INBOUND

MARKETING
WHAT IS INBOUND MARKETING?
• The inbound methodology is the method of growing
your organization by building meaningful, lasting
relationships with consumers, prospects, and
customers. It’s about valuing and empowering these
people to reach their goals at any stage in their journey
with you.
• Inbound marketing is a business methodology that attracts
customers by creating valuable content and experiences tailored to
them.
• While outbound marketing interrupts your audience with content
they don’t always want,
• Inbound marketing forms connections they are looking for and
solves problems they already have.
• The inbound methodology can be applied in three ways:
1.Attract: drawing in the right people with valuable content and
conversations that establish you as a trusted advisor with whom they
want to engage.
2.Engage: presenting insights and solutions that align with their pain points
and goals so they are more likely to buy from you.
3.Delight: providing help and support to empower your customers to find
success with their purchase.
ATTRACT

• Use the content strategy to build your authority in search and rank
for the topics that matter the most to your prospects.
• Publish your blog post or video content across social networks
using social media tools.
• Create ads to increase awareness of your brand with your target
audience.
• Analyze what’s working and where you need to improve.
ENGAGE

• Create lasting relationships with prospects on the channels

they prefer — through email, bots, live chat, or messaging apps.

• Use the conversion tools — CTAs, forms, and lead flows — to

capture the information of prospects visiting your site.
DELIGHT

• Use the Conversations inbox to align with your sales and

service team members to create contextual conversations with
the people you do business with.
• Create memorable content your prospects can share with their
friends and family by using a variety of content formats — like
video — that your prospects prefer.
PRACTICAL INSIGHT

• https://blog.adobe.com/en/publish/2017/07/19/the-cmocom-interview-yogesh-bellani-ceo-
fieldfresh-foods.html#gs.lkrn03
HOW TO OPERATIONALIZE INBOUND MARKETING
STRATEGY
CREATE CUSTOMER PERSONA
CREATE CUSTOMER PERSONA
SURVEY YOUR CURRENT CUSTOMERS AND
LEADS
• Survey
• Indepth Interviews
PRODUCE INCREDIBLE CONTENT

• The quality of the content you create is the most

important feature of your inbound marketing
strategy.
SEARCH ENGINE OPTIMIZATION
OPERATIONALIZING INBOUND STRATEGY

• Understand your customer and create customer personas

• Produce incredible content
• Blogging
• Search engine optimization
• Influencer marketing
• Email marketing
• Analyze and Adapt
EXERCISE

• Considering the various strategies discussed for inbound strategy analyze how the
importance of each tool would vary for the firms below
• A) Online startup
• B) FMCG Giant
• C) B2B technology service provider
• D) Offline retailer
INFLUENCER MARKETING
TYPES OF GOOGLE ADS:

• Search Network campaigns – usually text form, these ads can

show on Google Search results pages when someone searches
for a product or service that’s similar to yours
• Display Network campaigns – usually image form, these ads
appear on websites or apps that your customers visit
SEARCH ADS
DISPLAY ADS
• Thank you