Brown Bag Series: The Inbound Marketing Concept

Rahama Obadak
Marketing & Comms, Flexisaf

This Brown bag session was presented by Ada OkoliInbound Marketing is the process of attracting the attention of prospects, via content creation, before they are even ready to buy; it's one of the best and most cost-effective ways to convert strangers into customers and promoters of your business.It is the opposite of outbound/interruption marketing. Outbound marketing includes trade shows, seminar series, email blasts to purchased lists, internal cold calling, outsourced telemarketing, and advertising. These methods are called "outbound marketing" because a marketer pushes his or her message out far and wide hoping that it resonates with that needle in the haystack.

Outbound marketing techniques are getting less effective over time for two reasons:First, your average human today is inundated with over 2000 outbound marketing interruptions per day and is figuring out more and more creative ways to block them out, including caller ID, spam filtering etc.Second, people are more and more likely to learn about something new or shop for something new using the internet (search engines, blogs, and social media) which is now much cheaper. Email marketing, SEO, content creation, social media, Analytics, influencer outreach and lead nurturing are all components of Inbound Marketing.

The Strategy

Step 1: AttractAttracting customers is the first step in the inbound marketing methodology. At this initial marketing stage, the customer is provided with the right content, at the right place, and at the right time through search engine optimization and social media marketing.Step 2: ConvertOnce the right visitors have been attracted to the site, the goal is to convert them into leads through obtaining their contact information on a landing page. In order to receive this valuable information, the remarkable content they need at that very moment is offered to them. This helps give them the information they are looking for, while providing you, the marketer, with their contact information to effectively market to them.

Step 3: CloseThe closing stage is where leads are transformed into customers. At this later marketing stage, specific marketing tools such as marketing automation, lead nurturing, and social media monitoring are utilized to ensure that the correct leads are closed at the perfect time.Step 4: DelightInbound marketing revolves around providing outstanding content to both your leads and your customers. This means that even after a lead is closed, they still must be engaged through dynamic content, social media, and trigger marketing. The goal of delighting the customers is both being able to solve their issues, and turn them into promoters of your business.The Inbound Methodology involves the marketer in every stage of a customer's journey to finding the perfect product or service by attracting the right visitors to your website, converting them into qualified leads, closing more sales, and delighting your customers.What is so remarkable about this methodology is that you are in charge of your results. These successful results are achieved through inbound marketing channels and tactics that allow you to create and deliver specific and rewarding content and marketing for your leads and customers at exactly the right time.