What is Inbound Marketing
Inbound Marketing is:
- a cost effective way to generate leads and customers;
- marketing that matches the way your prospects buy;
- a transformational process that leads to a sustainable competitive advantage;
- a process that allows you to connect with people who are looking to buy your product way before they are ready to purchase;
- a philosophy to help YOUR COMPANY to help your prospects.
Inbound gets YOU found by the right people
Inbound is digital marketing for the 21st century. Rather than trying to sell to EVERYONE and reaching/pleasing NO ONE, it gets you found online by those people who DO actually want or need your products/services.
The fact is that the internet has changed the buying behaviour of consumers and businesses and Lollipop are helping astute companies like to adapt.
Inbound Marketing focuses on attracting your ideal prospects to your business and turning them into delighted customers and fans.
How is Inbound Marketing different from regular digital marketing?
Inbound Marketing is highly targeted, focused solely on your ideal clients - even those who don't actually know they are your ideal clients... yet!
Inbound Marketers spend a lot of energy discovering and addressing the things that matter to your ideal prospects, issues that bother them and the solutions your product or service provides. This is a decidedly different from the rather generic, catchall approach of most digital marketing agencies.
Content is critically important. Carefully targeted blog posts, infographics and video will serve to attract the right people to your site by answering the questions that they are asking Google through a search. Of course, as well as Google, appropriate social media channels and email marketing are harnessed to promote the content.
But, unlike most content marketing, it does not stop there. Inbound Marketing implements a clear conversion path on your website to convert visitors into leads. Then a concerted lead nurturing program warms these leads up until they are ready to buy and happy to receive a sales call. And finally, these customers are delighted. That is, they are provided with such a wonderful experience that they become active promoters of your business on the channels where they and equivalent companies operate.
The difference is not the tactics that Inbound Marketing employs, blogging, social media and email are not exclusive channels. The difference is the strategy, Inbound uses a proven, coherent plan to take the right people through the journey from people who have never heard of you to customers and active promoters of your business.