Inbound Marketing is a marketing methodology focused on attracting, educating and empowering consumers via relevant content that actually helps and guides them until they are ready to purchase your product or service. That road to purchase is the buyer\u2019s journey, an active exploration or research process that a buyer goes through, prior to and leading up to the actual purchase. It\u2019s made up of 3 stages: Awareness, Consideration and Decision. Traditional methods of "outbound" marketing tend to be loud, impersonal and annoying.\u00a0Let us explore\u00a0what inbound marketing means and you can get yourself found in search engines, the blogosphere, social media and convert more prospects to leads and customers using landing pages, lead intelligence and marketing analytics. Inbound Marketing Methodology Inbound marketing focuses on earning, not buying, a person\u2019s attention, which is done through social media and engaging content, such as blogs, podcasts and whitepapers. This content is interesting, informative and adds value, creating a positive connection in the eyes of the consumer, thus making him more likely to engage your brand and buy the product. So it costs less and has better a ROI. Strangers to Visitors: Attract Target users looking for better ways of solving a problem. In this phase of the funnel user is usually trying to find solution to a problem or trying to meet need to his challenge. The first part of the inbound marketing methodolgy is to Attract. The world of the person (who uses a product or service) has changed. You can no longer have your brand interrupting people while they are in the middle of something completely unrelated to how youcan do business together. The inbound marketing methodology puts your brand in front of prospects when they are actually looking for what you have to offer. \u00a0Some of the most important tools to attract the right users to your site are: \tSearch Engine optimization\u00a0 Search\u00a0engine\u00a0optimization\u00a0(SEO)\u00a0is the\u00a0method\u00a0of affecting\u00a0the web\u00a0visibility of a\u00a0website\u00a0or\u00a0a web\u00a0page\u00a0in\u00a0an online search\u00a0engine's unpaid\u00a0results--often\u00a0referred to as\u00a0"organic", or "earned"\u00a0results. \t Inbound Content Inbound content is the content required by inbound marketing methodology for attracting customers through relevant and helpful content and adds value to the customer. \t Blogging The purpose of writing blogs is to promote a product or service,create awareness about your brand & whatever is trending around it, information sharing about relevant topics. \t Social Media Marketing Social media is one of the most budget-efficient marketing techniques used to syndicate content and boom your business' visibility. Visitors to Leads: Convert\u00a0 When you\u2019ve attracted website site visitors, the following step is to transform those traffic into leads. You do this with the aid of starting up a communication in whatever way works great for them \u2013 with landing pages, call to actions, offers etc. when you\u2019re in touch, you answer questions and offer relevant content material that is interesting and valuable to each of your personas \u2013 and keeps the communication. \t Landing Page\u00a0 Lead generation landing pages are used to capture visitors data, together with a name and an email. Purpose to do so is to collect statistics with the intention to permit you to market to and associate with the likelihood at a resulting time. \t Call to Action Call to actions are intended to incite a prompt reaction from visitors, more often than not utilizing a basic verb, for example, "call now", "discover more" or "download ebook" etc. \t Offers Due to different offers presented to different visitors, there is high possibility of vsitors getting converted and moving onto next stage of the funnel. Leads to Customers: Close You've pulled in the right visitor for you and changed over to correct leads, however now you have to change those leads into clients. By what method would you be able to most adequately do this? The business tools accessible at this phase to ensure you're closing the correct leads at the perfect time. \t Automation Marketing automation alludes to the tools or software that exists with the objective of automating marketing activities. Many marketing agencies need to automate redundant errands, for example, messages, web-based social networking, and other website activities. Marketing automation makes execution of these tasks less demanding. \t Lead Nurturing Any lead you get should be nurtured according to their interests and their funnel journey. The bloging sites they visited, landing pages, and other content they referred should be taken into consideration. Excellent nurturing process helps you win new customers faster. \t Social Monitoring Social Monitoring helps you pay attention to what is being stated across the internet; monitoring media now not just from conventional publishers, but on thousands and thousands of social web sites too. Customers to Brand Advocates: Delight Furthermore, now your customer have substantially higher desires of your business. Along these lines, it's significantly more imperative to draw in with, delight, and make your customer successful. In you do so, they will be with you for longer haul, refer their companions, and be cheerful to tell the world they cherish you. \t Engage Manage, collaborate, and respond to customer messages, from any channel, inside HubSpot. Keep track of potential deals, questions, comments, and requests \u2013 and start having better more meaningful customer conversations. \t Advocates This will emphasize getting existing customers to talk about the company and its products. Want to use Inbound Marketing to generate leads for your business? BUYER'S PERSONA Buyer's Persona is a semi fictional representation of your ideal customer. This enables you to comprehend your clients (and forthcoming clients) better. This makes it less demanding for you to tailor your content, messaging, products & services to the particular needs, practices, behaviors, and concerns of different groups. A point by point buyer persona will enable you to figure out where to center your opportunity, manage products & services, and take into consideration the next step over the association. Thus, you will have the capacity to pull in the most profitable visitors, leads, and clients to your business. Get into the mindset of your ideal customers so that you can produce right content to attract more ideal customers and eventually convert them 1) Research The strongest buyer personas are based on market research as well as insights you gather from your actual customer base (through surveys, interviews, etc.). Organize this research and compile it all into a beautiful, presentable, palatable format 2) Indentify Trends (What,Why-interview) Look through the trends about how certain leads or customers find and consume your content. Your existing customer base is the perfect place to start with your interviews, because they've already purchased your product and engaged with your company. At least some of them are likely to exemplify your target persona Begin with a basic inquiry - one of our top choices is, "What is your greatest business challenge?" Learn more about that person by diving deep into that question. You take in more by asking "why?" than by making more shallow inquiries. BUYER'S JOURNEY The active research process a buyer goes through leading up to a purchase.\u00a0The buyer journey is often described in terms of content needs or customer needs. While these are important, here isn't a clear description of the buyer trip in terms of the goals and role of the marketer. What buyers are looking for? Simple, additional information about your product that can\u2019t be found online. As a marketer, you can customize your process to the buyer\u2019s context by understanding the buyer\u2019s journey. Buyer's Phase Buyer's Say Awareness - Need, Problem, Opportunity \u201cHow do I know if I\u2019m interested if I don\u2019t even know you exist?\u201d Research Consideration - Explanation, Solutions, Provider "Want to know more about you Going through content and collaterals, pricing" Compare Decision\u00a0- Inquiry, Sign up, Schedule "Give me ROI generic sign offs" Done Awareness - Consideration - Decision Example: The significance of mapping your customer journey on your marketing funnel has several benefits: \tIt allows you to determine wherein your resources have to be allotted. \tYou can measure behaviour and concerns of your buyer at each degree of consideration. \tYou can also fix any shortfalls occured with your buyer to improve for the next buyer's journey CAMPAIGN EXECUTION How long will you execute your campaigns based on the research and preparation done so far? Acquire maximum value before the campaign theme becomes blurry to you? How will you drive traffic and what should you be measuring? These are all important questions to address before your campaign begins. So whether you're warming up on your first campaign or just need to hit the go button, following steps will ensure to execute your next inbound marketing campaign success- Offer : Here the idea is to create a piece\/es of valuable content that you think will attract and drive conversions. Determine which type of Offer you want to give \tA whitepaper with facts and benchmarks \tAn intermediate-level guide \tAn upcoming Event \tA free assessment\/consultation \tEbook or Checklist Timeline & Goals The timeline will differ for every section of the campaign, but think about how to spread out your mix of offers to (make as big as possible) it hit\/effective without having them run so long that the overall theme is watered-down. Setting goals is easiest if you've already got previous results. Drive Traffic To support your campaign and drive traffic to your offers, form content & manage your other communication channels in such a way that it drives traffic towards your offer. \tBlog \tSocial Media \tEmail \tPay-Per-Click Ads Nurture Leads Just because someone converts on one offer in your campaign doesn't mean they're ready to make a purchasing decision. Use a series of related emails to incrementally give your leads more and more information, and to nurture them through the sales funnel. Lead nurturing tools make it easier to automate and scale this practice, but if you\u2019re a small enough business, it\u2019s something you can do on your own. Report & Analyze: There are a few metrics that are truly central to the success your campaign. When your campaign period comes to a close, it's a good idea to report on the following: \tNew Customers \tLeads acquired \tOffer downloads \tCTA clicks \tViews Ready to hit the "Go" button on your campaign? BEST PRACTICES Inbound marketing is a powerful and effective methodology for B2B, B2C and nonprofits alike. The most recent State of Inbound study from Hubspot found respondents prioritizing inbound over outbound at a 3:1 ratio \u2014 no matter the audience. So, what are some inbound marketing best practices? Use Buyer's Persona Marketing success rests on the business\u2019s knowledge of its audience. A customer relationship management tool, such as HubSpot, can help the brand better identify its target persona, track their activity and build campaign flows targeting each audience segment. Use Buyer's Journey Identifying where a customer is in the buyer\u2019s journey is another fundamental practice for the success of inbound marketing. Most prospects today don\u2019t like to be prospected. They try to look for additional information about a problem or solution that can\u2019t be found anywhere else. Create Remarkable Content Content+Context (tools,Quiz,Guides) Depending on the type of customer and the stage in their journey, you can offer content in various formats such as blogs, emails, research papers, videos, thought leadership articles, whitepapers and much more. One thing you should keep in mind is to refrain from blowing your own trumpet or hard sell your services as much as possible. Discover &\u00a0Distribute\u00a0 Once you have created high-value content, it is essential to distribute it across various digital platforms so that it is visible to the maximum number of prospective customers. \tSocial Media \tBlogs \tLanding Pages \tCall to Actions \tEmails Nurture your leads By now, you may have already considered taking the inbound marketing approach to bring in more business leads, convert them into sales and grow your business. If you have not yet considered inbound marketing, you should read our blog to understand why this is the best marketing approach to grow your business. Inbound marketing is not a random process but is something that requires discipline and following the best practices so that you can see success. If you follow these practices, you can be sure that your organization will witness seamless sales and business growth.