Inbound Marketing

Inbound Marketing

We think of inbound marketing as an orchestra - your business story and brand message being played across multiple channels simultaneously to the enjoyment of your audience, led by a gifted conductor.

What is Inbound Marketing?

Inbound marketing definitions from three leading marketing software vendors:

What is Inbound Marketing by HubSpot

"Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer's buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media."

"Unlike outbound marketing, inbound marketing does not need to fight for potential customers attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business."

What is Inbound Marketing by Marketo

"Inbound marketing is a strategy that utilizes many forms of pull marketing – content marketing, blogs, events, SEO, social media and more – to create brand awareness and attract new business.  In contrast to outbound marketing, where marketers attempt to find customers, inbound marketing earns the attention of customers and makes the company easy to be found."

What is Inbound Marketing by Salesforce Pardot

"Inbound marketing means enticing buyers to come to you. It’s a way of meeting them where they are and engaging with them on their terms.  This strategy aims to increase the volume and quality of your leads by attracting like-minded potential buyers. It’s a method of aligning your marketing content to offer value to buyers without overtly selling a product or service."

"Inbound marketing has gained popularity in recent years as buyers have taken more control over the sales process. The fuel for this strategy is helpful, creative, engaging content that nixes the sales pitch in favor of brand awareness, conversation, and shareability. Good inbound marketing should educate, inform and entertain, providing true value to the readers. When used properly, inbound marketing can be a key component of a successful marketing campaign that drives leads and sales."

What is Inbound Marketing at Storicom

We think of inbound marketing as a bit like an orchestra - your business story and brand message being played across multiple channels simultaneously to the enjoyment of your audience, led by a gifted conductor.  Read more here

 

Why do you need Inbound Marketing?

Inbound marketing has steadily become the best way to acquire new customers.  In particular, the focus on becoming the thought leader, or establishing online brand authority, to attract people to your brand, instead of just pushing your product on them makes it a far superior strategy to normal outbound marketing.

This approach to marketing is so much more than simply creating content and promoting it.  There is a specific focus on identifying the right customers for your business, and how to use different mediums and media to target those people and organisations with your message.

Inbound determines the success of your marketing and communications campaigns by measuring how many leads and customers are acquired against the goals you set out to achieve.  This allows you to direct your budget for the best return on investment.

 

How does Inbound Marketing work?

There are four stages of inbound marketing that takes your potential customer from a "stranger" to a loyal repeat customer.  Each of these stages comes with it's own tools and methodologies in order to achieve the highest conversion rate.

Being customer-centric, these stages in your marketing funnel match the stages in the buyer's journey - the decision making process each of your customers work through in order to purchase your product or service.

Attract Leads | Inbound Marketing | Storicom
Attract Leads

To successfully develop and grow your business it is important to ensure that you're manufacturing brand awareness and attracting the right kind of attention from the right kind of people.

In determining your ideal customer, you will create a buyer persona based on research from existing customers.  By understanding the needs and problems your customers have you can craft informative and inspirational insight to help influence their decision-making process towards your solution.

Your research will also help you understand the different types of media and mediums you can use to engage your new customers in a digital dialogue as you build a long-term relationship.  This stage of activity is referred to as TOFU - top of funnel marketing.

  • Owned media

    Your blog and your website are yours to command - communicate your brand message and demonstrate your subject matter expertise.  With a solid keyword strategy, regularly posting blog articles that answer frequently asked questions will help drive up your website traffic as more people find your content on search engines like Google. 
  • Shared media

    Use your social media accounts like LinkedIn or Facebook to share topics and opinions that develop your thought leadership within your industry sector.  The more your social posts are shared and 'liked' the more potential cutomers become aware of your product/service offering.
  • Earned media

    Use the NZ and international media to promote your organisation to develop profile and publicity on a major scale.  An interview on Breakfast TV or on talkback radio is a really good method to boost your brand.  Developing media brand authority is the realm of PR expertise.
  • Paid media

    Online, tools like Google AdWords and social ads on Facebook and/or LinkedIn are fantastic ways to advertise your business to very targeted audiences.  Offline, advertorials in leading industry publications are just as good to get your brand awareness ramped up.
Convert Leads | Inbound Marketing | Storicom
Convert Leads

This next step is crucial to your business development efforts.  Unfortunately, even though we're (business owners) very good at doing this when meeting new people, we don't manage this process very well online: it's the "business card" stage.

Once we have captured the attention of our ideal customers, we need to collect their contact information to follow up on initial conversations and start the selling process.  This stage of activity is referred to as MOFU - middle of funnel marketing.

Asking for 'business card' information on your website is a crucial step that most websites miss, and it usually involves an exchange.  You provide more detailed answers to their questions and problems in the form of a downloadable report, or a webinar, or an event in return for their contact information.  This produces a win-win and the relationship is strengthened. 

  • Content offer:  Craft compelling content in the form of an ebook, webinar or event presentation.

  • Form on a landing page:  Create a specific landing page for the content offer that 'sells' its value to your potential customers and use the form to collect their contact information.

  • Call to action buttons:  Design buttons to capture attention about your content offer and place these buttons throughout your website and blog to maximise the number of people clicking onto your landing page.

Success is converting 'strangers' or website traffic to named contacts or 'leads' as we collect their business card information and store the details in our CRM or customer relationship management system.  An important metric is the rate of conversion from visitor to lead - the higher this rate the more chance you have of achieving your business development goals.

Close Leads | Inbound Marketing | Storicom
Close Leads

New client acquisition.  The holy grail of business growth.  Personalisation of key messages that are tuned to your customers' needs enhances their engagement and loyalty with your organisation.

Personalisation has shown to increase revenues by 5 - 15 percent and decrease your customer acquisition costs (CAC) by as much as 50 percent.

Transforming leads into paying customers is about closing the right leads at the right times - using a series of marketing tools to make this as efficient and effective as possible.

Anyone in sales will tell you that not all leads are created equal, so how to ascertain the "right leads"?  A lead qualification matrix is a framework to employ that will help differentiate between good-fit / poor-fit and sales-ready / sales-unready leads.

Through identifying these parameters, you can increase the time that sales reps spend with qualified buyers - engineering sales growth.

  • CRM or Customer Relationship Management: is a tool best used to properly engage with interested parties. It allows you to keep track of all your leads, develop relationships, and have access to key customer information at all times

  • Emails: can provide a steady flow of information and follow up to a lead that can help them make a decision to move towards being a customer, not to mention provide a way for them to communicate with you regarding their questions and problems that need solving.

  • Marketing automation: Nurturing your leads with personalised messages that are tuned to their context and stage in their decison making process to build trust and help them become ready to buy.

Delight Customers | Inbound Marketing | Storicom
Delight Customers

Paid customers aren’t the last word: there’s always the chance you can gain their business again.  Delighting your customers also turns them into promoters for your business, a steady stream of revenue, and develops your customer base.

  • Smart CTAs and Text: are features of marketing automation that optimises content to your customers, depending on what aspect of your business they’re interacting with.
  • Social monitoring: through surveys, social media and feedback forms, you can get a better idea of what your customers want from you moving forward, along with suggestions on becoming a better business.
HubSpot Certified Agency Partner | Storicom | New Zealand

Inbound Marketing Services

Storicom is HubSpot Partner Certified.  Our inbound marketing services can help you with:

  • Creating content for Websites, Blogs, SEO, White papers.
  • Promoting your business content via search engine optimisation, social media publishing, email marketing campaigns.
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