When it comes to MOBE’s inbound marketing methodology, email marketing is a huge part of what we do. Every day subscribers from around the world receive an email message from MOBE or one of the company’s sales consultants…
…letting them know about great business events in their area, new products they might be interested in using and other valuable aspects of creating a partnership with our company.
If you want to optimize your inbound marketing methodology, you need to fine-tune your email marketing process.
What Is Inbound Marketing?
Put simply, inbound marketing is an advertising campaign designed to create brand awareness so that ideal potential customers are motivated to approach you. Outbound marketing, by comparison, focuses on reaching out to people directly with a product pitch. Common inbound marketing techniques include content creation and social network sharing.
Most marketers agree that email can be both an inbound and an outbound method of marketing. Emails that relate specifically to completing an order or an action that someone took on your website are classified as transaction messages, and these aren’t what marketers need to focus on. Instead, you need to focus on sharing information that will resonate with your readers.
Optimize Inbound Marketing Methodology with an Email List
Not only does it whet the consumer’s appetite for your paid products, but also it allows you to gather emails and construct a marketing list.
This list is your most valuable asset.
Anytime someone completes an action on your website and fills in their email address, you need to put that address into an automated marketing channel. Every day from that point on, the person will receive an email from you that helps them learn more about the topic in which they originally showed interest.
Keep the emails on topic. For example, if the customer gave his or her email address in exchange for an e-book about selling your small business, your emails should share valuable information on that subject.
If someone gave you their details in reference to an upcoming industry event, send emails that explain more about what they can expect if they attend.
Make sure your subscribers aren’t receiving duplicate messages, and that they aren’t still receiving event promotions after the event has already taken place.
Once someone has run through an entire set of emails for one funnel, move them into your primary, general funnel. Your general funnel can share all kinds of information relevant to your business.
Examine Your Metrics
The most successful inbound marketing methodology focuses on connecting with customers on a personal level. How do you figure out what’s important to each customer? Through your metrics.
Applications like Google Analytics can help you examine the metrics of your website’s visitors in terms of age, gender, device and location. You can also track users’ search history on your website and see which pages they browse through and which internet pages they were on before your website.
This information helps you understand the character of your average customers so that you can construct a customer avatar.
When you know more about what motivates your audience to make a purchase or follow through with a goal…
…it’s easy to construct content that gets read and shared. Metrics also help you understand which channels are the best for your marketing efforts.
Optimization Is about Personalization
Make the most of your inbound marketing methodology by truly digging into your audience metrics and understanding what makes your customers tick. Use that information to create interesting and valuable content, and optimize your email list by using that information in your newsletters and other email marketing campaigns.