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nbound marketing can be defined as a strategic approach to creating valuable content that aligns with the needs of your target audiences and inspires long-term customer relationships.
Inbound marketing is based around methodology that replaces content you hope will work with content that you strategically create to tailor to your target audience.
Inbound methodology works as a strategic process of attracting, engaging and delighting your target audience. While this sounds simple enough, achieving the final stage of inbound marketing - delight - requires your manufacturing brand to provide consistent value that builds a relationship of trust with your audience.
When thinking about content creation for inbound marketing, it can be hard for B2B companies to develop a strong dialogue. Remember, even though your primary customer (or target audience) are other businesses - you are still marketing and selling to human beings.
Steps of the Inbound Marketing Methodology:
1. Attract
The secret to attracting your target customer to your brand boils down to two things: valuable content and timing. You must create content that is relevant to your audience, provides them with meaningful insight and is delivered to them when they are looking to consume content. Today the most common forms of content to attract customers are blogs, videos, ads and social media.
2. Engage
After you have attracted your target audience to your brand’s page, the next step to the inbound marketing method is to engage with them and keep them on your page. Engaging your audience is about developing a relationship with them through the different content you are choosing to create.
For this step, as a B2B manufacturer, a strong end goal is to get contact information. By offering exclusive content, such as case studies, white papers, eBooks, data sheets, etc. - you can capture email and contact of your target audience to then fuel your sales funnel.
3. Delight
Regardless of a decision to purchase or not, delighting your audience takes time, consistency and dedication. Delight your audience by continuing to provide high-quality, valuable content to keep them coming back for more of your information. Helpful tools for this step can include email marketing or other automated marketing tools. These allow you to keep a conversational relationship with your audience going and to deliver the right information at the right time.
Inbound marketing has the ability to transform your marketing strategy in a way that will set your brand apart from your competition by offering a more personable reputation. If you are looking for more tools or ways to implement your inbound marketing strategy, reach out to one of our inbound marketing professionals - we would love to help!
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