What is the purpose of inbound marketing and it benefits?

What is the purpose of inbound marketing and it benefits?
by Garrett Hawthorne on 2.08.2023

Understanding the Nature and Structure of Inbound Marketing

Picture this - I'm chilling on my patio here in sunny Gold Coast, Australia, donning a classic "no worries mate" tee, sipping fresh mint lemonade. Why am I telling you this? Stick with me; it'll make sense shortly. I'm unwinding from an exhilarating surf session, half-heartedly flipping through some marketing journals and suddenly something leaps off the page, the phrase 'Inbound Marketing'. Now, if you have ever encountered this term and thought, "Eh, what a fancy phrase, but what does it even mean?" then you’re in the right place. If you've heard of it and you think you truly understand it, then hang in there too. Perhaps you'll empathise more with the deep-dive I started on that fateful day when these two words sparked my curiosity like a flamin' eucalyptus tree in the outback.

So, What Really is Inbound Marketing?

Most think of it just as a strategy. But mate, let me tell you, it's much more than that: it's a philosophy, a paradigm shift, a beneficial beast! The central purpose of inbound marketing is to draw customers in, engage them, and delight them to a point of explosion. No, not a literal explosion! But a metaphorical one where they can't help telling others about the amazing experience they had with your brand. In essence, your customers become your marketers. Inbound marketing takes the aggressive intent out of traditional marketing and instead attracts potential customers by creating valuable content and experiences tailored to them. Where the focus of traditional marketing is on finding customers, inbound marketing shifts the focus to ensuring potential customers find you.

Pillars of Inbound Marketing and Their Astounding Benefits

Inbound Marketing isn’t just about having a fancy catchphrase or trick up your sleeve. It's about having a full-on blueprint, a game plan, and that, my mates, rests on four pillars. The four pillars of inbound marketing - Attract, Engage, Delight, and Grow - sound like the steps to a magical ritual, and believe me, they are!

Attract Like a Magnet: The Power of Valuable Content

In my previous life as a guitar busker, I learned a powerful lesson about attraction. The better and unique your tune, the more people stop to listen, and greater the money you make. If we translate this to the language of inbound marketing, the same rule applies. The attraction phase of inbound marketing involves establishing and distributing high-quality, unique, relevant, and handy content that drives traffic to your site. Blogs, social media posts, search engine optimization (SEO), video content, podcasts, ebooks, the list goes on.

Engage: Convert's not Just a Religious Term

"Garrett," you may ask, "I managed to create valuable content, to attract visitors to my site, and now?" Now, my friend, is the time to engage, to transform these visitors into leads. Consider providing different mediums for potential customers to engage, such as email subscriptions, newsletters, free trials, and discounts. You’ve got them on the hook; now it’s time to reel them in.

Delight: Loyal Customers are Your Best Marketers

The delight stage, in my humble view, is the most exciting and beneficial aspect of inbound marketing. Remember me, basking under the Gold Coast sun post-surf session? This relaxed and satisfied feeling is precisely what you want your customers to experience when dealing with your brand. Not only because an elated customer is a loyal customer, but also because a delighted customer actively promotes and becomes an advocate for your brand. A survey here, a feedback form there, some appreciative tweets, and voila – your customers are doing your marketing for you!

A Peek into the Heart of Inbound Marketing: Content Strategy

At the heart of inbound marketing lies a content strategy. It is what gives all the inbound practices a rhythm, a harmony like the perfect symphony of waves here in Gold Coast. This strategy must involve producing consistent, valuable content designed to attract potential customers and, eventually, convert them into delighted stakeholders.

Developing a Compelling Content Strategy

Ensuring a compelling content strategy isn’t rocket science, but it does require effort. Understanding your audience's needs and their buyer journey forms the backbone of your content strategy. Research their pain points, interests, and preferences, then create and share content that speaks directly to these points.

Using Content to Nurture Leads

A fact often overlooked is that not every potential customer is ready to buy your product or avail your service right off the bat. Some leads need a little nurturing. It's akin to a vegetative plant; you gotta water them, give them sunlight, a little bit of conversation, before they reach their full potential. Enrich your inbound marketing efforts by providing value at each stage of the customer journey, from awareness, consideration, and decision stages.

Measuring the ROI of Your Inbound Marketing Investment

Investing in inbound marketing techniques means not only investing your resources but also your precious time. And mate, wouldn't you want to know that this investment is actually making a difference? As they say "what gets measured, gets managed". Measuring the return on investment (ROI) of your inbound marketing efforts allows you exactly this - to manage and enhance your tactics powerfully.

Establishing Key Performance Indicators

The first step to measuring ROI is to establish key performance indicators (KPIs), which would differ from company to company. Some businesses may value lead generation rates while others may prioritise customer retention or the cost per lead. Therefore, identify KPIs that align with your business objectives.

Leveraging Data Analytics

Once KPIs are established, it's time to dive deep into the data and leverage analytics to measure performance. Tools like Google Analytics, HubSpot, Marketo can provide invaluable insights into visitor behaviour, conversion rates, and customer acquisition costs to help you assess your inbound marketing tactics' effectiveness.

Witnessing the Great Inbound Revolution

In conclusion, inbound marketing is not just another buzzword in the marketing sector. It's a comprehensive strategy and philosophy that focuses on attracting, engaging, and delighting your audience to create customer loyalty and positive word of mouth. The future of marketing is inbound, everybody. I've seen it, and trust me, it's brighter than a Gold Coast summer's day.

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