Marketing within the solar industry has turned into a single objective: get to your customers before your competitors do. When COVID-19 hit the U.S., solar companies had to make a quick switch from their typical way of...
What is Inbound Marketing?
Inbound marketing represents a thoughtful, strategic approach to developing relationships with customers, prospects, and leads through powerful content. The success of inbound marketing comes from a fundamental understanding of the customer and what resources they need, when they need it.
Essentially, inbound marketing focuses on supplying valuable content to the customers while simultaneously driving growth for your business. This makes your marketing efforts more cost-effective and influential on your revenue stream. Hubspot gives a great visual of how this looks:
Imagine your customer is the hero of the story. While the hero is given a lot of the credit for accomplishing greatness and defeating obstacles, they rarely do so without help and guidance along the way. Frodo had Gandalf, Harry Potter had Dumbledore, and even Hercules had Phil.
Heroes of the story do not trust just anyone. They are constantly being persuaded by both good and evil to make choices that will subsequently alter the course of their life and possibly everyone else’s lives, too. In this case, why should a customer trust your content? Will it change their business for the better or is it irrelevant to their needs?
When it comes to inbound marketing, that trusted support comes down to you and the content you provide them. You are their guide, sage, and wizard. It is your job and responsibility to provide them with worthy wisdom, insight, and guidance with their problems and pain points throughout their business journey.
Putting on the lens of guidance
To understand inbound marketing better, picture your content as your voice. Content is your ability to mentor one-on-one with answers and insights that your customers desperately need. If your customers or prospects find your information useful and relevant on a regular basis, your content will be a continual source to turn to when solving problems in their business.
Every consumer has access to web search and finding information at any turn. When you truly understand your customers and their behaviors and needs, you have knowledge of their opinions, motivations, pain points, and goals. This helps align your content to the needs of your buyers because you empathize with their struggles and setbacks.
Inbound marketing is substantially different from outbound marketing as the latter disrupts the consumer with content and information they don’t need nor want. Essentially, outbound marketing is just throwing any content at your consumers without understanding their needs and what content will be helpful for them. Outbound marketing efforts are the Gollums, Snapes, and Megs of the stories. They are distracting and unnecessary for your heroic customers in solving their pain points and roadblocks.
With that in mind, remember that inbound marketing requires putting on the lens of guidance. When your customers are happy and successful, you are, in return, happy and successful. You can only win when your customers win.
Talk to a Verse Lead Conversion Specialist to see how we can help
Rather than forcing content on consumers, you can maximize your success with customers by focusing your time on content creation that attracts the right customers with the most impact. Through SEO, webinars, social media and content marketing, you can position yourself as a thought leader in your respective industry.
Your inbound marketing efforts can help you build relationships with your market through the gathering of information from each individual customer and providing them with the most natural and obvious solutions for their immediate needs.
This trust is solidified when they see their own growth and success by your wisdom as they now see you as a consistent resource they can turn to in a time of need. These heroes tell their stories and will recommend you to their friends and colleagues. You’re creating new heroes through inbound marketing.
Do what you do so well that they will want to see it again and bring their friends.
The lasting impact of inbound marketing
Inbound marketing is a win-win for everyone. You attract customers with valuable content while engaging with them through social media, email and text. You retain these customers through a personalized advisor relationship that keeps them coming back while providing them with content that still elevates their growth within your solution. While they are growing in success, you are growing in business and branding.
The customer may be the hero, but the hero is never a hero on its own. You have the power to help educate and win with your customers so everyone can succeed together.