Inbound marketing – the basics of marketing your business
Inbound marketing is the foundation of marketing your business. With the right investment of time and energy, many opportunities open up. It is a long-term process, but the results will pay off over time.
What is inbound marketing about?
Inbound marketing is an online marketing tool that supports value creation, information and quality delivery. They help build customer loyalty and trust, create value and an expert/trusted brand.
Content marketing is one of the useful tools for value creation, as well as landing pages, email marketing, search engine optimisation, social media marketing, PPC paid advertising and lead generation. Inbound marketing is a new strategy as opposed to the long-used outbound marketing, which is simply a means of gaining attention through, for example, the following tools:
- television advertising
- radio advertising
- print media
- leaflets, brochures, posters
- cold calls
- events, activities
The steps of inbound marketing
Inbound marketing is one of the main motivating forces of Brand Boost Europe Digital Marketing Agency, which also helps us to ensure the development of our partners.
This type of marketing consists of 7 main steps, from the selection of the target market to the continuous development of results. I would like to talk a little more about what these steps are.
The steps of brand building
If this has piqued your interest, stay tuned and we’ll share the steps to conscious brand building with you.
Who is your target market? Create your ideal target group/buyer persona!
Step one, or even step zero, which is essential to know who you are creating content for, who are the target consumers you want to reach with your inbound marketing experience.
You will be able to create truly interesting and useful content if your potential customer knows you at every turn of the campaign. So before you jump into the marketing process, think about and plan who your ideal customers are!
Find out what your target group's biggest problems are!
Inbound marketing is all about solving the problems of your chosen target group. If you’ve been in the market for a while, you’ll know right away what they are. It’s also advisable to enlist the help of a few tools to help you gather all the problems that arise.
You can offer your prospective customers useful, entertaining information first and a complete solution in the form of a product or service later. Of course, this is why it’s important to know the details of their problem, how long it’s been going on, what they’ve tried, etc.
For example, if you provide nutritional advice, you can create content on nutritional problems, vitamin deficiencies, healthy food recipes, weight loss tips, as these are all closely related to the topic and provide information on the problems of the target group.
Where do you reach your customers? Choose 1-2 online channels where you actively communicate with them!
This step is also important during inbound marketing, as you will need to create content for the platforms where most of your target audience is present.
If you choose the wrong communication channel, all the time and energy invested will be wasted. Therefore, do a preliminary survey on the different social media platforms to find them. Facebook, Instagram, Tik-Tok, Linkedin and Pinterest can be such alternatives.
Once you have found them, focus on those platforms and see them with useful content!
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What do your customers like to watch and read? Publish content regularly!
Plan a month in advance when and what articles, videos or unique creative content you will share with your target audience! Once you have this, you can simply schedule them in advance on your chosen social media platforms.
Content consumption habits can vary from channel to channel, so tailor your content to the platform you’re on.
Do you like fishing? Put together a free downloadable "bait"!
One of the essential steps in inbound marketing is the bait that we make available for free to our target audience. It’s important to collect enough data about them, such as the email address to which you send newsletters, a phone number, but you can also legally obtain other data if you want with a powerful bait.
It’s a core element of traditional lead generation and one of the best ways to convert your followers into loyal content consumers.
Lead nurturing, automation campaigns
Once your content has been read or viewed and your bait has been claimed, you have the opportunity to generate leads into customers. Put the time and effort into creating a process that will result in a purchase.
To do this, you can create lead follow-up campaigns to automate the follow-up and drive them to further steps, culminating in a purchase. We typically build newsletter campaigns for this, which are written and timed in advance.
Improve your inbound marketing processes!
Once you have the whole system in place, don’t stop there, monitor its effectiveness, optimise it to make it as efficient as possible! Keep in mind how the needs of your target group change over time!
Here you can also use paid PPC campaigns in the form of targeted ads. If you are already advertising to a filtered audience, your target audience is more likely to click on your ad and view your content.
Want to increase the value and visibility of your brand?
Let's get in touch and plan the steps to build your brand!