Describing inbound as a game changer is based on the idea of bringing information to genuine prospects. It’s not about what your company offers, it’s more about what your persona is looking for, what questions or problems they have (consciously or unconsciously).
In this context, one also speaks of the customer journey , in which a potential customer goes through the phases of attention, consideration and decision.
The often-quoted marketing principle that
advertising must meet people where they are,
in inbound language is:
Marketing must meet people where they want to be met. And only when they want to be met.
Inbound makes maximum use of data
Inbound marketing is such an effective form of marketing because it is based nurse database on high-quality content, attracts new customers and, in addition to the right timing, requires a sound database and sound data management.
Read more: More deals with less effort – 6 good reasons for a CRM system
Without modern digital media, the inbound concept would have been difficult to implement. The methodology only became mature thanks to the possibilities of individual, digital research.
And that is why data processing from the first contact with a new customer is carried out with maximum digital strategy:
- With the help of inbound marketing software, dedicated goals and key performance indicators can be set.
- These key figures can always be evaluated up to date.
- This makes the success of your marketing activities actually measurable!
To fully understand the inbound method, it is worth taking a look at the following graphic.
It shows:
The four phases of the inbound methodology
1. Dressing
The first step is to turn strangers into visitors. To do this, tailored what is nps and csi in sales and highly relevant content is provided online, e.g. with a blog article or social media post. This content must always be keyword-optimized (i.e. it is based on the search volume of the respective keywords in Google search). This content should attract as many visitors as possible to your own website or corresponding landing pages.
2. Convert
The next important step takes place on your website or on special landing pages. Visitors are offered a so-called offer via a CTA button (call-to-action) . This offer can be, for example, a white paper, a document or a useful tool.
Before the visitor can download the offer, they have to enter some data into a form. The principle is based on give and take – content in exchange for contact details. Or to put it another way: If you want to convert your visitors into qualified leads, you have to offer them something here.
The more often a visitor uses your offers, the more data you can collect about him and his situation using intelligent forms.
3. Complete
In the next step, the generated leads are developed and provided with useful information to turn them into customers – ideally directly.
This strategy, known as lead nurturing, can be implemented manually or via marketing automation, using predefined workflows.
Such workflows guarantee that every lead receives powder data the right content at the right time.
In this way, you can develop your lead further and ultimately turn it into a customer.
Read also: Marketing Automation: Using workflows for perfect lead nurturing
This last step usually requires additional work from the sales department. They contact the interested parties and make themselves available as a representative and contact person for the company.
It is important to recognize that your sales department is no longer conducting cold calling here. Rather, the qualification of genuine interested parties becomes the main task.
4. Inspire
The final phase is about using the acquired customers as advocates for your company or brand – keyword: recommendation marketing .
But customers only tend to recommend us if we inspire them!
Through special email contacts, relationship management, individual content and good customer service, your customers can not only remain loyal to your company, but ideally, as sponsors, they can also draw new, unknown potential customers’ attention to your company.
A flywheel for new customer acquisition
This aspect of ongoing customer care and service also has its role in the inbound methodology. Existing customers should not only be further developed. Good service also completes the picture by consistently putting the customer at the center.