Inbound marketing services help position your company and your brand as the go-to experts in your area of specialization.
It draws prospects in, demonstrates your experience and expertise, and gradually leads them to the conclusion that your company, product, or service is the one that they need.
With inbound marketing, the focus is on the prospect. You earn attention by offering helpful, quality content that motivates prospects to read, share, and engage.
The inbound marketing methodology aligns perfectly with the way buyers are researching and making purchases today. When prospects begin their search for a solution to a problem, your blog posts, white papers, guides, and other content help them explore and evaluate their options.
Once they’ve decided which solution they want to pursue, your case studies, comparison charts, in-depth reviews, and testimonials help them decide that your company is the one to partner with.
Since you’ve captured their email addresses when they downloaded one of your premium content pieces, you can nurture these prospects throughout the buying journey by sending them related, helpful content you know they’ll appreciate.
As you guide them through their journey, they come to realize that you and your team are experts with the experience needed to completely solve their concerns.
Once your inbound marketing engine is running, it will continue to deliver a steady stream of quality leads.
Traditional marketing pursues the prospect. Inbound marketing attracts and persuades the prospect. Traditional marketing can be effectively combined with inbound marketing, but because the way people buy has changed, traditional marketing rarely works well on its own.
Let’s say you own a company that sells innovative ergonomic office furniture online. You want to attract more people to your website so you’ll gain more customers.
How are you going to make sure that a customer in California, who is trying to decide whether he should invest in a new treadmill desk, ends up browsing options from your company, which is based out of Charlotte, NC?
If you are a smart furniture company, then you have a blog that covers topics of interest to your target audience, like “What Ergonomic Experts Have to Say About Treadmill Desks,” “Is a Treadmill Desk the Right Choice for You?” or “Five Things to Consider before Purchasing a Treadmill Desk.”
These articles organically incorporate keywords that prospects are searching for online.
As search engines work to find relevant results to present to our prospect in California, they pick up on the keywords, consider how many people have read and shared the article, scan through and find lots of helpful pictures and diagrams, and decide that your article is a high-quality piece of information that would serve the prospect well.
The prospect clicks on your site’s search result and — Boom! A complete stranger is now a visitor to your site.
The next step in your inbound marketing strategy involves taking that visitor and turning him or her into a customer.
You might include a pop-up form on your website that asks the visitor to share an email address in exchange for a comprehensive guide on how to stay active in an office environment or a 10% discount off their next purchase.
Or a content offer like this one below. Feel free to reach out and learn more about our inbound marketing services. You can contact us here.
While this is certainly a simplified version of how inbound marketing works, it highlights all the essential features: