Successful inbound marketing is focused on delivering tailored content to target buyer personas at the right time, equipping them to make informed, educated decisions without feeling pressured to make a purchase.
Inbound marketing focuses on the buyer and exists to attract, engage and delight. The intention is for the buyer to react to carefully crafted content, created specifically with them in mind.
A well-organised and focused approach to inbound marketing allows your business to work smarter. With a detailed strategy, buyer insights and industry-leading software, we have the tools to target your audience and serve them with the information they’re searching for. By increasing interest and brand awareness, we pull qualified leads into your pipeline and send them to your sales team when they are most ready to buy.
Together, we will begin by developing your buyer personas. These semi-fictional representations of your customers will focus your marketing efforts like never before and anchor your content giving it relevance, clarity and impact for your target audience.
The content we create will not only be crafted in the context of your buyer personas, but by the stage they find themselves in on your buyer’s journey. Does your prospective buyer have awareness of your brand? Have they been introduced to you and are now considering buying from you? Or, are you close to closing and need those all important assurances in place to make sure good business gets done? Our inbound methodologies are consistently present across every stage of the sales lifecycle.
The buyer’s journey.
Today’s buyer is more informed than ever before, thanks to the vast amount of information available at their fingertips. Because of this, the balance of power has shifted from the sales rep to the buyer in most sales conversations. This is why forceful sales tactics are no longer effective in the way they used to be.
Instead, to be successful in sales in today’s day and age, sales reps must adapt their mindset from selling to helping. The best way to start this process is becoming intimately familiar with who the buyer is and the journey they take on their path to purchase.
“We had the challenge of developing not only brand but technological awareness for our construction range of steel systems. Socially Grown managed the process from end to end. Starting with developing a website for our business and following with content creation, social media management and HubSpot CRM support. They have revolutionised our marketing and we couldn’t imagine working without them by our side.”
The content programme.
Together with our team of multi-platform content experts, Socially Grown will craft a content programme that ensures every communication your brand makes is doing its job at all times. Key content pillars and subsequent online, social and email communications, multimedia presentations and thought leadership content will form a robust content programme that’s talking to the right people at the right time in the right place.
And to ensure your content is working as hard as possible to get eyes and ears on your brand, we automate and optimise content to ensure a smooth transition from awareness, to consideration, to decision. Every piece of content leads to another. Every call to action offers value. The nurturing process is how inbound invites customers into a richer experience they aren’t used to seeing with outbound.
A holistic approach
You are likely to see and hear how outbound marketing is outdated and how inbound is the modern form of communicating, engaging and converting. At Socially Grown, we take a more open-minded approach to this. We firmly believe that outbound marketing still has its place and can reward your business with high conversions. We take a blended approach to inbound and outbound, on many occasions merging the two together to achieve the very best results. Often we will create paid ads, social media content, blog posts and landing pages, however complement this with email marketing or telemarketing to boost and drive conversions. All in all, a holistic approach to your marcomms.
“Socially Grown have taken our marketing on to a whole new level. They created a new brand identity that really wowed us, at once modern and retro! They then built a website that looks great and functions brilliantly as a platform for content marketing. They also work with us to develop content that engages our potential customers, and vastly increases relevant traffic.”
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