A Buyer-Focused Approach

Meet your customers where they are, and move them to purchase. Not sure where to begin with inbound?

Why Does Inbound Marketing Work?

Inbound is a buyer-focused, measurable approach to marketing that helps you meet your customers where they are. Every inbound marketing activity (website, email, PPC, social media, content) is tracked and measured. Continuous monitoring and testing is then done to help you make data-driven decisions about what's working, what's not, and respond quickly. Inbound helps keep your sales team fed with leads, maximizes sales enablement, and frees them up to sell.

The good news: You’ll be finally be able to see and prove ROI on your marketing efforts.

How Does Inbound Marketing Work?

We help our industrial and manufacturing clients build brand awareness by developing digital content and promoting it through multiple channels such as social media, email marketing, social advertising, PPC, and earned media placement.

Then we help them push visitors further down the sales funnel with content that answers questions during the consideration and decision stages. Finally, we keep existing customers delighted with retention-focused content and exclusive offers just for them.

What Are The Four Stages of Inbound Marketing?

Inbound marketing starts with understanding your customers as they move through the four stages of the buyer’s journey:

Each stage invokes different questions, challenges and concerns for your buyer. Think of it like a board game, with customers advancing to the next stage with your help.

By matching relevant content to each stage of the buyer’s journey, you’ll reach customers in a way that works for them. You’ll be seen as a helpful advisor, build trust with prospects, and have better customer retention.

Your buyers are:

Researching, Googling, learning, and trying to find a solution that will ease some sort of pain. It's time to make them aware that you exist and pull them in with the right content.

How to help them:

Don't come on too strong --they're not ready to buy yet. Work on your SEO so they can find you! Create content that is high-level, like a blog post about a problem they might have. Social media and your website play a big part in generating awareness.

How we help you:

We'll build strong brand awareness with a well-designed, updated website that is optimized to attract new visitors. We'll also re-brand your social media channels, get your blog up and running, and create and promote top-of-the-funnel content like checklists and ebooks. We'll do an SEO audit and make recommendations to improve your search position, as well as a content audit to identify how to use existing content for quick wins.

Your buyers are:

Weighing their options and comparing vendors. Seeing how your products and services stack up against your competition. It's time to convert them using relevant content for this stage.

How to help them:

Continue to work on SEO because now they're Googling more specific terms and possibly geographically-driven keywords. Create and promote some product videos, product comparison guides and free demos to educate them on their options. Share these things with them in a thoughtful, targeted email campaign. They're almost ready to buy, but need some detailed product information first.

How we can help you:

We'll create and promote middle of the funnel content across various channels and nurture them with email campaigns that answer the questions they're likely to have at this stage of the buyer's journey. We'll make sure that your website and landing pages are fully optimized to convert visitors in the middle of the funnel. We'll continue to work on improving your SEO, and tweak your paid ad strategy for maximum results.

Your buyers are:

Finally ready to buy! As they make their final decision, things like price points and delivery times start becoming important.

How to help them:

If they've converted on some of your previous content, you've got an email address. Sending relevant, nurturing emails with clear calls-to-action to contact you or get a quote will help drive them to purchase. You could also share deeper-dive content like case studies to show them how you've helped others.

How we can help you:

We'll create bottom of the funnel content to share within targeted email campaigns. We'll make sure that your website and landing pages are fully optimized to convert return visitors that are ready to purchase. We'll even help set up and promote webinars and product demos.

Your buyers are:

Paying customers --don't neglect them. They expect you to check in with them and continue to offer value and delight them with customer service.

How to help them:

Show them some love with unexpected extras like purchase recommendations, reminders and rewards. Ask them for an online review of your business and reward them with a discount. Send them exclusive information on new products.

How we can help you:

We'll create email campaigns that share rewards and news updates for existing customers. We can help you better engage with your existing customers on social media platforms. We'll help you create and distribute customer newsletters.

How To Get Started With Inbound Marketing

The whole idea of inbound marketing is to attract, convert, close and delight your customers. But in order to do all that, you have to start somewhere.

First ask yourself these questions:

Who are our customers?

How do they buy from us?

What do they want to know?

What does our marketing/sales funnel look like?

What are our baseline metrics?

Then develop your inbound marketing strategy by:

Setting SMART goals

Developing customer personas

Developing buyer's journeys for each persona

Creating content for each stage of the funnel

Promoting and sharing that content

Benchmarking, measuring, and A/B testing

Which Marketing Automation Software Should We Use?

Building a marketing technology stack can be intimidating. There are dozens of marketing automation and CRM platforms out there. Subscriptions range in price from a few hundred dollars to thousands of dollars a month. If you're a mid-sized manufacturing or industrial company with a few hundred to a few thousand contacts, you don't need one of the big enterprise solutions.

Instead, build your marketing tech stack with affordable, easy-to-manage tools for small businesses and mid-market organizations. We recommend looking at HubSpot, Pardot, Act-On, Salesfusion, and Infusionsoft.

The marketing automation software you choose should align with your goals, number of contacts, your budget and the bandwidth of people on your team who will have to manage it.

Plan your budget to
achieve your marketing goals

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Which Marketing Automation Software Should We Use?

We're HubSpot Platinum Partners and we help our clients set up and use its many tools and integrations with regular training and on-demand help. HubSpot has helped many companies attract visitors, convert leads, and close customers easier and faster by automating their marketing and sales efforts.

HubSpot has a free version of their automated marketing software (plus a free CRM!) so you can get started and learn the basics. Give us a call to get started with HubSpot FREE.

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