What is Inbound Methodology?
Inbound Methodology is built on the concept of letting people come to you. It promotes a more passive approach to marketing; you attract potential consumers and let them go at their own pace rather than hunt them down and convince them to hear you out.
But beyond attracting and inviting, inbound methodology also requires that you nurture a strong, consistent relationship with all of your consumers. It’s not enough to just convert them. You have to continue to support, encourage, empower, and interact with them even after they become a customer. That’s how you encourage loyalty and repeat purchases.
What is the Inbound Methodology Lifecycle?
Inbound Methodology Lifecycle—or simply Lifecycle Marketing—is a marketing approach that uses the inbound methodology to map out the entire lifecycle of a prospect (hence the name). It starts from the moment you and the contact first meet, and continues even after the contact has been closed.
Most marketers use this lifecycle approach to gain valuable insights regarding how their market shops around for products or services, and how they decide which to purchase.
Insights gained through lifecycle marketing provide marketers with a better understanding of how contacts engage with their content. It also allows marketers to segment their database and make more data-driven decisions. With all of this information, you can prioritize high-fit and interested contacts, captivate them with relevant content and, ultimately, close them into customers.
Now, this Lifecycle typically has 4 stages:
In a previous article, we briefly defined and discussed each stage. However, the name also explains much of what happens in each cycle.
This is important because you should be creating content based on engagement level. For instance, nurturing strategies will differ for individuals who are browsing your blog than those downloading your case studies. Lifecycle stages allow you to curate information for each stage in a contact’s buyer’s journey and help encourage them to that next step. Let’s take a deeper look at all of the lifecycle stages and the marketing content you can provide at each one.
Once people arrive at your website, your sales team can engage with them using conversational tools like email and chat, instilling continued value as they learn about your brand. Then, your customer service team can delight them long after they’ve become customers — acting as an empathetic advisor and expert on your product.
Inbound is a method of attracting, engaging, and delighting people to grow a business that provides value and builds trust. As technology shifts, inbound guides an approach to doing business in a human and helpful way. Inbound is a better way to market, a better way to sell, and a better way to serve your customers. Because when good-for-the-customer means good-for-the-business, your company can grow better over the long term.
By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.
During the past few years, the same change in buying behavior that sparked the inbound movement has also spread throughout the whole customer experience. How people communicate and what they expect from your business has changed.
The good news? The inbound methodology, along with technology, continues to help businesses adapt to fast-changing needs — not just with marketing, but with the entire customer experience.
Supporting this methodology is a full platform of software for marketing, sales, service, and customer relationship management. These tools are powerful alone, but they’re even better when used together, helping you grow with the inbound methodology.
- Social media
- Email marketing
- Lead management
- Conversational bots
- Marketing automation
- Landing pages
- Lead flows
- smart content
- email marketing
- conversation inbox
- attribution reporting
- marketing automation
Use email and marketing automation as well as HubSpot Conversations to deliver the right information to the right person at the right time, every time. Use the Conversations inbox to align with your sales and service team members to create contextual conversations with the people you do business with. Create memorable content your prospects can share with their friends and family by using a variety of content formats — like video — that your prospects prefer.