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What is inbound marketing?

In traditional marketing, companies focus on finding customers using techniques that are often interruptive, for example cold-calling, printed advertising, and TV commercials. This kind of marketing is marketer-centric and focuses on methods that are convenient for the marketer.

 

However, it’s not such a great experience for potential customers. In fact, according to the Harvard Business Review, 90% of B2B buyers say they never respond to cold-marketing!

 

And this is where inbound marketing comes in.

 

Inbound marketing flips this model on the head and completely shifts the way we do business. Instead of using interruptive methods, inbound marketing is customer-focused and is all about empowering potential customers to make the right decisions for themselves.

 

Inbound marketing is about being part of the conversation. It’s about sharing helpful and relevant content with the world to draw people in.

 

It’s about creating marketing that people love.

How does inbound marketing work?

Strangers
Visitors
Leads
Customers
Promoters
ATTRACT
CONVERT
CLOSE
DELIGHT
ATTRACT

First, you attract visitors to your website using tools such as blogging, website optimization, and social media.

CONVERT

Once you’ve attracted new visitors, you’ll need to convert some of them into leads by gathering their contact information, which is the currency of inbound marketing. To do this, you’ll need to offer them something valuable in return, usually in the form of information or content.

CLOSE

Once you’ve attracted visitors and converted them into leads, you need to nurture their interest by providing them with relevant information. In this stage, tools like email and CRM can be used to help sell to the right leads at the right time.

DELIGHT

Once you close a sale with a customer, your relationship is only just beginning. At this stage, you need to continue to delight and engage them so they become happy promoters of your brand.

ANALYZE FOR CONTINUOUS IMPROVEMENT

Analysis is crucial to every stage of inbound marketing. Everything you do – every piece of content you create, or campaign you launch, or marketing activity you undertake – should be analyzed.

For inbound marketing to work, you need to understand what’s working and what isn’t, and continuously improve your efforts based on these findings.

How can we help?

Oz Branding is a specialized inbound marketing consultancy firm and a certified HubSpot partner. We help our B2B clients implement successful inbound marketing strategies that attract the right prospects, convert them into leads, close sales, and then continue to delight customers so they become valuable brand promoters.

Persona targeting

Define your ideal buyer personas and understand their journey so that you know who you want to reach, and how, when, and where you need to interact with them.

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Lead generation & nurturing

Build a strategy to attract the right people to your website, convert them into potential prospects, and then nurture them so they become sales-qualified leads, customers, and eventually promoters of your brand.

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Content marketing

Create engaging content to power your inbound strategy — and attract the right visitors to your site, convert them into leads and nurture them, help close them into customers, and then delight them into promoters.

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Email marketing

Leverage one of the most powerful tools in your inbound marketing toolbox to extend your reach, nurture prospects and leads, and enhance communication with your customers.

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Social media marketing

Know where your customers are and then create a social media strategy that enables you to enhance brand awareness, contribute to your industry’s conversations, engage with your prospects and customers, and efficiently distribute your content.

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Search engine optimization (SEO)

Understand what your prospects are searching for, so that you build a solid SEO strategy and optimize your website and content to attract prospects and turn them into new visitors on your website.

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Digital advertising

Integrate the right amount of digital advertising into your inbound marketing strategy to accelerate and drive traffic more quickly to your website.

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Marketing automation

Deploy marketing automation tools to enhance and streamline your inbound efforts, replicate what works and leverage your campaigns, content, activities, and conversions.

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Contact us for a consult