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Inbound marketing

Inbound marketing allows you to invite the customer to you, by creating content that makes you relevant in their daily lives.

At the core of Inbound Marketing is content: Videos, articles, webinars, ebooks… But it’s also about how to make that content work for you: Where you distribute it and when, how potential customers find it, and what to do when someone consumes it. Done correctly, it gives you a manifold return on your investment.

Success is about being old-fashioned

Being customer-centric as a business isn’t new, but in marketing it has a resurgence through Inbound Marketing. You know the stories about the helpful mechanic that everyone in town went to if they needed work done on their car? Or the grocer who knew the best places to source produce? In many cases they’ve been replaced by big, impersonal chain stores which may or may not have helpful employees.

This is the time for you to be that grocer or mechanic. Just on a global scale.

If you can create quality content which helps real people with real challenges, you will be able to build strong, long-lasting relationships with your customers, and be the one they come to when they need to buy a product or service in your field.

Seven steps to quality inbound marketing

  • Do the ground work: define target groups and personas, and set goals
  • Make content: Answer your customers’ questions about you and your field
  • Make exclusive offers: “Hide” special content behind email walls
  • Be visible: Optimize your content through SEO and let your email subscribers know it exists
  • Use your CRM: To keep track of your leads and nudge them towards a purchase
  • Keep giving: Keep your customers happy by providing content and excellent customer service
  • Stay updated: Make sure you stay relevant through frequent optimization

Keep these things in mind

Attract

instead of interrupting

Explain

instead of telling

Focus on the customer’s needs

above your own

Help

instead of competing

Be enthusiastic

instead of fussing

Be found

instead of finding

The right tool for the job

For successful inbound marketing you need a platform (A CRM) designed for that purpose. It must be built around your customers and leads, to help them access relevant content.

The platform must enable:

  • Implementing a content strategy
  • Tracking forms and submissions
  • Creating custom campaigns
  • Tracking of campaign results
  • Integrating your marketing with social media
  • Creating customised email automation for your customer segments

Luckily for you (and us) there is such a platform in HubSpot! Click here if you’d like to know more about how we work with that particular CRM.

HubSpot Partner

Frontkom is a HubSpot Partner. This means that we have regular contact directly with the company, and are able to keep on top of new functionality that could help your business grow.

Semrush Agency Partner

Frontkom is a Semrush Partner, which enables us to make comprehensive keyword strategies, keep tabs on your site’s health, and much more.

Semrush logo

What we do

Customer journey

Everything begins and ends with a good customer journey. The buyer’s journey ends, but if you want to succeed you can’t let up there. The customer journey is a cycle, and you need to reinforce it everywhere.

From marketing and sales to delivery, use and customer support, we help you create great customer experiences at every stage.

CRM

A CRM-system facilitates for continuous growth, fewer silos between teams and better customer experiences.

With a CRM you are able to gather data, contacts and activities related to marketing and sales in one place. It’s pretty much a requirement for businesses with large datasets.

Content marketing

This is the content part of the Inbound process. Make yourself attractive to customers by giving them answers to small and large questions. You do this best by feeding them searchable and well formulated digital content in many channels.

Email marketing

The email is far from dead! In an Inbound Marketing strategy you will earn quality customer data which enables you to communicate with the customers directly. Personalized and automated messages from you to your leads.

Paid ads

Do you want the scattergun-approach or do you want to aim carefully and meet only the most relevant prospects? If you choose to build target groups through paid advertisements your chances of sales are even better. Combine it with A/B-testing of your ads to measure results and optimize them.

Social media

Next to emails, SEO and paid ads it’s important to spread your message through social media.

We build and maintain your accounts on LinkedIn, Facebook, Instagram, Twitter and other relevant channels.

If you gather these in a CRM you’ll also easily be able to see which platform is the best investment for you.

Conversion Rate Optimization (CRO)

Everything in Inbound Marketing should lead to a conversion. Users should go from being strangers and interested to lead and customer. The road there can be short or long, but we will help you remove friction from all of your journeys.

Marketing and sales

Within Inbound Marketing there is the term “smarketing”, which is about how marketing and sales work closely together to follow up potential leads. Sales have to always know how marketing qualifies its leads and they have to cooperate in order to provide the best possible customer experience.

Search Engine Optimization (SEO)

If you want to be found in search engines, you have to invest in SEO. We help you focus on the most relevant keywords for your business, so that you can be the most visible authority on things related to your field.

Contact us to discuss how we can help you. Reach out