Understanding the Fundamentals of Inbound Marketing
What is Inbound Marketing?
In today’s world, there is a belief that in order to do business well, you have to be ruthless and cutthroat.
In order to be successful, you have to grow, even at the expense of your customers. The sentiment is everywhere.
It is in ads that we almost see every day, across the pop culture, and even in the behaviour of some world’s biggest companies.
But the problem with that kind of thinking, especially in a world that’s driven by a word of mouth, is that it leads companies to make short-term decisions that need to sacrifices the long-term relationships?
Another reason that logic is flawed is that the buyers nowadays have all the power. There is been a massive shift in the relationship between business and buyers.
Now, the buyer is more empowered and has more information about your product, industry and even the competition.
If you could not keep up to the constantly changing of demand and fail to meet their needs, then you will just be waiting for a huge loss.
As a matter of facts:
- 94% of consumers have discontinued communications with a company because of irrelevant promotions or messages.
- 74% of people are likely to switch brands if they find the purchasing process too difficult.
- 51% of consumers will never do business with a company again after just one negative experience.
On the flip side:
- 93% of consumers that they are more likely to repeat as customers with companies with remarkable service.
- 77% of consumers shared positive experiences with their friends or on social media and review sites in the last year.
Those numbers are telling! So, clearly, there is a better way to do business.
Inbound means meeting people on their own terms and interacting with them using the sites, platforms, and networks they value the most.
You can provide a holistic experience for anyone that interacts with your business no matter where they are in their buying journey.
Inbound is a better way to market, a better way to sell and a better way to help your customers.
This is because when good for customers mean good for the business, thus your company can grow better over the long-term.
Inbound is about sharing your knowledge with the world. This, in turn, helps you to build awareness and trust with your target audience.
Boiled down, it is literally knowledge monetization that focuses on empowering your prospects and customers rather than forcing them to engage directly with you with interruptive experiences.
You need to align with the way your buyers think, research and purchase. It is about being a business that is helpful during each experience a person has with you. It is about meeting your consumers where they are.
Make your business More Appealing with Inbound!
Basically, inbound is just like a state of mind. The old way you went to market was outbound. It is very interruption-oriented.
It sort of abstracted value out of your prospect and it was not fun even for you, prospect or the person who is going to market with the message.
In a contrast, inbound is the new way to go to market for the marketer and marketee. Inbound is really strives to help people go to market in a way that matches the way humans will want to be sold and marketed to.
Why you need inbound marketing to survive?
So, inbound is a much a mentality as it is a business strategy. Being an inbound business means you are building the relationship and having conversations with, not at, your target audience.
If you want to get the value out of prospects and customers, you need to give them an experienced they value most.
Cleverus Consulting always has this belief, to create this value, you need to provide the right information to the right person at the right time every single time.
Regardless of if they are interacting with you or marketing, sales or service teams, it is all about drawing people in. That is the main reason why it is called inbound after all, right?
In order to stand out in the business, the best product always won. What you sold was indeed really important steps. It is about how you going to sell it.
It is about creating that end-to-end delightful experiences and business model that really matches to the human behaviours. You don’t even have to look far for that type of thing.
For example, Spotify, music apps that serve a better model of buying and it learns from its users and it changes over the time that makes the service even better.
It is a better business model, a better go to the market and a better service model. The companies that really do well today are the ones that leverage data to create a gorgeous end-to-end experience for the customers.
From the marketing when they find you, through the sales when they become customers, through service and then back to marketing.
You can’t deny the fact that the consumers’ buying behaviours are continually going to change and evolve.
That’s the same goes for your inbound tactics and tools. They need to be changing over the time as well. But the inbound philosophy will still remain true.
It is a philosophy about pulling the people in by being helpful.
By actually caring about what the problems of your potential buyers are how you can help solve for them. That is why inbound should extend to every aspect of your business.
What makes inbound marketing the best solution for business?
In other meaning, inbound is really about a more empathetic, human-friendly approach to business, whether it is marketing or sales or customer service.
So, the idea is to put yourself in the customers’ shoes and say, “how would I want to be marketed to, how would I want to be sold to, how would I want to get service from a company?”
Therefore, a change in marketing essentially was, as people we got told that allowed us to block out the marketing messages, to block out the outbound.
We could just find the information on the internet so that the fundamental kind of shift that started to happen.
Inbound is a business philosophy based around helping people. The inbound approach means doing business in a more human way and creating meaningful, one-to-one relationships with strangers, prospects, or customers.
It is the time for you to support your prospects’ buying process by joining in and empowering customers to make the right decision for them.
Hence, understanding the real meaning of inbound approaches could play a decisive factor on how to skyrocket your business with the ideal inbound marketing strategy.
March 7, 2019
October 24, 2018