Inbound Marketing for sustainable growth

Draw attention to your services without disturbing

What is Inbound Marketing?

Inbound marketing is a methodology based on attracting new prospects to your website through relevant, informative and helpful or educational and entertaining content in a natural and non-intrusive way.

When it comes to contact, Inbound Marketing is about building a personal, confidential and long-term relationship. And to gain their trust, you need to provide them with content that helps them, answers their questions or meets their needs.

With a good Inbound Marketing strategy, you can use your content, as well as offer personalised customer experiences, to convert visitors into leads, convert those leads into customers and ultimately turn them into ambassadors for your business.

This involves complex customer-oriented action.

Does Inbound work for you?

The approach of Inbound Marketing is suitable for all companies in every branch!

And is also very attractive for small and medium-sized enterprises. Because the campaigns are geared towards your potential customers and are constantly being developed and adapted.

To practice Inbound Marketing successfully, a solid knowledge of your goals is essential and you need to continuously deliver information, service and content that keeps your ideal customers informed and meets their needs at each stage of the Buyer's Journey.

If you are not sure whether Inbound is right for you, we will be happy to advise you.

The marketing circle according to the Inbound Methodology

The marketing circle according to the Inbound Methodology, Attract, Engage, Delight

Attract

Creating a clear vision of your ideal personae, at the beginning there should be 3, is an important element to identify the pain points of your target customer. The goal is to provide the right content at the right time through search engine optimisation and social media.

This includes informative and understandable information on your website, details about your products or offers, blog articles, social media posts, videos, e-books, white papers and possibly paid content promotion (advertising).

Engage

Provide your website visitors with exactly the information and service they are looking for and need to become your customers. 

Optimal customer interaction requires a holistic communication concept across customers' preferred times, contact and channels with the aim of an open and successful dialogue.

Online meetings, live chat and bots, for example, or an additional service channel on social media are all possible.

Delight

Inbound Marketing is about providing great content and service to your prospects, leads and customers.

As well as keep your customers and leads informed about news or offers with dynamic content, social media and trigger marketing and also get remembered.

Inspiring people goes beyond keeping them happy. Always help and support and make them advocates of your company.

Inbound Marketing, Customers at the Centre

„Marketing means seeing the whole business through the eyes of the customer.“

- Peter F. Drucker

The basis of a successful Inbound Marketing Strategy

As we mentioned earlier, the Inbound Method uses some specific tools to convert website visitors into leads and then into customers.

Buyer Persona

These are semi-fictional representations of your ideal customers. These are created using concrete data and plausible assumptions about demographics, behaviours, motivations and goals.

That means researching, analysing and knowing and understanding existing customers.

To create a buyer persona, 3 aspects should be followed:

  • Thorough research, surveys, internet...
  • Recognise trends, patterns and similarities
  • Creation of persona profile stories

Buyer's Journey

This is the active research process of a person on the way to a purchase. The better you know the person, the better you can provide the content and service they want.

There are 3 phases to consider here:

  • „Awareness“ - The realisation that there is a problem.
  • „Consideration“ - Search for possible solutions.
  • „Decision“ - Purchase decision.

Since website visitors could be coming to your website for the first time at any of these stages, the right content should be available for each stage.

Elements of Inbound Marketing

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Content
Content Content in the right context - It's all about the information content for your personae.
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SEO
SEO

Optimise content for search engines with specific keywords and search terms for your service or product.

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Distribution and Social Media
Distribution and Social Media Distribute the right content through the right channels, at the right time for the right consumer.
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Calls-to-Action (CTA)
Calls-to-Action (CTA) A well thought out CTA is specific to your Buyer Persona and to the stage in the Journey that leads to a specific offer.
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Landing Pages
Landing Pages A good LP focuses the reader's attention on one thing: filling out and submitting the form.
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Thank You Page
Thank You Page

This page is an appropriate way to say thank you and, if possible and useful, to offer another special.

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Analytics
Analytics

Evaluating your Marketing Strategies, what works and what doesn't, in order to be able to continuously optimise them.

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Lead Nurturing
Lead Nurturing

Lead Nurturing is the process of addressing a lead with further relevant information at the right time.

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Follow-up Emails
Follow-up Emails

This is used to send an email after an action, for another offer, to clarify the status of things or to remind yourself.

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Pop-ups
Pop-ups Are very popular with certain sites, such as newsletter or blog subscription, depending on the function or setting, the display can take place at a certain time.
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Live Chat and Bots
Live Chat and Bots Interaction and conversation in the now, live chats can be found during normal business hours, while bots can be used around the clock.

Inbound Marketing is measurable

Some of the most important KPIs are:

  • Number of website visitors
  • Bounce rate and time spent on the website
  • Website or CTA clicks
  • Conversion rate from visits to form submissions (Leads)
  • Conversion rate of forms (Leads) into Sales Qualified Leads (SQL)
  • Conversion from SQL (Sales Qualified Lead) to Customer

 

In some cases, you may not be able to track the number of leads generated as a direct result of your campaign, but you can track how many downloads your content has had, how long visitors have watched your video on average and how many new social media followers you have gained.

You can also use them to see what needs to be improved.

We are happy to help and support you in this!

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Inbound Marketing with HubSpot