Inbound marketing is an approach focused on attracting customers through content and interactions that are relevant and helpful — not interruptive.
You don’t want just any traffic to your site, you want the right traffic. You want the people who are most likely to become leads, and, ultimately, happy customers. Who are the “right” people? Your ideal customers, also known as your buyer personas. Buyer personas are holistic ideals of what your customers are really like, inside and out.
Have you defined your ideal buyers? What are you doing to attract them?
Content Marketing Institute recently reported that 80% of business decision-makers prefer to get company information in a series of articles versus in an advertisement.
Once you’ve attracted website visitors, the next step is to convert those visitors into leads by gathering their contact information. At the very least, you’ll need their email addresses. Contact information is the most valuable currency there is to the online marketer. So in order for your visitors to offer up that currency willingly, you need to offer them something in return! That “payment” comes in the form of content, like eBooks, whitepapers, or tip sheets - whatever information would be interesting and valuable to each of your personas.
Adopting an inbound strategy doubles average website conversion rates, from 6% to 12%
You’re on the right track. You’ve attracted the right visitors and converted the right leads, but now you need to transform those leads into customers. How can you most effectively accomplish this feat? Certain marketing tools can be used at this stage to make sure you’re closing the right leads at the right times.
Inbound leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate
-Search Engine Journal
The Inbound way is all about providing remarkable content to our users, whether they be visitors, leads, or existing customers. Just because someone has already written you a check doesn’t mean you can forget about them! Inbound companies continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters of the organizations and products they love.