Working for an inbound marketing agency means that you take the elements of traditional marketing that are still effective, and combine them with new ideas that add a new dimension to how businesses attract customers to buy their services and products. Working for an inbound marketing agency means constant variety, working with multiple clients, each with different needs. Variety means that you can approach each new client with a fresh and clear mind. Inbound is an alternative to the traditional strategy of intensely promoting products/services from the first contact with the prospective customer.
Inbound relies on four vital elements; attract, convert, close and delight. Success revolves around educating the visitor; solving their problem; selling them your product and then analysing your approach to continue the success. The focus is on what you, as a marketer, can do for the customer; inbound marketing is customer-centric.
As a result of the customer-centric approach, throughout the entire process, it is instrumental that marketers constantly use the buyer’s persona and the buyer’s journey to decide how to appeal to the buyer. The buyer’s persona is a representation, using data and research, of your businesses ideal customer. Moreover, the buyer’s journey is where the buyer is at in the procurement process: either the awareness stage, consideration stage or the decision stage. The stage of the journey will affect how the marketer should contact the buyer e.g. a blog post or a video etc.
In order to solve your prospective customer’s problem, remarkable content has to be created. Combining remarkable content with context (buyer’s persona) is the key to successful inbound marketing. Content can take multiple forms; blog posts, case studies, videos and e-books, etc.
In the 21st century, the internet is a marketer’s dream, especially with the introduction of social media. Social media is essential for inbound because it not only publicises your business, it also optimizes the reach and awareness for the content you create. Social media drives traffic, generates new leads (prospective customers) and builds a community around your business. Email marketing and other forms of more traditional communication, are still relevant but these methods are arguably less effective than newer types of content such as blogs.
This week on work experience, after entering the world of inbound marketing, to me, the process is a fresh approach on traditional marketing that aims to educate and build trust with a business’s customers.
Inbound marketing appeals more than its traditional counterparts because it’s a modern strategy for a modern customer. Inbound has taken the elements of traditional marketing that are still effective, and combined them with new ideas that add a new dimension to how businesses attract customers to buy their services and products.
Ultimately, I have learnt that in order to turn visitors into leads – prospects – customers and then promoters, marketers have to: research their buyer’s personas, consider their buyer’s journeys, create remarkable content and then leverage that content to gain customers. Inbound is a particularly interesting aspect of marketing because it flips everything around; the customer comes to you and the relationship between the marketer and customer is entirely different.
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