What Is the Inbound Methodology?
The inbound methodology is the method of growing your organization by building meaningful, lasting relationships with consumers, prospects, and customers. It’s about valuing and empowering these people to reach their goals at any stage in their journey with you.
Why? Because when your customers succeed, you succeed.
The inbound methodology can be applied in three ways:
- Attract: drawing in the right people with valuable content and conversations that establish you as a trusted advisor with whom they want to engage.
- Engage: presenting insights and solutions that align with their pain points and goals so they are more likely to buy from you.
- Delight: providing help and support to empower your customers to find success with their purchase.
When customers find success and share that success with others, it attracts new prospects to your organization, creating a self-sustaining loop. This is how your organization builds momentum, and this is why the inbound methodology serves as a strong foundation for your flywheel.
Inbound Marketing Strategies
These strategies will help you effectively market to your target audience the inbound way. Below, you’ll see there are specific strategies for each inbound method of attracting, engaging, and delighting consumers to keep your flywheel spinning and help your business grow better.
Inbound marketing strategies that attract your target audience and buyer personas are tied to content creation and development.
To reach your audience, start by creating and publishing content — such as blog articles, content offers, and social media — that provide value. Examples include guides on how to use your products, information about how your solution can solve their challenges, customer testimonials, and details about promotions or discounts.
To attract your audience members on a deeper level through inbound marketing, optimize all of this content with an SEO strategy. An SEO strategy will require you to target specific keywords and phrases related to your products or services, the challenges you solve for customers, and the ways you help target audience members.
This will allow your content and information to organically appear on the search engine results page (SERP) for the people who are searching for this information — also known as your target audience or the right customers for your business.
When using inbound strategies to engage your audience, ensure you’re communicating and dealing with leads and customers in a way that makes them want to build long-term relationships with you. When using these engagement strategies, inject information about the value your business will provide them with.
Specific engagement strategies may include how you handle and manage your inbound sales calls. Focus on how customer service representatives handle calls from interested people and prospects. Additionally, be sure you’re always solution selling rather than product selling. This will ensure all deals end in mutually beneficial agreements for customers and your business — meaning, you provide value for your right-fit customers.
Using the Inbound Methodology in Marketing
As an inbound marketer, your goal is to attract new prospects to your company, engage with them at scale, and delight them individually.
You also partner with your sales and services teams to keep the flywheel spinning effectively and help the business grow. It's a big job, but the inbound methodology and Marketing Hub have you covered.
Use Inbound Marketing to Grow Better
Supporting the inbound methodology is HubSpot's complete CRM platform, which includes all the marketing, sales, customer service, and content management software you need to keep customer relationships front and center. These tools are powerful alone, but they’re even better when used together, helping you grow and market with the inbound methodology.
By combining the inbound methodology with the HubSpot software, you’ll grow your business and get customers to buy more, stay with you longer, refer their friends, and tell the world they love you.