What is Inbound Marketing and why is it so revolutionary?
There is a revolution.
Whether you like it or not. Marketing is being changed.
Your customers have become quite good at it, hide annoying advertising. Especially on the Internet. Keywords: banner blindness.
The following statistics also show that the old marketing no longer works so well:
- 87% of people turn to when television advertising.
- 45% of people can direct mail unopened.
- 84% of 25 to 34 year olds leave the site rather because of excessive advertising.
- More than 2 million German are on the Robinson list.
That is why we do not watch TV anymore, we look Netflix. We hear no more radio, we listen Spotify.
Why then, we will use for marketing or traditional methods when our clients give us any more attention?
It has established a new marketing method.
One who wants the customer. One that even provides added value. One method that is good for the customer.
We need a method that will love our customers. It is precisely this method is called: Inbound Marketing.
To explain inbound marketing, we look first Outbound Marketing in detail.
What’s Outbound Marketing?
Outbound marketing is traditional marketing, with which we are all grown up: television advertising, direct mail, print ads, telemarketing, radio advertising, billboards, etc.
But Outbound Marketing is at home not only in the offline world. Even online you can find it: mass emails, banner ads, spam and even much more.
Outbound Marketing is push marketing. It is based on interference.
It is always a matter of finding a medium with a large audience and to interrupt again with inappropriate advertisements.
It is hoped that listening with good planning, good research and a perfect placement, a small percentage of the interruption and to the customer.
If you find a large audience or a good conversion rate will achieve, then it may be a good investment.
At least it was like that.
While it is still possible, so as to achieve attention, but modern technologies make it increasingly less effective and increasingly costly.
What is Inbound Marketing arisen?
Already in 1997, Seth Godin has observed that we pay less and less attention to traditional advertising. So he came up with a new marketing method: “Permission Marketing”.
In essence, it was a matter that personal and relevant messages are delivered to people who want to get even. The new technologies make it possible to conduct individual dialogues with millions of customers again.
He said at that time from a marketing world where the Marketer helps the customer to buy and the customer helps the marketers to sell.
Then 2007 David Meerman Scoot has “The New Rules of Marketing & PR” written. There was a question that Word of Mouth has become more efficient through new technologies. He spoke of that happened today entertainment online. Directly related to the market.
He was also the marketers to animated to think like journalists and Tougth Leader. The idea was to provide useful content when the customer needs it. In modern marketing is just about interaction, information, knowledge and choice.
Finally, in 2010 Brian Halligan and Dharmesh Shah defined in “inbound marketing” the concept and staked the topic in more detail.
Here it was a matter that your website should be a two way street, but a collaborative and constantly growing hub for your entire industry. A stroke (or a blog), which coincidentally also offering your solutions.
So you should stop your Message try out to press and begin your clients using blogs to attract the search engine and social media.
What is Inbound Marketing exactly?
Inbound marketing is permission based marketing. It is pull marketing.
It is first of all about having permission to communicate on a particular medium with your audience may.
The aim is also to answer the questions that your potential customer presents … and disseminate these answers, so they are found.
Inbound Marketing aims that you will be found and your customers come to you instead of fighting with various marketing activities to their attention.
To be found at all, Inbound Marketing operates in the core with high-quality content that solve a problem of an audience. By you create content that is tailored for your perfect customer, you might prefer this also.
My dear colleague Björn Tantau also says so beautiful that Inbound Marketing pursues a intrinsisschen approach. This means that your potential customer comes freely to you:
When inbound marketing you buy any attention. You deserve it.
This is more complicated in the beginning but in the long term much cheaper and more efficient.
What are the ingredients?
All right. But from what is known constituents inbound marketing now, in detail?
We see this just as MOZ and include the term “inbound marketing” very extensive:
If you for some time the monkeys blog persecuting, then you realize that we’ve always talked about these issues. Therefore, this new concept gives us the perfect opportunity as we can work excellently.
What is the process?
Outbound Marketing? Check! Inbound Marketing? Check! The individual components? Also check!
But how does all this now from in detail?
Here HubSpot works with wonderful graphics, which we have adapted for our target group:
Let’s look at the different stages a closer look at. We start with a potential client who is unfamiliar to us.
Phase 1: Getting Dressed
First of all you have to attract these potential customers. Important here is that you do not don any visitors, but the right people – your perfect customers.
This you achieve by creating quality content that solve a problem and they ask for free. This content resting in your platform in your stroke, in your blog.
Then you focus on making this content known in the blogosphere. Here then come so issues like Influencer and guest posts into play. So you will quickly climb to your desired audience.
Of course there is also the search engine an important component. Therefore you optimize your content so that it is easier to find.
Finally, you are promoting your content via social media, so that your content far and most viral, spread.
Phase 2: Convert
Once you have attracted a visitor, you need to convert this to a lead.
The problem of visitors is that they are quickly gone. Therefore, you need permission to contact them when you want it.
Here you work first with you calls to action that give your visitors the opportunity to leave their contact information (at least one e-mail). In return for this valuable information you should provide something of value. Therefore, we also provide a free inbound marketing course.
In addition, you use simple forms, if you offer an intensive consulting service for. B. and advance must perform initial interviews.
Finally, you work with landing pages. Landing pages are pages that have only one aim: a conversion. This conversion may be an e-mail subscription or an offer for your solutions.
Phase 3: Complete
After your visitor has been to lead and you have you a bit to know, this has to be the customer.
Here you work primarily with email marketing because it is the most direct and effective communication channel. This study also shows that e-mail has an ROI of $ 41st Not bad, right?
In addition, you can see the benefits of technology use and work with automation. For example, you can create an autoresponder that automatically sends emails to certain days or based on user activity.
Finally, you take care of a solid CRM. I have already written at that time something during the study about it. It’s easy duty to seriously take care of his customer relationships.
Phase 4: Thrill
In the final stage you make your customers not only satisfy but delight regularly.
This you achieve by you continue lieferst free content that bring added value. If it fits, then you’re working here with Personalization.
Added to this is that you can use surveys to get qualitative feedback and so to do market research. So what can you to automate perfectly.
Of course, you should also make your Webseiten-, content and social media activities analyze and find potential for optimization.
Through these measures, you turn your customers into a promoter who works as an ambassador of your brand.
Further, from existing customers due to the strong customer relationship repeat offenders, to buy the products at a higher margin.
Roughly it is in these phases it, with content and technology that make the customer journey as pleasant and as efficient as possible.
What is the sales from Funnel?
If we increasingly look at the phases just mentioned again from the sales perspective, it looks like this:
This means that you can reach people with TOFU, the only search for information. You are not ready for your sales message and purchasing.
In Mofu your visitors are looking now for solutions to their problem. Perhaps they compare you with your competitors and see what content they should trust the most. Here they are ready for the next step. They are ready to leave their contact.
At the end, when BOFU thy Lead has found the information and can make a sound purchasing decision. He is satisfied so far and is willing to immerse themselves for the purchase or to concrete negotiations.
So your potential customer goes through the pleasant Sales Funnel. The wrong customers are automatically filtered out. The right customers remain. And you schmiegst yourself to your customers and help him with free and paid offerings in solving its problems.
Marketing is being revolutionized. Whether you like it or not.
The world has changed. We are informed and networked than ever before. Therefore your customers Outbound Marketing always pay less attention.
The problem with outbound marketing is that it works via push. contrast, inbound marketing using drop.
So you create quality content and worry that you’ll find. When inbound marketing your potential customers are voluntarily with you. You can not rent the attention. You have to earn it.
Finally, it captured once Olaf Kopp together perfectly:
Inbound Marketing is marketing the enthusiastic, and not annoying.
Inbound marketing is simply human. It is marketing that your customers want. It is marketing that will love your customers.
So Listen to annoy. And start to help.
What do you think about Inbound Marketing?