Recently, inbound marketing has been named a top marketing trend. The core marketing philosophy for Zeitgeist/33 aligns perfectly with the process of inbound marketing. So much so, that is was a no-brainer to become an authorized HubSpot Partner—nearly four years ago—well before inbound marketing hit trend status!
So, what is inbound marketing? It's a set of marketing strategies and techniques focused on pulling relevant prospects and customers towards a business and its products and/or services. There are four primary steps:
"To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products."
— Brian Halligan
In this context, we're talking visitors. Not just any visitors, but those whom match your buyer persona. Cause a prospect to come to a place (your website or business), participate in an event by offering something of interest, favorable conditions, or opportunities.
This is where we go to work on moving a visitor through the sales funnel. It's the beginning steps of lead nurturing, knowing that not everyone is ready to buy when we want them to. Strictly speaking, we're looking to cause a change in form, character, or function.
Now that we've attracted the right visitors and converted the right leads, we go to work transforming the leads into customers. This is where your business sees revenue.
It's easier to keep a customer than it is to get a new one. At this stage, we look to continuously connect and engage with your customers. Offering incentives by rewarding repeat business, offering new products and services as the relationship grows, this is the place where you continue to care for those who care for you.