Inbound Marketing Made Simple
What is Inbound Marketing?
Overall, Inbound marketing is a pull marketing strategy that helps attract, connect, engage and delight potential leads via valuable content across multiple digital marketing channels.
Inbound Marketing
01
Attract
Keywords, Content, Infographics, Social Media, Paid Ads
02
Connect
Calls-To-Actions, Landing Pages, Lead Generation Forms, Contacts, Newsletters, Emails, Case Studies
03
Engage
Email, Work Flows, Lead Scoring, CRM Integrations, Free Trials, Subscriptions
04
Delight
Self-Service Chatbots, Feedback Surveys and Loyalty Program, Reviews
Why Do You Need Inbound Marketing?
Simple! More traffic, more enquiries, more sales!
Think about your own buying journey. Just like you, your customers look for product and service solutions by conducting research, comparing options, reading reviews and downloading resources to help them make an informed decision.
An inbound marketing strategy maps a prospect’s journey along the sales funnel and preemptively answers questions they are likely to ask. This helps build brand awareness, perception and ideally conversion.
We are here to help simplify the process and guide the outcomes
How Do Digilari Approach Inbound Marketing?
Digilari put your business in front of users through a proven marketing philosophy called They Ask, You Answer. Read about the backstory and benefits here.
The core of this philosophy is simple; we give the user what they want… Answers!
Digilari identify the Big 5 questions and creates a variety of content to support the answers. Our methods aim to streamline the user journey and build trust at every decision point so your users quickly arrive at a purchase decision. Keys areas we focus on include:
- Pricing and Costs
- Problems and solutions
- Versus and comparisons
- Reviews
- Best in Class
Here’s a great blog on the Big Five topics and how they have proven to deliver more leads to business. We’ll guide you through this process and ensure we track every aspect to provide you with a completely accountable, seamless inbound marketing experience.
Your job will be to handle all the new leads and customer enquiries.
Fundamental to your inbound strategy is knowing your audience.
Critical to this is creating buying personas. Digilari help build fictional, generalised representations of your ideal customers. By taking the time to define these personas, we can craft messaging and content that resonate highly with your ideal customers for acquisition and retention purposes.
Once your ideal customers have been recognised, you can identify the reasons they are searching for information about your product, service or industry. Digilari can help map the buyers journey by meeting the customer at each point of need. We provide top, middle or bottom of the funnel touchpoints that provide solutions to each pain point, as well as introduce value of your product or service to drive conversions.
The first step towards measuring the return on investment of your inbound marketing activity is identifying goal metrics.
Key performance indicators may include:
- Monthly unique website visitors
- Number of inbound leads / month
- Goal Conversion Rate (GCR)
- Sources of traffic – PPC, SEO, Inbound Links, Social Media – shares, mentions
In the digital world, the art of storytelling must be taken to the next level to tap into customers’ emotions. Why? Because they are engaging with your content long before starting a conversation with you. As such, content marketing is your chance to deepen your relationship with customers.
How do we do that? Enter the buying funnel! The buying funnel typically falls into one of three stages:
- Top-of-funnel Awareness: leads at the top of funnel are typically searching for general information about a subject. At this stage, Digilari can convert visitors into leads via blog posts, whitepapers, tip sheets, checklists, guides, infographics, videos and slide share presentations.
- Middle-of-funnel Evaluation: leads in the middle of funnel need to engage and align with the users intent. Digilari can create persuasive, educational and highly targeted content across a number of modalities. These include testimonials, case studies, FAQ’s, solution based webinars and reviews.
Bottom-of-funnel Purchase Decision: leads at the bottom of funnel are most often looking for information that communicates the functionality and benefits of your product/service. These can include a free trial, a live product demo, a discount or a complimentary assessment, coupon, consultation or estimate.
Understanding the questions, concerns and objections that each of your buyer personas have during the three stages of the inbound funnel will help your content strategy drive visibility and ROI.
Supported by our data-driven frameworks, we use automation as a smart and cost-effective way to get connected with prospects and customers. We combine web analytics data with behavioural customer data to identify user journey pain points, followed by personalised emails to grow your business and gain users’ loyalty.
The efficiency of your marketing pipeline directly impacts the sales team’s ability to hit their quotas. By working backward to identify the number of qualified leads a sales rep needs to meet their quota, we can determine the number of leads your inbound marketing system needs to generate.
Your sales team is also an excellent source of content ideas as they interact directly with leads and customers. Crafting content that helps answer the questions they’re regularly asked helps them sell more efficiently and keeps your information standardised across your entire sales team.
When sales and marketing work in alignment, you increase your flow of quality leads and close more customers.
So what are you waiting for…
More on our Sales & Marketing Alignment services here.