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What is Inbound Marketing?

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Rather than buying ads, email lists, or cold calling prospects, inbound marketing seeks to attract quality prospects by creating content that intrigues, educates or solves a problem for them. In other words, it adds value. Inbound marketing is specifically designed to attract an ideal website visitor, bringing in more "warm" leads into your sales funnel which you nurture until they convert into a customer. 

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Understanding The Buyers Journey

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Your ideal buyer persona goes on a specific journey leading up to their purchase with you. This journey includes three clear phases: awareness, consideration and decision.

Awareness: The first stage in the buyers journey begins with the recognition that the buyer has a problem. Your ideal personas will have some problems in common that you will most likely recognize. Perhaps it's outdated software, a chipped tooth, or their cell phone can't get service at their new home. In the awareness stage, the buyer is seeking out information on how best to solve their new problem.

Consideration: The second stage in the buyers journey is decision. They hit this stage once they have identified a set of solutions for their problem. In this stage the prospect is going to weigh the pros and cons of each solution with the intent on choosing the best solution. So they might research dentists who repair chipped teeth, or software vendors that meet their requirements.

Decision: This is the third and final stage of the buyers journey. Vendors will be contacted and interviewed so that the final decision can be made.

 

CASE STUDY

Inbound marketing connects dentist to new patients.

According to Google: 70% of patients start their search for a dentist with an online search. Being discovered requires search engine friendly content that is optimized for humans.

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dentist inbound marketing case study-wd

Make an Inbound Marketing Plan

It starts with solutions. 

Turning visitors into customers requires more than just a quick visit to your website. You must provide value and solutions to their problems. This is a critical component of any inbound marketing plan.

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Attract

You don’t want just anyone coming to your website. You want people who are most likely to become leads and, ultimately, happy customers. How do you get them there? You attract more of the right customers with relevant content at the right time — when they’re looking for it.

Use a content strategy to build your authority in search and rank for the topics that matter the most to your prospects. Publish your blog post or video content across social networks. Create ads to increase awareness of your brand with your target audience. 

Engage

Use conversations to create lasting relationships with prospects on the channels they prefer — through email, bots, live chat, or messaging apps. Use conversion tools — CTAs, forms, and lead flows — to capture the information of prospects visiting your site. Use all the prospect and customer information in the CRM to personalize the website experience using smart content and the entire buyer’s journey using email and workflows. Create brand loyalty by targeting specific audiences with your social content or ads. 

Delight

Use email and marketing automation as well as conversations to deliver the right information to the right person at the right time, every time. Use the conversations inbox to align with your sales and service team members to create contextual conversations with the people you do business with. Create memorable content your prospects can share with their friends and family by using a variety of content formats — like video— that your prospects prefer.  

Ready to Get This Party Started?

Our strategists are certified inbound marketers who know how to help our clients get the most out of inbound marketing. Schedule a consultation and let's connect.