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Zoho Inbound Marketing Strategy

The inbound marketing methodology is a tried and tested marketing methodology where a business engages in marketing efforts that position it to draw its prospects into its buyer’s journey, nurture them, convert them into clients, and continually delight them, thereby turning them into brand loyalists.

When Zoho’s marketing software is powered by an inbound marketing strategy, real results are realized! 

Inbound Marketing with Zoho Technologies

Zoho Marketing Consultants

Has your business struggled to gain clients? Does it seem like your target and ideal customers aren’t even out there at all? Have you tried several strategies, so much so that you’re worried?

If you’ve found yourself in this position, then, it’s time for you to rethink your strategies. There’s a tried and tested methodology that puts you in a position where you do not actively go in search of clients, yet you generate leads. How’s that even possible? The methodology is the inbound marketing methodology. In this piece, you will learn what inbound marketing methodology is, and how to craft your own inbound marketing methodologies that work.

What is the inbound marketing methodology?​

The inbound marketing methodology is a tried and tested marketing methodology where a business engages in marketing efforts that position it to draw its prospects into its buyer’s journey, nurture them, convert them into clients, and continually delight them, thereby turning them into brand loyalists.

Simply put, the inbound marketing methodology is one where your marketing efforts bring prospects to you, instead of you going in search of them. At the heart of inbound marketing are some fundamental characteristics, and they include trust, authority, personalization. These three characteristics are the core of any successful inbound marketing strategy.

Trust

Inbound marketing is all about getting your prospects to trust you and building on that trust till they can buy from you, continually buy from you, and also invite their friends and others to buy from you.

From the get-go, an inbound-focused business builds its customers’ trust in its expertise in its field. Way before you make your product or service offering known, prove that you’re an authority in your niche, and help your prospects trust you. Then, you can introduce your products. The 2019 Edelman Trust Barometer Report states that 81% of customers buy from businesses they trust. Here is why it’s important to build your prospects’ trust in your brand.

Authority

This is related to the first characteristic. It’s an age-old sales principle to position yourself as an authority if you’re aiming for a good sales call. Because buyers want to make the right buying decision, they will be more inclined to buy from a business that comes across as an authority. That lessens the risks of buying wrongly.

Therefore, it is important to your inbound marketing strategy that you position yourself as an authority. This can also help you build the prospects’ trust in your brand.

Personalization

Personalization as it concerns inbound marketing goes beyond addressing prospects with their first name and using the “you” pronoun. It’s more about being client-focused. Make your marketing efforts about your prospective buyers’ needs, pain points, and buyer’s journey.

When you have successfully balanced all three characteristics in your inbound marketing efforts, then, it would be said that you have a solid strategy.

Why Does Your Business Need Inbound Marketing?

Inbound marketing is important to your business for many reasons, which are interrelated. Some of the reasons are:

These are some of the advantages of inbound marketing to your business. Whether you’re at the early stages of your business or have been around for donkey’s years, charting an inbound marketing course is an excellent way to turn the tides and get the best out of your marketing efforts.

The Principles of the Inbound Marketing Methodology

HubSpot has proposed its Flywheel Model as one of the aptest illustrations of the inbound marketing methodology. The Flywheel Model is a sphere of the three inbound marketing principles, attract, engage, and delight.

It is important to note that the inbound marketing methodology is neither salesy, nor forceful, nor desperate. If you’re impatient to see results, then, you cannot follow through with inbound. The reason is that inbound marketing is founded on how to create and solidify relationships with your web visitors, who evolve into your prospects, then leads, then clients or consumers. Let’s look into the three inbound marketing strategies and how they’re related:

Attract

The first principle that backs any successful inbound marketing strategy is the principle of attraction. It is the first stage in your inbound strategy, targeted at strangers and the first few timers to your blog, website, social media page, or any other means of contact. The attract principle puts you in a position to meaningfully help people who are in the awareness stage of the buyer’s journey, thereby gaining their trust. Their attraction to your brand must not be forced. Don’t chase them all over the internet with intrusive ads. Rather create content that answers their fundamental questions in relation to what you will eventually offer them.

Engage

This is the second principle of the inbound marketing strategy. As the name suggests, you need to continually engage your prospects meaningfully, every step of the way, till they complete the buyer’s journey. There are many thought processes that lead up to a buying decision, and the journey might become arduous and winding if your business cannot effectively and efficiently attend to the questions of your prospects.

The engage principle is one that sees you deploy all the marketing efforts in your arsenal to further solidify their trust in your brand. You must also be there to reinforce their convictions at those times when they start to doubt.

Delight

One reason why the inbound marketing methodology is a flywheel is that inbound marketing is a cyclic model; never-ending. Even after you might have meaningfully engaged your prospects till you convert them, your inbound marketing duties still continue. A business doesn’t survive on one-off sales to several clients.

The key to sustainability lies in having a very high retention rate. You have a 60 – 70% chance of selling to an existing customer, while at best, all you have is a 5 – 20% chance of selling to a new customer. Yet, customer acquisition costs are far greater than customer retention costs, since the customer acquisition process is more arduous than the customer retention process. 

While you have to go through the process of attracting, engaging, nurturing, convincing, and converting during the acquisition process, all you need to do in most retention processes is to delight and offer. If your product is good and you make it a point of duty to continually delight your customer base, then, you will retain them.

Must-Haves For A Solid Inbound Marketing Strategy

Multi-channel marketing

For your inbound marketing strategy to thrive, you need to operate a multi-channel marketing strategy. Combine both paid and organic marketing efforts. Never forget that your inbound marketing strategy is one wholesome strategy with several components. Ensure all aspects of the strategy are synced, aiming for the same goals. Search Engine Optimization, content marketing, email marketing, and social media marketing are some of the marketing channels you can combine to get solid results.

Buyer Persona(s)

A buyer persona is important to the success of your strategy. Inbound marketing is primarily about helping your prospective clients and gaining their trust in the process. Thus, you need a buyer persona to conceptualize the details about your prospective buyers, thereby understanding them, their needs, pain points, and interests.

A buyer persona is a profile makeup that gives details on your ideal buyer. A comprehensive buyer persona contains both demographic and psychographic data. You can segment your target audience using buyer personas, and this will help you enhance your personalization efforts.

Target Audience

Your target audience comprises your buyer personas. It is the comprehensive description of all the categories of people your product is targeted at. Your target audience can be just one simple audience, or several compartments in one target audience, in which case, you would have more than one buyer persona.

Buyer's Journey

The buyer’s journey is a chain of events that form the prospect’s initial contact with your business until their first purchase. Beyond the first purchase, the buyer’s journey also extends to the chain of events that either ensure your buyers continue to patronize your business, or move on to your competitors.

Inbound Marketing vs. Traditional Outbound Marketing: The Inbound Leverage

What advantages does inbound marketing have over traditional outbound marketing? The advantages of inbound marketing over outbound marketing are so numerous that you start to wonder why businesses often opt for outbound marketing.

More often than not, businesses that operate on the outbound marketing model do so because they want to see quick results. So, they go after their leads and chase them everywhere with their ads and products, sometimes being intrusive and obstructive. Here are some of the advantages inbound marketing gives you over outbound marketing:

That doesn’t necessarily mean that you won’t have uncertain prospects. However, you will continue to use inbound marketing strategies to convince these uncertain prospects and strengthen their trust in you and what you have to offer.

You become an authority in your niche, and you start to get earned media; recommendations, and brand promotion via client testimonials, also known as word-of-mouth marketing. This is one of the most potent forms of marketing. Social proof will get you more results than any of your marketing efforts.

In conclusion, your ability to conceptualize, plan and implement an inbound marketing strategy for your business tells of your readiness to take your business to a whole new level. 

When you choose to do inbound, you are telling yourself and your team members that you are ready to prioritize clients’ needs and problems, and also adopt trust as the core of your rule of engagement. Then, it can be said that your business is truly ready to massively scale up and maximally explore its profit potential.

How Can Zoho's Martech Apps Help With Inbound Marketing?

Zoho’s customer relationship management (CRM) software for inbound marketing:

Email marketing is still king when it comes to customer and lead engagement and nurturing. Build email journeys consisting of multiple emails which helps to keep your brand top of mind. Pack the emails full of helpful information and your well on your way to a positive relationship with customers and leads.

Marketing automation is just what you think it is. Marketing on auto pilot. Using behavioral marketing, we can send the right message at the right time. Zoho Marketing Automation platform has more capabilities around lead management and nurturing.  

PageSense can customize your websites CTA’s, change text and images based on who and from where the visitor came from. Personalization is a major part of inbound marketing. 

Tracking lead and customer whereabouts on your website helps surface hot leads by lead scoring, can proactively start web chats and aid in creating ‘sales signals’.

While you may use Zoho Sites for your main website, others may use it to create only marketing landing pages. Having a web platform included in Zoho One gives you a web platform that can be leveraged for your inbound marketing.

Social is an imperative part of inbound marketing. Scheduling future content posts which resonate with your buyer personas in the specific buyer stage is paramount. Publishing content is made easy using Zoho Social. 

Whether your building webforms for your website, internal data collection or landing pages with lead capture, web forms are an integral part of an inbound marketing strategy. Zoho has several applications which offer web forms, the question is which to use and when!

Zoho Analytics

Zoho Flow is Zoho’s Zapier equivalent. Integrating your external data with Zoho is essential in marketing automation and marketing workflows. 

Zoho Desk is responsible for customer success and customer service. Desk is used in the ‘Delight’ stage of the buyers journey

Zoho Survey is used to collect feedback from leads and contacts. Systems setup to foster feedback goes a long ways when trying to delight your existing customers or get a pulse of new leads.  

Zoho WorkDrive is Zoho’s Dropbox or Google Drive alternative. This works great as a place to house all your marketing materials. 

Inbound Marketing Powered by Zoho MarTech

If you have experience with Zoho’s marketing software stack ( MarTech ) and understand this inbound marketing strategy foundations, you have a very powerful marketing starter pack ready to be configured and unleashed!

FBurg CRM can always help with your Zoho Marketing initiatives, just reach out to us!!