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Inbound marketing is a way to market and sell that reflects the current trend towards online sales, and the evolution of marketing to accommodate a new customer mentality. Inbound marketing is a product of e-commerce and easy online access to information. Customers have a basis for comparison due to product reviews. Online selling requires a different methodology to inspire customer interaction, as customers make product choices based on research, and prefer to be active and find you.
Generating inbound engagement involves a series of steps. It begins with an analysis of your customer base and the customers you would like to attract. Once you have established a working knowledge of your customer base, you can create content specifically targeting them. Inbound marketing’s content creation goal is to inspire buyers to engage with a company or product. At the point of customer engagement, the next step is to be prepared to receive and accommodate leads. This is the point of sale, and there is an emphasis on good customer service. After the sale comes the follow-through, whether regarding shipping, questions on product use, or repairs. The last steps in the inbound marketing process are asking customers for feedback on what they liked or were dissatisfied with in the customer experience, and making efforts to re-engage them.
Inbound marketing is a less intrusive and disruptive method that many customers find more appealing. The goal is to attract customer interest by taking customer needs and interests into the equation. You are also more likely to develop quality leads through inbound engagement, as buyers have already expressed an interest in the product or service. It departs from traditional advertising, which tries to engage a passive audience by displaying potentially useless information at inconvenient times. The purpose of inbound marketing is to create a positive experience for potential leads that focuses on the customer.
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