Inbound marketing is a highly lucrative, long-term marketing strategy that builds trust with prospects and makes them confident buyers. With the rapid rise in consumerism in the current time, customers demand personalization at every point of interaction with a brand. Inbound marketing allows businesses to discover the personas of their ideal buyers and map out their buying journey to enable them to create and publish targeted content at every step and drive conversions. By fulfilling the prospects’ specific needs with high-quality, informative and authoritative content as part of an inbound marketing strategy, businesses can grab their attention in a non-intrusive and lasting manner. Contrary to conventional outbound marketing, inbound strategies focus on attracting and pulling customers in towards a business’ sales channels instead of pushing out disruptive marketing content and annoying customers.
Inbound marketing benefits and ROI
From increased sales to high-value leads, inbound marketing has numerous benefits that can power the growth of a business. Three of the major benefits of inbound marketing that significantly contribute to its ROI are-
It increases traffic-
Traffic to your website is the first and most important step in the sales funnel. It’s the prospecting stage where you attract your ‘would-be’ buyers and direct their attention to your product or service. Inbound marketing helps generate high-quality traffic by publishing content that your prospects like or need to consume. Content that solves your prospects’ problems will, without a doubt, attract their attention and get shared multiple times, improving your search rankings. Furthermore, the traffic generated through inbound marketing content will be more likely to move forward in the sales funnel and eventually convert into high-paying customers.
It attracts high-quality leads-
Since inbound marketing utilizes highly detailed information about your prospects and accordingly publishes content that directly addresses their pain points, it only attracts customers that are committed to finding a solution to their problem. A strategically stringed inbound marketing strategy will help you reach prospects wherever they are and guide them to the next step in your sales funnel by giving them what they want at every touchpoint. Leads acquired through inbound marketing are hence more likely to convert as they are actively looking for an ideal solution to their problems and your inbound marketing content is proving to be guiding them towards precisely that.
It automates lead nurturing
The content that you publish as part of your inbound marketing strategy can automatically attract and nurture leads without any active intervention required from your sales team. As mentioned earlier, inbound marketing content is compatible with buyer personas which means your content will keep attracting and maintaining relationships with your ideal buyers and helping them move forward in their buying journey. This signifies that your sales team can dedicate their time to interacting with qualified and potentially high-paying leads. Unlike outbound marketing strategies that demand hefty investments and rigorous monitoring, inbound marketing strategies require minimal investment, keep attracting and nurturing qualified leads and offer a high ROI.
Key steps to start your SaaS inbound marketing
Build basic technology pillars
To initiate your SaaS inbound marketing campaign, the first thing you’ll need to set up is a marketing technology stack that is consistent with your goals, and the type of solutions you offer. The fundamental technology pillars that can support your inbound marketing strategies are-
-Website and landing page
-Customer relationship management system
-Marketing automation solution
-Sales automation solution
Since inbound marketing is an information-driven marketing method, choosing a comprehensive tools stack that can automate heavy-duty data collection and analysis tasks becomes essential. Furthermore, you should ensure that the technology pillars you choose integrate with each other for creating a seamless inbound marketing funnel.
Identify your target audience
Once you have established the technology pillars, the next step to kickstart your inbound marketing campaign is to identify your target customers. You can do so in the following four steps-
Identify your ideal customer’s profile –
knowing your ideal customer and their background can help you create an inbound marketing strategy that aligns with their expectations and deals with them on a personal level. Digging deeper into your ideal customer’s profile will also reveal their pain points which you can address and provide solutions for through your content.
Figure out your target audience on their key characteristics basis
The key characteristics of your target customer can be their seniority, job title, industry vertical, company type and other aspects. By segmenting your target audience according to their key traits, you can determine which customer segment should be engaged with what type of content, making your inbound marketing strategy truly well-rounded.
Create buyer persona
Once you have segmented your customers, the next step is delving deeper into each segment and creating buyer personas. A buyer persona is how you perceive your ideal buyer. Research into each customer segment and extract granular data about their personality, profession and other details to create their buyer persona which will be used to take content marketing decisions moving forward in your SaaS inbound marketing campaign.
Buyer journey development
After creating buyer personas, you should map out and define the journey that each persona is likely to make from getting aware about your brand all the way to making a purchase. Buyer journeys will help you ascertain what steps a buyer persona takes to reach from a problem to a solution and how you can ensure that that solution is your product or service, leading to an increase in sales.
Now that you have a significant amount of information about your buyer personas and their most prominent pain points, you can use it to perform keyword research to know the terms your personas use in search engines to look for solutions for their problems. These search terms are your keywords that can be the themes of your content pieces, enabling you to be
found by your personas on the web. Keywords are the most important component of an SEO strategy and including the right keywords in an ideal manner will boost your content up in search rankings. Blogs, articles and landing pages that contain high-quality content and helpful information about your personas’ problems along with strategically placed keywords will help your inbound marketing campaign excel at the attract stage and funnel more and more buyers in your sales pipeline.
Content mapping with buyer journey
Now that you have a goldmine of information related to your buyer personas including details about their buyer journey, you can create targeted content that aligns with the expectations and needs of each persona at every step of their buying journey. Creating content that gives your personas what they are looking for is an essential component of any inbound marketing strategy and pulls customers in towards your sales funnel. Targeted content helps attract, engage, nurture and convert leads and increases ROI to a substantial degree for SaaS businesses. By furnishing prospects with the most appropriate content at every stage, your brand can pose itself as an authoritative and reliable entity and give them the confidence to buy from you. Furthermore, by keeping prospects hooked with your content at every point of their buying journey, you ensure that they stick with you and reach the end of the funnel which inevitably means increased conversions.
To make your inbound marketing campaign effective in driving in prospects as well as customer retention, you should personalize communication. This is especially necessary for retaining existing customers as they already know your proposition’s value. Using the same content and CTA’s you leverage to prospect buyers will be irrelevant to customers and hence, personalization in communication is required. Instead of publishing content on the lines of how your product can help and what unique value it can provide to your customers, you should address areas like how your customers can tap into the full potential of your offerings and why your products and services are still relevant.
Leverage each piece of content and share it on multiple channels
At this stage of your inbound marketing strategy, you should have targeted content that aligns with the goals of your target audience. But how will you get it in front of them and attract them towards your brand? Content distribution is a crucial part of inbound marketing and should be performed strategically for maximum benefits. Research on the channels your personas use to look for solutions for their problems and the time they are most active on such platforms and accordingly plan content distribution. For best results, leverage each content piece and publish it on multiple channels.
Now that you have your inbound marketing campaign up and running, you will need to measure its success. Analyze key performance indicators and tally them with your objectives and goals to know if your inbound marketing strategy is working optimally or not. Ultimately, you would want to determine the ROI from your inbound marketing campaign and whether it matches your short and long term goals and ambitions.
Following these key steps, you can initiate a performant inbound marketing campaign that meets your customers’ expectations and boosts ROI. If you want the most out of your inbound marketing investments, get in touch with an experienced inbound marketing service provider like Adjossible. We, at Adjossible, have years of hands-on experience in helping B2B SaaS businesses ace their inbound marketing strategy and become conversion powerhouses. Let our team of industry experts handle your inbound marketing operations while you focus on other essential areas of your business. Get in touch with us today to know in detail how we can create a high ROI generating inbound marketing campaign for your business.
Passionate about helping businesses achieve their potential through Growth Marketing, Chad is a data-driven digital marketer with years of experience helping small, medium, and enterprise companies across multiple industries and verticals grow and scale. “Value-based growth marketing strategies that also provide sales enablement is the key to growing any B2B business in the modern digital world.”