What is Inbound Marketing?

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Nick Spalding

Inbound marketing is about creating valuable experiences that have a positive impact on people and your business. How do you do that? You attract prospects and customers to your website and blog through relevant and helpful content. Once they arrive, you engage with them using conversational tools like email and chat and by promising and delivering continued value. And finally, you delight them by continuing to act as an empathetic advisor and expert.

What is Inbound?

Inbound marketing is just one part of a larger movement in the business world. That movement is inbound.

Inbound is a method of attracting, engaging, and delighting people to grow a business that provides value and builds trust.

 As technology shifts, inbound guides an approach to doing business in a human and helpful way. Inbound is a better way to market, a better way to sell, and a better way to serve your customers. Because when good-for-the-customer means good-for-the-business, your company can grow better over the long term.

Hubspot-Flywheel

The inbound methodology is composed of three stages: attract, engage, and delight. Inbound businesses use the methodology to build trust, credibility, and momentum. It’s about adding value at every stage in your customer's journey with you.

Inbound Marketing

As an inbound marketer, your goal is to attract new prospects to your company, engage at scale, and delight individually. In a large organisation you also partner with your sales and services teams to keep the flywheel spinning effectively and help the business grow. It's a big job, but the inbound methodology and Marketing Hub have you covered.

Attract

You don’t want just anyone coming to your website. You want people who are most likely to become leads and, ultimately, happy customers. How do you get them there? You attract more of the right customers with relevant content at the right time — when they’re looking for it.

Use the content strategy tool to build your authority in search and rank for the topics that matter the most to your prospects. Publish your blog post or video content across social networks using the social media tools. Create ads to increase awareness of your brand with your target audience. Throughout each stage, you’ll be reporting and analysing these efforts to stay informed on what’s working and where you need to improve. 

Engage

Use conversations to create lasting relationships with prospects on the channels they prefer — through email, bots, live chat, or messaging apps. Use the conversion tools — CTAs, forms, and lead flows — to capture the information of prospects visiting your site. Use all the prospect and customer information in the CRM to personalise the website experience using smart content and the entire buyer’s journey using email and workflows. Create brand loyalty by targeting specific audiences with your social content or ads. Choose from hundreds of connect integrations to add additional tools and features to fit your business’ unique needs.  

Delight

Use email and marketing automation as well as conversations to deliver the right information to the right person at the right time, every time. Use the conversations inbox to align with your sales and service team members to create contextual conversations with the people you do business with. Create memorable content your prospects can share with their friends and family by using a variety of content formats — like video— that your prospects prefer.  

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