Inbound Marketing for Growing Organisations

Is it a major challenge to find leads, nurture them and convert them into customers?


What is 'Inbound' Methodology?

  • Inbound is a methodology connecting ALL of your digital sales, marketing and customer service activities and tactics to grow your business with more of the right traffic and leads, produce and retain more customers and increase ROI.
  • The inbound methodology is composed of three stages (that also happen to represent a customer's journey) namely : attract, engage (convert and close) and delight. Inbound is about adding value at every stage of the customers journey.
  • From a business perspective, the methodology represents the growth of a business and inbound businesses use the methodology to build trust, credibility, and momentum.
  • Inbound can shape your creative focus to ensure you create quality content and exceptional customer experiences that pull customers towards your organisation and marketing channels by aligning their interests. Image reference: HubSpot Inc.
 

What is Inbound Marketing?

  • Using the above mentioned Inbound Methodology in Marketing is known as Inbound Marketing. It is important to understand that Inbound applies in a digital sense.
  • In a digital-first wold, traditional or 'old-school' marketing (4 P's, PR, letter-box, print, phone) has become ineffective, it's expensive and a thing of the past, you could say obsolete.
  • For modern marketers (and modern salesman), control has shifted from the business or brand directly to the customer. Outbound marketing no longer fits into a data-guided wold.
  • For over a decade, Inbound methodology has been combined with emerging modern Marketing techniques, tools and tactics to become a proven and scientific technique regaining control for marketers and catching customers for sales.
  • Modern marketing techniques, tools and tactics include websites, social media, email marketing, content strategy, ppc, seo, video, blogging, crm, lead flows, conversational bots, marketing automation, smart and dynamic content, attribution reporting...the list goes on.
  • Modern marketing and inbound (Inbound Marketing) mould upon some strategic and fundamental elements behind their success namely: deep understand of the target ideal customer or buyer persona, their customer buyer journey and a precise content strategy to present the business solution in the moment they need it most. 
  • The inbound methodology in Marketing is exceptionally effective because it centralises all the elements required to attract new prospects (traffic) to the business, engage (nurture) them personally, yet at scale, and delight them individually.  Image reference: HubSpot Inc.
 

Understanding Inbound Marketing

For inbound marketers, the goal is to attract new prospects to your company, engage with them at scale, and delight them individually, to effectively help the business grow. It's a big job, but the inbound methodology has you covered conceptually, it looks like this:

Inbound-marketing-joureny-stages.png

A Simple Use Case

Let's explore how the inbound methodology works to solve business challenges for the buyers journey, within a marketing strategy.

use the < > arrows or swipe

Images reference: HubSpot Inc.

Companies are
3x
as likely to see a higher ROI on inbound marketing campaigns than on outbound
Inbound marketing delivers
54%
more leads into the funnel than traditional outbound leads
Outbound leads cost
49%
 
more than inbound leads

What is Content Marketing Strategy?

  • A Content marketing strategy is a marketing program that centres on creating, publishing and distributing exceptional content for your target audience, the goal of which is to attract new customers
  • The right Content is fuel that empowers a successful marketing (and growth) strategy. It is the message, the secret sauce from which your inbound marketing strategy produces traffic, leads and customers.

 

 

 

 

Old School vs. Modern Marketing

This is a great segue for new inbound marketing and content creation efforts to meet

 

Old School Medium

Modern Medium

          

Old School Medium

Modern Medium

Print Newsletters Email Newsletters Smile and Dial for Media Coverage Share It With the Many, Not the Few
Trade Show Banners Social Media images
Magazine Ads Native Website Ad Work With Great Designers to Create Your Ads and Logo Design and Build for a Visual World
 Banners Ads Pap Per Click Ads
White-papers eBooks / PDF Guides Guess Which Content Your Audience may like Know Which Content Your Audience Will Love
Research Reports Infographics
Brochures Website Pages Build and Deliver Upon a Major Campaign Continuous Engagement Outranks Campaigns
Direct Mail Email Marketing
Radio Ad Copy Tweets

 

 

Inbound Marketing 101

Lupo-Digital-Inbound-Marketing-101-guide

Learn why inbound marketing is a cost-effective solution to increase leads for your business or organisation

Inbound Marketing Guide

Lead Conversion

Lupo-Digital-Lead-Conversion-Lead-Management-guide

Learn how to manage leads and convert them into customers with our advanced lead management guide.

Lead Management Guide

Using the Inbound Methodology in Marketing

 
 
Lupo-Digital-Inbound-Marketing-Tools-to-Attract-Engage-convert-close-delight

Attract

You want the right traffic to come to your website. But, how do you get them there? You attract more of the right customers with relevant content at the right time — when they’re looking for it. This way you'll attract people most likely to become leads and, ultimately, happy customers. 

Using a website, various marketing channels, tools, tactics and an inbound content marketing strategy to build your authority (seo) in search you'll rank for the topics that matter the most to your prospects. Using social media tools, you publish blog posts or video content across social networks and create ads to increase awareness of your brand with your target audience.

Throughout each stage, you’ll need to be reporting and analysing these efforts to stay informed on what’s working and where you need to improve.

Engage (Nurture, Convert & Close)

Using conversations marketing tactics, you create lasting relationships with prospects in the channels they prefer — through email, bots, live chat, or messaging apps. As prospects visit your site, you capture their information using conversion tools — CTAs, forms, and lead flows (pop-ups).

Then you need to collate and use all the prospect and customer information in a CRM system to personalise the website experience using smart content and the entire buyer’s journey using email and workflows. Create brand loyalty by targeting specific audiences (based on ideal buyer personas) with your social content or ads. You may need to consider form a range of from hundreds of connect integrations to add additional tools and features to fit your business’ and websites unique needs.  

Delight & Retain

Use email and marketing automation as well as conversational marketing to deliver the right information to the right person at the right time, every time. You will need to align all the marketing efforts, tactics and insights with your sales and service team members to create contextual conversations with the people you do business with and to better convert more leads into customer .

Create memorable content your prospects will want to share with their friends and family by using a variety of content formats — like video and automations, emails and socials media, special offers and incentives — that your prospects prefer.  

Now you're doing inbound marketing!

Inbound Growth Methodology

Brining Inbound Sales, Marketing and Services All Together.

A proven methodology for growing a business

Inbound Sales

Based on the insights derived from their inbound marketing machines,  Inbound Sales is the result of sales teams who leverage all the data, advances systems, tools and tactics available and enabling them to fill and grow their pipelines and engage with people who are ready to have a sales conversation. And, they can do this much quicker and more efficiently than ever before and, most importantly, by providing the ultimate customer experience when solving customers problems this way.

Inbound Sales rely upon a robust CRM system and the open-ness of all sales and marketing resources to welcome in the formal function and process of Sales Alignment. Together, Sales Alignment and Sales Enablement (when implemented effectively) see the Sales function leads to sales growth that usually surpass all targets, superseding expectations.

Inbound (Customer) Services

Once Marketing and Sales have done their jobs and customers enter the business, qualified service professionals take over to ensure the business delivers its' promise to every customer.

Traditionally, customer services took place via a range of fairly limited and silo'd channels for exmaple;  call centres and by phone,  email, messaging, referring to a website knowledge bases articles, FAQ's and more recently live chat and even message bots.

In the traditional framework, Customers are moved in all sorts of directions and very often are totally frustrated especially if each silo start the customer enquiry (service) and process all over again because data and response capability are not aligned, centralised nor visible to one another.

Inbound Services operating upon the Inbound Methodology remove the silos by leverage Inbound technology, tools, centralised data and processes to turn customers into promoters and, exceptional Service into growth. Inbound Services makes truly happier customers stay longer and grow businesses faster.

Where Inbound Marketing fits into an Inbound Growth Strategy 

Inbound Marketing is a methodology first conceived and endorsed by HubSpot (growth and automation technology)and now globally adopted. The methodology is one of the key ingredients built into the fabric of an inbound growth strategy and powering those thriving and successful business who have implement it.

The pillars upon which the Inbound methodology and indeed the Marketing journey are built are:

If inbound marketing does it's job, then leads have arrived into your company CRM system with all their historical activities and engagement nicely recorded and accessible. This sees the inbound methodology shift to Sales. Here we see the power of the inbound methodology providing a sales team with advances digital insight, tools and capabilities never seen by any generation before us.

 

Need Help With Your Inbound Marketing Or Growth Strategy?

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