This document outlines the 4 phases of inbound marketing:
1. Attract phase focuses on generating website traffic through content creation, SEO, social media, and blogs.
2. Convert phase aims to convert website visitors into leads through educational offers and validating potential needs. Landing pages and forms are used to capture leads.
3. Close phase nurtures leads using email marketing, automation, and CRM to turn them into customers.
4. Delight phase focuses on existing customers through additional offers, surveys, social monitoring and testimonials to encourage customer promotion of the brand.
4. T V a d v e r t i s i n g
s k i p p e d b y 8 6 %
o f v i e w e r s
9 1 % U n s u b s c r i b e
f r o m E m a i l
4 4 % o f D i r e c t
m a i l i s n e v e r
o p e n e d 2 0 0 M o n
D o n ’ t C a l l
l i s t
N e w s p a p e r a d v e r t i s i n g
s p e n d d o w n b y 2 0 % i n t h e
f i r s t n i n e m o n t h s o f 2 0 1 5
5. “ Inbo und ma rket ing
fo c uses o n ea rning t rust
using ed uc a t io nal
content t ha t d raws
c o nsumers towa rd yo ur
website where t hey c a n
lea rn mo re a bo ut wha t
yo u sell o n t heir own
terms”
-Hubspo t
SEO
Blo g g ing
So c ia l Med ia
Free Tria ls/Tools/Tips
Vira l Vid eo s
Content
Context
Create online content
optimized for search and
social media to get found
by potential buyers.
Understand
what content
pulls your
buyers
6. Phase 4 : Delight
Delight customers to turn them into Promoter of your brand
Phase 3 : Close
Close leads into customers through lead Nurturing
Phase 2 : Convert
Convert Website Visitors into leads
Phase 1 : Attract
Attract Strangers and turn them into Website Visitors
Phases of
Inbound
Marketing
8. Create & Maintain a POWERFUL Website
Easy to
Navigate
Professional
Appearance
Search Engine
Friendly
Mobile Ready Easy to Update
9. Blo g g ing So c ia l Med ia
SEO
P P C ( O p t i o n a l )
Genera te TRAF F IC
A Blog gets 55% more traffic
400% More Indexed pages
are produced by blogging
Nearly 2/3 of Internet
Users Regularly use a
SOCIAL NETWORK
46% Of Daily Searches are for
Info on Products / Services
Quick Wins.
Sales campaigns targeted to
existing customers can
have conversion rates up to 70% -
Retargeting
11. U n a w a r e I n t e r e s t e d
To k n o w M o r e
R e a l i z i n g
N e e d
R e a d y t o b u y
W h a t i s i t ?
W h o a r e y o u ?
W h o n e e d s i t ?
W h y I n e e d i t ?
W h a t i f I d o n ’ t h a v e i t ?
W h a t a r e m y o t h e r o p t i o n s ?
W h y s h o u l d I
c h o o s e y o u ?
A w a r e n e s s :
B l o g s , A n a l y s t
p a p e r s , V i d e o s
B a n n e r s , A d s
E d u c a t i o n a l
O f f e r s : E - b o o k ,
W h i t e p a p e r, C a s e
s t u d i e s , D e t a i l e d
V i d e o s
V a l i d a t i o n O f f e r s :
W e b i n a r s , P o d c a s t s ,
S e m i n a r s , C u s t o m e r
R e f e r e n c e s
S a l e s O f f e r s :
D i s c o u n t s ,
T r i a l , D e m o s ,
M e e t i n g s
Offers in each of Buyer stages
12. C re ate offe rs and call to
acti ons th at ap p e al to
potenti al buyers at all
leve ls
Land i ng Page
Le ad s i nte grati on i nto
CRM Systems
Forms
C a l l t o A c t i o n
14. C re ate offe rs and call to
acti ons th at ap p e al to
potenti al buyers at all
leve ls
Em ai l
Marke ti ng Au tomation
CRM
C l o s e d L o o p Re p o r t i n g
16. Make you r Ex i s ting
Cu s tome r fe e l s p e ci al
so that they become
you r p rom ote r.
Em ai l C am p ai gn to
ach i eve th e i r goals
C ros s S e ll
Surveys
S o c i a l M o n i t o r i n g
Te s ti monials , Inte rv i ews
Offe rs for cu s tom er
Reference
