Inbound marketing - creating engagement and leads

More and more companies are realizing the benefits of using inbound marketing as a model for their communication. Inbound marketing is closely linked to the digital customer journey and makes it possible to create interest in your messages in a positive and exciting way and thus generate traffic to your website. Traffic that in the next stage can be converted into leads and then customers.

What is inbound marketing?

Inbound marketing is about attracting traffic in the form of visitors and potential customers to your website by creating attractive and relevant content. It's about earning attention organically, without interrupting anyone. Unlike outbound marketing, which is more about pushing out messages that disrupt the recipient's flow of activities to get attention.

Inbound marketing vs. Outbound marketing

Inbound marketing is often referred to as the new modern way of communicating, as opposed to outbound marketing, which refers to more traditional marketing. Figures show that inbound accounts for 90% of online clicks while outbound accounts for the remaining 10% and that it is much more cost-effective to acquire new customers using inbound. Inbound often requires a little more creativity and greater human effort, while outbound is created through higher budget and repetition. At the same time, you get a cumulative effect by working with inbound marketing while outbound activities end the day you don't want to invest more money.

Digital customer journey

Inbound marketing is closely linked to the digital customer journey, which normally consists of five stages where you have the opportunity to generate leads and convert prospects into new customers through various activities. Here are some examples of what you can do in each stage:

• Attract: Use different marketing channels and strategies such as social media posts, blog posts, SEO and PPC campaigns to make sure potential customers find you and interact with your content.
• Capture: Get to know your prospects by getting them to provide their e-mail address and other information via forms such as newsletters and interesting information.
• Nurture: Now that you know who your visitors are, you can start sending email campaigns and leverage automated feeds to nurture them with additional information.
• Convert: It's time for your sales team to use the information you've gathered and make a tailored approach focusing on the actual needs of the potential customer.
• Expand: Keep up the momentum and make sure your new customer gets what they need so they are ready to accept more services and offers from you.

Long experience in inbound marketing

At Navigator, we have extensive experience of working with inbound marketing for companies in B2B, B2C and Healthcare. We have the methods, models, knowledge, understanding and tools needed to succeed. If you want to see examples of what we have done for different customers, you should browse through our cases. You can find more inspiration and knowledge on our blog. Feel free to use the filter function to find your way around.