog posts so Google knows what they're about.
2. Content Marketing:
   • Think of it: Creating helpful content that your audience wants.
   • Real-Life: A makeup brand creating video tutorials on makeup looks
3. Blogging:
   • Think of it: Sharing your expertise and building a readership.
   • Real-Life: A travel agency sharing tips on "Packing for a Cruise" on their website.
4. Social Media:
   • Think of it: A place to share your content and interact with potential customers.
   • Real-Life: A local restaurant posting photos of their daily specials on Instagram.

Social Media as the New Word-of-Mouth

• Social Amplifies: Social media helps people share their experiences quickly with others.
• Genuine Experiences: Social allows you to share authentic experiences with your audience.
• Builds Community: Creates groups of people who support your brand.
• Customer Content: Customers can become content creators for your business, promoting in their networks.

In short: Instead of chasing customers, you attract them with value.