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Buyers have the world at their fingertips, which means they have all the power. Whenever they have a query, they find their answers online. Blogs, industry reports, troubleshooting tips, infographics, podcasts and webinars are just a few examples of go-to places for free information on their pain points. So, the more you share quality content and provide answers to what they are looking for, the more they will trust you and keep coming back for more. And when it’s time to make a purchase – where do you think they will head?
Inbound Marketing is a business strategy to help potential customers find your company instead of the other way around. It’s about sharing information, educating, and engaging with them in a two-way conversation – on their terms.
Outbound Marketing is the exact opposite. It’s about forcing your marketing message to as many people as possible through billboards, direct emails, advertising and cold calling. Aside from being costly, these techniques interrupt people’s daily lives and could lead to annoyance or resentment. Simply put, outbound is a megaphone, inbound is a magnet.
At the end of the day, Inbound Marketing improves your bottom line. The reason is that it generates high-quality leads at a lower cost than Outbound Marketing does. If outbound is shooting an arrow in the dark, hoping it’ll hit the target, inbound will attract leads who are genuinely interested in what you have to say. Unlike outbound campaigns, inbound content does not expire – blog posts, podcasts and video tutorials will always be available to those looking for information. Furthermore, when you empower people to do their own research and find you organically, you come across as more trustworthy, which can do wonders for social media shares and brand awareness.
Understanding the buyer’s journey and who you’re talking to are the most important aspects of a successful Inbound Marketing strategy. The buyer’s journey is a series of stages that “prospects” go through before they become “customers”. These stages include becoming aware of a problem and educating themselves on how to solve their pain points – which is taken care of online and without involving a salesperson.
To keep pace with your buyers, you need to create buyer personas, which are semi-fictional representations of your best customers. If you understand their ambitions, motivations, pain points, attitudes, and priorities, you can create relevant content that will engage with them. Creating buyer personas has many benefits.
The most significant ones include:
Leads are about quality, not quantity. Sure, you want as many people as possible to visit your website, blog or social media page to increase brand awareness. But you only want to invest your time and effort on quality leads. Quality leads are the ones who have a clear intent to buy your product or service. And they have the means (cash or authority) to do so.
So how do you find them? Well, the best lead generation websites differ from standard websites because they are:
Marketing Automation is software that allows you to automate a lot of routine tasks, such as sending emails, nurturing leads, posting on social media and more. “Automation” may sound impersonal, but it’s actually the opposite. It enriches the customer experience by reducing friction points in their interaction with your business.
Personalised actions are taken automatically, at the times when they are most effective. This also empowers your marketing team and allows them to be more efficient.
There are a lot of suppliers offering platforms for Marketing Automation, and we usually recommend HubSpot. It’s flexible, scalable and intuitive, even to those who aren’t tech savvy. And at Nexer, we know the platform by heart.
Being responsible for the entire process of generating and converting leads is not the most efficient use of a salesperson’s time. With an Inbound Marketing strategy, leads are cared for, educated and nurtured by the marketing team before they are passed on to sales, which increases productivity and conversion rates.
However, it´s crucial that your sales team use inbound selling strategies and apply methods that are in line with customers’ expectations, wants and needs.
To make sure your marketing and sales people become one team of inbound superstars, the first step is to offer training and coaching – and to integrate marketing and sales software into one intelligent CRM system.
Pink Programming is a non-profit organisation that organises coding events for the female, transgender, and non-binary communities.
Nexer Maverick participated, and you will learn about the link between Inbound Marketing and sustainable relations – as well as automating lead nurturing with Marketing Automation.
Do you want to learn more about how you can attract, engage and delight your customers throughout the entire customer journey? Do you want to learn how you can solve complicated business challenges with the help of various inbound activities? If so, sign up for our in-depth and free-of-charge course!
We’re not going to sugar-coat it for you: Inbound Marketing is effective, but it’s a long game. It takes time to promote yourself as a true expert or thought leader. You need to develop strategies that set targets and measure results. Without an intelligent CRM system like HubSpot, it’s easy to miss opportunities and trends that have huge growth potential.
Furthermore, creating and promoting quality content on a regular basis requires skills that take years to master. Luckily, we have all the expertise to support you – from taking overall responsibility to supporting your in-house team with our specialist competencies.
– Digital design
– Inbound Marketing strategy
– Marketing Automation
– Email Marketing
– Social media management
– Project management
– Web analytics / data analysis
– Search engine optimisation
– Conversion rate optimisation
– Pay-per-click marketing
– Front- and back-end web development
Do you want to know more about Inbound Marketing?
Don’t hesitate to contact us!
NEW BUSINESS / MARKETING MANAGER
+46 708 85 03 03