Inbound

The time when you could simply buy your audience’s attention is over. Marketing has evolved into a philosophy centred on sharing valuable content. That is inbound. You attract your prospective audience by creating targeted, valuable content for every phase of the customer journey.

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What exactly is inbound marketing?

In inbound marketing the focus is on helping the customer at every stage of their customer journey.

Together with inbound sales and inbound service, inbound marketing forms a triad in which each department has its own tasks and services. The marketing team is responsible for attracting (potential) customers, while all three teams work closely together to deliver an optimal customer experience. When an effective inbound method is in place, the departments help and strengthen one another.

This approach is captured by the flywheel. The Attract, Engage and Delight phases form a continuous process and embody the philosophy of inbound marketing. Aligning and accelerating these elements enables your company to grow.

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Grow with inbound

Every company that invests in marketing aims to grow. This may mean attracting new customers, but do not forget it can also mean getting more from existing customers. If you operate in a highly competitive market, the “old” way of marketing often forces you to spend more ad budget just to remain visible. Some results are also difficult to measure, and the eventual return may be low. That is why it is better today to place your marketing focus on inbound.

Customers increasingly take control themselves. They actively search online for solutions to their problems. With so much information available, it is your task as an inbound marketer to create value for your potential customers.

An inbound strategy that makes the difference

In the inbound method your prospective customers are central, and that also applies to your inbound marketing strategy. Think in terms of the needs and wishes of your audience rather than what you want to sell. By approaching your marketing differently, you reach your potential audience more effectively. A major benefit for customers is that you provide clear answers to the problems they are trying to solve.

This results not only in customer acquisition and satisfaction, but more importantly in customer loyalty. Prospective customers will feel compelled to contact you because you are the answer to their problem. A satisfied customer can become a promoter of your company, which is extremely valuable. Word-of-mouth is a powerful form of advertising.