Inbound Marketing is a digital marketing strategy used to attract customers and leads to your business when they search for solutions to their problems.
Inbound marketing works to build the confidence of leads or potential customers so that at the time of purchase, they already have an experience of your brand – thus increasing the chances of choosing your business.
The term inbound marketing was invented in 2006 by Brian Halligan. His concept involves the creation and promotion of educational content to attract qualified prospects and make them customers via a smart sales funnel.
Research Reveals the Growing Importance of Inbound Marketing
In a study published by HubSpot, bringing together more than 6200 professionals from various markets and businesses of various sizes, the key marketing priorities include:
- Convert leads to customers;
- Prove the return on investment of marketing activities;
- Reduce acquisition costs of contacts, prospects, and customers.
Research also shows the growing importance of incoming marketing in organizations, not only in marketing but also in sales, with 74% of respondents stating the adoption of inbound marketing sales funnels in their businesses.
In Inbound Marketing Sales Funnels, the Secret to Selling More is to Generate Trust
To build trust, a sales funnel uses the production and distribution of content aimed at the interests of a certain audience according to the stage in which they are in a buying cycle. This content can be blog posts, computer graphics, ebooks, videos, case studies and more.
In a world where access to information is at hand, people are turning to the Internet for content that helps them solve their problems.
Whether they find you on your site, on your YouTube channel, or your LinkedIn business page, your prospects come to you because they are interested or need what your business offers to solve their problems. That is, people choose and allow your business to market them.
This is a very disruptive approach to traditional marketing.
To begin, your products must first interest a prospect. You then guide them to the sale. Finally, building customer loyalty is key.
In B to B marketing, a sales funnel includes several qualified leads. The main goal remains the conversion of the best contacts into customers. You save time, and it allows you to better know your customers and offer them a personalized experience.
Sales Funnel Customer Journey
You need to improve the customer journey if you want to generate leads. It is important to offer customers a personalized experience. A targeted email scenario can convince them without putting too much pressure on them. By combining an email solution and a marketing automation tool, your sales representatives will benefit from considerable time-saving.
So, offer them interesting content that meets their expectations and to better inform them and establish a climate of trust. It’s also important to seize every opportunity. You should also know that measurement indicators allow you to qualify the prospects most likely to make a purchase.
For example, you need to study the topics consulted, the time spent and the number of pages read by the prospect. In addition, it is important to position your website well on Google. To maximize the visibility of your content, you must also work on your SEO strategy. Among the performance indicators, the most important are email marketing, the landing page and social networks. Always analyze the type of email or link clicked by your lead. Similarly, you must check the number of shares and the traffic generated on your website from social networks.
Sales Funnels are the Swiss army knife of Inbound Marketing. This is the most effective strategy to consider hands down.