Post on 26-May-2020
MethodologyInbound Attract Convert
Close
Delight
The best way to turn strangers into promoters of your business.
Fundamentals of Inbound Marketing
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Inbound Marketing: When Consumers Come to YouIt’s the most effective way of doing business online.
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Remember when your mom used to tell you that
“it’s inconsiderate and rude to interrupt someone?”
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That’s what traditional “Marketing and Sales” is all about.
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TRADITIONAL
Cold Calling Cold Emails (SPAM)
Interruptive Ads MARKETER-CENTRIC
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What he clicked:
What he wanted:
What he got:
The Search
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Attract. To attract Strangers to your site, you’ve got to deliver content relevant to their search. In this stranger’s search for information on using salt, access to the content was blocked by an ad. He didn’t spend time watching the ad before seeing the results of his search and moved on.
The ad interrupted the flow ... not a good user experience. Attract
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TRADITIONAL
Cold Calling Cold Emails (SPAM)
Interruptive Ads MARKETER-CENTRIC
vsSEO
BloggingAttraction
CUSTOMER-CENTRIC
INBOUND
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What he clicked:
What he wanted:
The Search
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What he got:
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And he got more:
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Convert.Using the Inbound method resulted in the Stranger becoming a Visitor.
The Visitor was provided access to additional content giving him even more information and tools.
Depending on how useful and informative the content delivered is, the Visitor can be converted to a Lead.
Inbound Marketing works for both B2B and B2C markets.Convert
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What is the conversion process?
It’s how you get leads by creating conversion paths.
Three Building Blocks for a Successful Conversion Path
Call-to-Action (CTA) 4 Landing Page 4 Thank You Page
Your goal should be to attract your Buyer Persona and guide him to the sale. (A Buyer Persona is a representation of your customer based on a number of factors including demographics, behavior, motivation, goals, etc.)
You should also use conversion paths to guide visitors through the Buyer’s Journey.
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80%of business decision-makers prefer to get company information in a series of articles versus an advertisement.
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89%of consumers go online to research a product before they purchase.
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So, what is Inbound
all about?
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Don’t interrupt what people want to consume; be what they want to consume.
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Inbound is about beingpart of the conversation.
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Being part of that conversation means sharing helpful,
relevant content with the world.
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Content acts as a magnet or beacon to capture your prospects’ attention.
That’s why it’s called ‘inbound’!
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By creating content specifically designed to appeal to your ideal customers,
your best prospects will come to you.
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Information empowers people with the means to make their own choices. If you don’t empower people, they’re still going to make choices – and probably won’t think of your organization when doing so.
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So how do we actually do inbound?
Not this!
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What it looks like is this:
The Inbound Methodology
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MethodologyInbound Attract Convert
Close
Delight
The best way to turn strangers into promoters of your business.
OasisGrafx.com
Close
Delight
Attract. Convert. Close. Delight.
Today’s buyers have more information available to them and higher expectations for a relevant and personal experience before making a purchase. They typically make 60% of their purchase decision before talking to a salesperson.
Providing a relevant, personal, and “delightful” experience, driven by their needs and on their timeline, is what an inbound approach to sales is about.
Delighting your customers will: • Build Trust • Create a Lasting Relationship • Turn Them Into Your Promoter
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Attract. Convert. Close. Delight.
What you don’t see written in the methodology is “Analyze.”
Why?Because analysis should be
inherent in every single thing you do with your inbound strategy.
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Use the Inbound Methodologyin Conjunction with
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The Buyer’s JourneyThe active research process someone goes through leading up to making a purchase.
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Buyer’s JourneyAwarenessConsiderationDecision
Awareness StageProvide educational content to help prospects educate themselves about the issue, problem, or opportunity.
Consideration StageProvide educational content to help prospects learn more about a specificproblem, opportunity, or issue.
Decision StageProvide content and resources that help pros-pects learn more about and choose the best solution for their problem.
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INBOUND BEST PRACTICESUse buyer personas. Know who you’re trying to reach – everything you do must
be tied back to who your personas are.
Use the buyer’s journey. Make sure every interaction your persona has with
your organization is tailored to where he is in the buyer’s journey,
Create remarkable content. Present content that’s tailored to both who your
personas are and their position in the buyer’s journey.
Leverage your content. Make content available for them to find—and to serve
your business goals: content distribution is what provides the context to your
content.
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How We Can HelpOasis Grafx is a full-service marketing agency that will provide the right solutions for your Inbound Marketing
and Web needs.
Ask yourself. Do you need a website? ... Or more customers?Most likely, the answer is you need both. We will work with you to design and build a website that is on tar-
get and aligned with your brand. Our process includes Discovery, Design, Development, and Deployment.
Whether your organization is looking to identify appropriate buyer personas or establish an effective inbound
marketing campaign, we can help develop strategies and products to get you more customers.
We don’t just build websites; we build online businesses.
www.oasisgrafx.com
301.481.9979