For many years us marketeers have focused on outbound marketing. A one-way message, attempting to buy people’s attention. Think Radio, Think Advertising, Think TV Adverts. With Inbound Marketing the focus switches to ‘earnt’ attention. By providing your prospects with something of value they give you permission to keep marketing to them. For example, giving away tips in a blog article/whitepaper, which your prospect finds via Google is a good form of Inbound Marketing. They like your content, it sounds like you know what you’re talking about, so they subscribe to your blog feed and in turn give you permission to market to them in the future. A powerful way of creating a relationship with someone who was a stranger only minutes before. You’ve ‘earnt’ their attention.
This is the first step.
True inbound companies work on converting these people into customers, taking them on a journey down a sales/marketing funnel (still providing value all the way). This is called lead nurturing. This can consist of email auto-responders; automated emails which keep giving you more information/help/advice, conversion optimisation; different formats for the same pages on a website, tested constantly for the best results and even dynamic content; if I know you’ve downloaded a document before from my site and you’ve given me your name, I might put a personal message for you on my site the next time you return.
The first step to becoming an inbound organisation is to work out your customer personas. You may have two or three for your business depending on audience types/number of products etc. In my business, one of our personas is Bob. Bob is the managing director of a successful business turning over more than a million pounds a year. He has built the business from scratch and is fascinated by marketing. He’s a true salesman and sells his business better than anyone else. Bob is interested in marketing because he recognises that it’s the route to take his business to the next level. He’s an enthusiastic chap who knows what he wants and looks to employ the best people for the job. He doesn’t try and drive people down on price because he appreciates quality. He calls his suppliers partners.
Now when we create marketing material we think of Bob. Would this blog article be of interest to him, would this letter we’re sending out get through his PA? Is this whitepaper going to be something he prints out and takes home to read at night? Your focus on marketing becomes more defined and less time is wasted trying to appeal to all.
As clichéd as it might sound, sharing is caring in this world. Create remarkable content that people want to talk about and tell their friends to check out. This is the way of an inbound organisation, is it the way of your organisation?
If you’re practising Inbound marketing I’d love to hear your stories in the comments. How is it working for you?
p.s. Hat-tip to Hubspot who are the masters of this world and coined the term back in 05/06. Love your work guys.