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Inbound Marketing works | Cortexom Innovation

How Inbound Marketing works?

Inbound marketing is a methodology that has been around since the early 2000s. Despite
its identity as a common practice, it is still a mystery to many marketers who attempt to execute it. By nature, marketers use traditional outbound tactics, such as radio sports, TV commercials, direct mailing, and any practice that blasts their message to as many as possible.
Inbound marketing works by attracting the right type of traffic to your brand. The people who will be the most likely to buy what you are selling. You attract these people by first
understanding your ideal buyers they are your buyer personas. These are semi-fictional
representations of who your customers are, from their goals and pain points, to their objections and demographics. Once you know your buyer personas, you can work to target them through inbound marketing strategies like content marketing, social media marketing and keyword strategy. You create valuable, educational content that speaks to your ideal customers and answers their most common questions. You share that content on the channels that they are most likely to use. And you use keywords that they would type in when searching for your type of company.

Defining Inbound Marketing

The idea of inbound marketing was first described by HubSpot in 2006. The basic plan for any inbound strategy is to attract visitors, which generates leads and then customer’s sale. The final step is for the company to continue to delight its customers so that they promote the company, bringing more potential clients to its doors through word of mouth. In an inbound marketing strategy, an understanding buyer persona is imperative. A B2B tach company that understands where a possible client company is coming from, including the industry culture and what questions really need to be answered, has a shot at building a relationship that could turn industry associates into clients. B2B Company all comes back to the human side of things, and its all dependent on context. Because every company is different, they will have different goals, different messages and different methods. Adapting a marketing message to target a very specific customer base and then drawing those customers into a sales funnel is what inbound marketing is all about.
Inbound marketing uses tactics like offering large amounts of knowledge and value without asking target customers for anything in return. The purpose of an inbound strategy is to organically attracts leads and buyers to your company when they are looking for solutions, rather than when you have to complete for their attention.
Inbound Marketing focus on following stages:


Drawing in the right people with valuable content and conversations that establish you as a trust industry leader.


Present insights and solutions that align with customer pain points and goals, so customers are drawn to purchase form you when they have the need.

Providing help and support to empower your customers to find success with their purchase.
This is also the stage where customers recommend your business to others.
Reasons why Inbound marketing works:
It generates site traffic

Two of the most basic components of any inbound marketing strategy is SEO and content
marketing. When both are used, the result is more qualified traffic that you can turn into
prospective leads. By creating in depth information and optimizing keywords, you are able to rank on search engines and gain pre-qualified leads. Pre-qualified leads are potential customers who are looking to make a purchase or do research on a product or service they are interested in. These are customers who want to hear from you.
The more content you create, the more opportunities you have to rank for specific keywords and phrases. Because pages rank individually, you can leverage content to rank for various topics related to your business.

It produces qualified leads

Traditional outbound marketing tactics spoke to the masses, and there were very few ways to segment your audience. In the past, marketers were only able to segment and placement based on the audience of print publications. Today CRMs, ERPs and tracking cookies collect behavioural internet data. Using this information, marketers are able to reach audiences who want to hear from them on platforms customers are on.
With inbound marketing, you are able to use data and strategies to reach customers who are already interested in your products or services. By creating content with your target market in mind, such as how to articles and blog posts about industry trends, you organically draw in visitors who have an interest in your company.

It strengthens your company’s reputation Using Inbound marketing tactics, you are able to show customers why your business will solve their problems. Because Inbound focusses around retaining customers and bringing in new customers, shared experiences only strengthens the movement of your flywheel. Customers recommend other customers and become the biggest advocates for your brand.
It lets customers reach you on their terms When using Inbound marketing, you never interrupt or bombard your potential customers. Instead, these customers reach you on their own terms, when they are ready to make a purchase.
Inbound focusses on customers naturally finding your website in their research phase, being able to access information easily, and then choosing to contact your company.
It helps build relationships Instead of pressuring customers into making a purchase or a decision before they are ready, inbound focusses on giving information without pressure to buy. Inbound marketing’s greatest asset is the relationships it builds and continuous to facilitate, even after the first initial purchase. Instead of speaking to your audience only through sales pitches, you are able to provide them with useful information that relates to the products or services you offer. This practice helps site visitors see you as not just a company, but also a trusted resource. Many potential customers may start to ask questions on social media or the comment page of your media or the comment page of your blog.
Additionally, through using techniques like A1 chatbots, you are able to connect with
customers. Even when you are currently not online and are able to do so in real time. Chatbots
are able to be programmed to answer default questions and notify you of potentials who want
to hear from you.
Using HobSpot, you are also able to create resources tied to forms. These resources can be videos, blogs, ebooks and whitepages that are only available if visitors fill out a form. The
information goes into a database within HubSpot, allowing you sales team to follow up and
build connections.

It can be personalized One of the most recent developments in Inbound marketing is the ability to personalize your marketing messages for specific visitors and leads. When you advertise with traditional channels, you likely alter your ad content based on each channels demographics, through traditional channels, you would only be able to access a broad audience. Using inbound marketing you are able to segment potential customers by demographics, stages in the buyer’s journey, and knowledge of your business. After you have segmented your audience, you are able to use automation software to offer custom CTAs, forms, resources, emails and advertisement campaigns.

How Inbound marketing is different?

While Inbound marketing focusses on delivering custom messages backed by behavioural data, trends and customer preference, outbound marketing focusses on having as many people as possible to see a single message. Rather than putting your audience on blast and demanding they pay attention to your message, you create high quality content and experiences that customers want to seek out and recommend to their friends.
Nowadays customers can find you on:
 Search Engines
 Word of mouth
 Social media
 Networking websites and directories
 Recommended pages

Statics to keep in mind

 The average click through rate for online display ads is 0.07 percent.
 86 percent of internet users claim they have “Banner blindness” and don’t notice
the sidebars on websites.
 18 percent of United States internet users say that they use an ad blocker on their
 As of 2019, 380 million mobile devices now have ad-blocking technology installed.

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