Traditionally to generate leads, sales used tactics such as attending networking events, purchasing database lists to build their pipeline, cold calling or blanket email campaigns to the masses. Otherwise known as a spray and pray approach, focusing on quantity and not. This method is known as outbound marketing.
Fast forward to today, look at the way the approach to marketing practices has evolved largely due to the influences of technology, we’ve adapted to a more inbound approach. This means that we are relying less on traditional marketing channels to reach us, and taking a more proactive, and somewhat empowered approach to finding the information we want, on our own.
We are living and breathing this new way of marketing, which is termed inbound marketing
This is a fundamental shift in the way we do business today in this high-tech, information-driven world.
What is inbound marketing? It is essentially a marketing strategy focused on attracting, educating and empowering customers to access the relevant information that helps and guides them until they are ready to purchase from you.
In order to understand how inbound marketing works, you need to identify the four stages of a customer journey or what VevaMEDIA refer to as, The Funnel.
- Awareness – This is the initial stage where your customer recognises they have pain points. So, they conduct high-level research to identify what they need or what pain they are experiencing.
- Interest – The second stage is where your customer gains a greater interest by researching their options, discovering various solutions on offer and analysing all these options simultaneously.
- Decision – Is the third stage of the funnel and the customer has finally googled their hearts out and racked their brains enough that they are ready to make a decision on the most attractive offer for them and make the final decision on who they will choose to purchase from.
- Action – The last or final stage in the funnel, and the most important one. This is where you see the generated lead become a conversion. The customer has made the decision to purchase your products or services and onboard with your brand.
As you can see it is imperative that at each stage of the customer journey you create relevant and remarkable content that is tailored. This means you will support the buyer in understanding their problems and help them recognise how your business product or service offering can fit their needs. This is the inbound way you can easily build trust and create a love for your brand with the audience. It is creating content within the context of the customer journey.
In essence, adopting and an inbound marketing strategy will help with:
- Lead generation and nurturing
- Brand awareness
- Cost reduction
- Educate prospects about your brand, your product or service
- Speed up the overall sales process
Video is a powerful inbound marketing medium
There are various videos that suit each stage of the funnel. As video is quickly becoming the preferred way for buyers to collect information about the products and services in which they are interested, your sales team must have a solid understanding of the video data and engagement history of the audience it is targeting. They will also need to develop the skills to translate video metrics into action as part of their sales prospecting strategy.
The goal for inbound marketing is to provide sales with the knowledge of precisely knowing when the buyer is ready for a sales call, and exactly what the initial sales conversation should be about. There is no need to have scripts or think a one size fits all approach is enough, this simply will not work. With inbound marketing, the sales conversation is customised, thoughtful and most importantly helpful to the buyer. Need to know more about this powerful method of marketing using videos, contact VevaMEDIA now.