4 Phase of Inbound Marketing Methodology

How to turn your strangers into visitors, convert your visitors into customer, turn your real customers into brand promoters?

For this you need to adopt effective inbound marketing strategy. So what exactly is inbound marketing? Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media.

“Whatever you do, do it well. Do it so well that when people see you do it they will want to come back and see you do it again and they will want to bring others and show them how well you do what you do.” ― Walt Disney

Inbound Marketing methodology become more powerful when implemented with your sales and brand building strategy that will results in lead generation, so you can deliver to your target audience and well-timed content to your prospects and clients. It helps you quickly improve your marketing performance and return on investment (ROI) while reducing overall marketing cost.

Inbound Marketing Methodology


1. Attract – Turn Strangers Into Visitors

Firstly you need to have an online presence in the form of a website and social media for making prospects aware of your existence and products or services that you offer. Secondly, you need to have content that addresses some specific problems of your audience. Thirdly distributing and promoting content on social media and other channels. So your suspects may find your content and know about your company. You really need to put efforts on developing content like blogs, video info-graphics, social media post, product/ service price comparison and reviews etc.

  • Website/Microsite
  • Social Media
  • Paid Search
  • Organic search
  • Articles and Press Release

2. Convert – Convert Visitors into Leads

After you perform step 1, you will get some amount of suspect or traffic, it’s the right time to converts those visitors into lead. So you need some basic information about your visitors like Name, Phone Number and Email. Will they give you their details like that? It’s is very tough, as they all are aware of spamming, then how? You need to offer some useful and valuable material like a demo, free trial, white paper, coupon, discount etc.

Optimize your submission/contact form to make the conversion process as easy as possible. Now it’s the time for your sales team to interact with these prospects and convert them into a qualified lead. It will be best if you can maintain these leads in some CRM to get a holistic view of all your leads in real time. Here are some of the activities that you can do:

  • Brochures and White Paper
  • Blogs, Case Studies and Portfolio
  • Videos and Product Demos
  • Podcast and Webcast
  • Offer and Discount
  • Trial and Sample

3. Close – Turn Leads Into Customers

You now have details of the leads; you need to convert these leads into paying customers. You need sales strategy to make sure you are converting the right lead at right time. The right lead nurturing strategy can grow your customer base and build a solid sales pipeline for your business. In this stage you have to analyze your forms, website content, platform, CTA in order to ascertain as to what is working for you and what is not and fine tune your lead generation strategy accordingly. You need to eliminate processes which are not working and adopt more strategies that are working for you with more effort, budget and creativity.

  • Lead Follow Up
  • Lead Management
  • Lead Nurturing

4. Delight – Turn Customers Into Brand Promoters

At last you need to go that extra mile and make your customers happy, so that they can become your brand promoters. Most businesses ignored the ‘Delight’ phase completely. It is very important to delight your customers, so they can remain with you forever and can refer you with their friends. As we say “if customer succeed, we succeed”. Once the project is over, get review and feedback from every customer and improve accordingly.