Inbound Marketing is about empowering the end user with relevant content that provides value. It should always create an atmosphere that is captivating to each recipient. Inbound marketing does not happen with batch and blast methods. It is a conscious strategy that looks specifically at individuals on a case-by-case basis.
That seems crazy, right? How do we become so in tuned with each individual and where they are in the buyer’s journey?
To do it correctly, you must take a deep dive into your metrics and figure out who is doing what with all of your campaigning assets. You can always make a message feel one-to-one vs. one-to-many based on the data you have collected. Assuming you are collecting data, and it’s clean data, and the data is your target audience, and…..data, data, data, I could go on for a while with this one.
Inbound Methodology – Attract/Convert/Close/Advocate
The philosophy is the same with any marketing strategy. Turn prospects into customers. However, with Inbound, we are using strategies that are relevant to the end user at every level of our marketing funnel.
Even after a prospect converts into a client, we should continue only delivering relevant information. That is how we build upon a foundation we started and move them from prospect, to client, to outspoken advocate.
You first need to know where your place is in the marketing hierarchy. Are you selling a product/service that is direct-to-sale or is the effort to assist in the sales cycle to a sales staff? Knowing your place allows you to structure the right kind of messaging before even thinking about how to segment your audience and what content to deliver.
Inbound Journey – Awareness/Consideration/Decision
Map out your buyer’s journey based on how aware someone is of your brand. Would you approach people differently if they did not know your brand at all versus knowing it extremely well? Think about what stage of the buyer’s journey someone is in when considering your brand. What relevant messaging can you use to strengthen your bond when someone is considering your product/service. What are the determining factors that take a prospect and converts them into one of your customers?
If you have a sales staff, they typically can add context to questions you have for each of these levels. If you are doing direct-to-sell, then there are ways to look at your data and make decisions about how people have previously interacted with your brand.
With Inbound Marketing, consider what stage the recipients are in regards to the buyer’s journey. How does that change the type of conversation you have with them to keep the conversation relevant. That allows us to not only create content based on their actions but also deliver the content at the appropriate time based on where they are at in the buyer’s journey.
If your inbound marketing strategy is on point, it will be much easier to keep people engaged until they have decided to purchase from you or not.
Map content to the inbound buyer’s journey
You would not send a thank you for purchasing before a purchase, right? I know that is a little sarcastic, but I have seen strategies that are close to that. I am sure you have been in very important conversations where you pick and choose your words very wisely. This strategy is the same concept. We need to be cognizant of where someone is in the buyer’s journey and speak to them in a way that is relevant to their needs.
Prework to great inbound strategies includes; Who, what, when, where, and why.
Who = Who is the recipient of your communication
What = Actionable relevant CTA’s like offers, webinar’s or sales event’s
When = Appropriate time to deliver your messages
Where = Where do you deliver your message and how do you speak in that medium
Why = Why would those you seek be interested in what you are marketing
The pre-work is necessary to know how to draft a strategy that will consistently be relevant throughout the complete inbound customer journey. Inbound Marketing will pay dividends if the strategy is applied correctly. In layman’s terms, you are only speaking to those who want to be spoken too.