Home » Marketing » Inbound marketing – generate more sales measurably with inbound marketing
Inbound marketing is a term introduced by HubSpot. Inbound marketing means marketing in which the potential customer enters the circle of companies’ marketing themself.
Inbound marketing can be used as a kind of magnet that attracts customers. Outbound marketing can be seen as a kind of megaphone which is used to communicate to potential customers whether they wanted to hear the message or not.
Inbound marketing is a trendy term that is partly overlapping with other terms and concepts commonly used in the field of marketing. Examples of these concepts include for instance content marketing, and permission marketing, a concept introduced by Seth Godin.
Cold calling is often seen as the opposite of inbound marketing. Those speaking for inbound often state that cold calling is no effective these days. However, inbound marketing and active selling, of which cold calling can be an important part of, do not rule out one another.
It’s challenging to draw a line between inbound and outbound. The purpose of Inbound marketing is to draw customers closer to the company and its services, but the first contact always has to occur somewhere.
Let’s look at this through a few examples.
1. Is it inbound marketing if you use Facebook advertising and buy impressions?
In general, the answer is yes, but in this case, the potential customer has not ordered or moved towards your brand before you push your message to them. What is then the real difference to cold calling, for example?
2. Is it inbound marketing if you buy a placement from Google Ads and force your site to the top of the search results, even if another site would answer the needs of the potential customer better, at least according to Google’s algorithm?
Once again, the answer is usually yes, but what’s the difference between this and cold calling? You are pushing your own message to your target audience.
3. Is it inbound marketing if you are using power like -groups on LinkedIn or Instagram to get your message across to potential customers’ awareness?
Usually, this is also classified as inbound marketing, but in the same way, in this case, you are pushing your messages to potential customers.
The only rational distinction between the inbound and the outbound is whether your marketing is user-centric or focused on products or services. Are you trying to force-sell your products and services or are you trying to help potential customers even before they buy from you? The channel you use in contacting the potential customer may not matter that much, even though cold calling is often perceived as more uncomfortable and less service-centric than for example Facebook marketing.
In practice, inbound marketing is long-term, user-oriented development of marketing. A good starting point for inbound is usually pondering the challenges and problems that customers are facing.
What are the most critical problems the customers have?
What do they ask our salespersons?
What are they googling?
The answers to these questions provide you with a list of topics you could discuss in inbound marketing. Generally, the data about search volumes provided by Google is a reliable base for inbound marketing because it makes it easy to avoid making generalizations based on individual cases.
When you have an idea of what topics your customers are interested in, you should start building a concrete plan. At least the following things should be considered when making the plan:
What kind of results do you want to achieve and how much resources can be used to reach the goals? Set clear goals for increasing sales, make a concrete budget and plan how it is allocated.
You could go through and prioritize all the different search terms with the help of keyword research. It is particularly important to define search terms that have the greatest potential for business but with minimal competition.
Define different lead magnets for different stages of the purchasing process. For example, if you are contacting sales managers, the topic may be for instance an online course focused on sales.
Although the customer’s contact information has been obtained and she is interested in your service, she may not yet be sure that you are the best possible supplier.
Although other inbound marketing activities would be done well but the end of the funnel is not carefully thought out, customers will only be warmed up for your competitors. Typically, impartial references, customer experiences, comparisons, and other similar content forms are the best ways to convince customers.
You can start using Trustmary for free and collect reviews and testimonials for your business.
Even if good content and lead material were produced, results would not be obtained if the content could not be found by potential customers. At this phase, one should consider utilizing different channels both organically and through paid advertising. Possible channels include Facebook, Instagram, Search Engine Optimization, Google Ads, LinkedIn, and so on.
Who does what and when? Nothing reasonable is usually done without a clear timetable and responsible people. Thus, scheduling can be even the most critical part of the entire design process.
Measure the results at regular intervals. For example, have a meeting with the marketing and sales departments on the first Monday of each month. In that meeting, discuss the results from the previous month and plan the development tasks for the following.
There are countless examples of good inbound marketing. Organizations such as HubSpot or digitalmarketer.com can be seen as great examples.
However, as a concrete example, it is probably the easiest way to use our own inbound marketing as an example. On our website, one can find guides, sales school, and other conversion points such as a possibility to join a mailing list, booking a time for demo, and a possibility to ask for a contact. We use especially Facebook and Instagram, but also LinkedIn, Google Ads and search engine optimization to drive traffic to these conversion points.
We guide the visitors of our social media pages to our website and try to turn them into leads, after which we warm the leads with the help of customer testimonials and other content. The most potential leads are immediately being contacted directly by the salesperson. However, the sales contact the lead latest when it is seen to be warm enough.
Many people think that inbound marketing combines fine and complex funnels, but in practice, most of our traffic is driven directly to the guides and the sales school. Our guides and online courses are designed so well that we can get contact information of potential customers at low costs. We get those people in the circle of our marketing and can continue the process with marketing techniques and sales tools.
Of course, the targeting and optimization of advertising have their own tricks, which are not the subject of this article, but the process as a whole is quite simple: producing relevant content, directing people to interesting lead magnets, convincing the customers with testimonials, and closing the deal.
In my opinion, the best way to learn is to try out things in practice. To get inspiration, you should follow how others sell their products and services and apply these practices in your inbound marketing. HubSpot has its own inbound marketing course that you can certainly benefit from. However, it is good to keep in mind that it is difficult to learn the essential things from the courses without practicing.
If you are attending training and courses, try the things in practice as well. When we provide our customers with training, we also discuss the basics of inbound marketing, but we do not yet have comprehensive training material on the topic.
In practice, inbound marketing is effectively implemented digital marketing, which means that all training considering digital marketing can be useful. Here are a few examples of training materials which could be useful:
Training by HubSpot
Training by Digitalmarketer.com
Seth Godin’s The Marketing Seminar
There are different courses on the subject at Lynda as well
There are many different ways to do inbound marketing. In a way, inbound can be synonymous with effective digital marketing. Inbound marketing does not exclude active sales, but inbound and cold calling can actually support each other.
The most important function of inbound marketing is increasing sales.
And in many cases, inbound offers a rather good range of tools to increase sales. However, it is not suitable for all cases, so it is not worth seeing it as a magic trick.
It is also worth remembering that even though inbound marketing is often associated with HubSpot, effective inbound marketing does not depend solely on HubSpot. HubSpot can be helpful in implementing effective inbound, but there are other solutions and options available on the market as well. HubSpot is the right tool for some situations, not for all situations.
Last but not least, when thinking about inbound marketing, you always have to think about the whole process and at least try to measure it. Leads and visibility are worthless if they do not turn to deals. Therefore, keep your goals in your mind when planning inbound.