Inbound Marketing

Inbound Marketing FunnelInbound marketing is a marketing process through which the customer is drawn to purchase by providing them with relevant, valued, content. The content educates the potential customer step by step, providing information from the general to the specific, leading to an informed purchase. The content provided may take many forms including whitepapers, SEO, social media marketing, blogs, podcasts, video, eBooks, and newsletters. Content is delivered or available digitally.

Inbound marketing is in contrast to more traditional outbound marketing (also called downstream marketing) which is characterized by advertisements and email campaigns in which the potential customer is “begged” to purchase the product or service. This type of inbound marketing is not to be confused with the product marketing/product management version of inbound marketing which is the assimilation of customer requirements and market research to improve product or service implementation (also called upstream marketing).

An inbound marketing plan comprises an editorial calendar scheduling the development of content, campaign type(s) (such as email or third-party newsletter placement), and targeted contacts. As targeted contacts respond to the offers of valued information, they are progressed through stages of the sales “funnel” from contact to connection, prospect, lead and finally customer (nomenclature may vary and some stages may be combined).

Jordan Ridge LLC consultants will build an inbound marketing plan for you from editorial calendar to campaign implementation and analysis, as well as including elements such as keyword guide and lead nurturing program as needed. Our ability to understand your customers and their industries makes the development of content for your inbound marketing plan a key component of the Jordan Ridge offering. Please contact us today so that we can begin to develop your inbound marketing program.

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