Inbound marketing directly responds to current consumer behavior. With the whole world at their fingertips (literally or figuratively), consumers are more empowered than ever to do their own research and reach out to you on their terms. How people communicate with businesses has changed. And how people expect to be communicated with has also changed. Consumers don’t want to hear about how awesome you are and how many years you’ve been in business – they want to see you can meet their needs and address their pain points before they even have to ask.
It’s important to understand that inbound marketing is an arm of digital marketing and business methodology. Inbound marketing is a mindset of continuous growth and discovery. An inbound marketing strategy spans across multiple channels. For example, every single thing that you post on social media won’t necessarily tie back to a specific inbound marketing campaign. However, inbound methodology sits behind everything that you do – why are you posting this piece of content to social media? Does it advertise your services, delight current customers or provide education?
Attracting is about using your expertise to create content and conversations that start meaningful relationships with the right prospects.
Engaging is about building lasting relationships with customers by providing insights and solutions that align with their roadblocks and goals.
Delighting is about providing an outstanding experience that adds real value, empowers people to reach their goals, and become promoters of your company.
Research or Analyst Reports
Blogs or Editorial Content
eBooks & eGuides
Templates & Worksheets
Specific Service Info
Inbound marketing is customer-oriented and customer-driven. Simply put, inbound marketing starts with valuable content that your target audience wants, instead of just advertising your services. In a traditional marketing model, you would simply “spread the word” about your business through print or online ads. With inbound marketing, you instead focus on providing valuable information or items your customers can use. For example, you might start with an ebook, a quiz, a checklist or a blog that your ideal customer might find useful. You dangle that content offer to get nibbles in exchange for a form fill or phone call, and then follow-up with more direct advertising. Inbound Marketing includes two phases.
Phase One: Preparation
Our team will perform a complete website audit and strategy. The results will tell us how your prospects, leads and customers are interacting with you digitally. This will arm us with the information we need to develop a comprehensive program that will engage your audiences, and allow room for growth in the future as technology evolves. This document is yours to keep for future reference.
This is where a lot of heavy lifting happens. We’ll create a HubSpot account for you, get everything set up, import your contacts, create workflows and set up sequences. During this stage, we’ll likely be in frequent contact with you to ensure that everything is created the way it should be.
Phase Two: Inbound Marketing
This is the phase where we create all of your marketing assets: inbound materials, landing pages, social media pages and posts, pay-per-click advertising, search engine optimization/keyword lists, blogs, etc.
Your inbound marketing campaign is made live and we begin all online advertising and content marketing efforts. Promotion is key to a successful campaign, so we will focus advertising, social media posts and email marketing around each campaign.
We monitor and analyze how your campaign(s) perform and where/how your audience engages with you.
Monthly KPI Report
We compile our findings into a report.
Monthly Client Meeting
We meet with you to discuss your report, our findings, and where we can improve. Quarterly trends and annual benchmarks keep us on track to meeting your goals.
Each quarter, we host a brainstorming session. During this session, both of our teams lay out ideas to create new inbound campaigns. This brings us back to Step 1: Build.