If you’re a modern business looking to reach and engage your audience, and have them actually care, then you’re probably familiar with inbound marketing.
Inbound marketing is a far more effective approach today than other forms of direct advertising because it builds stronger relationships between you and your precious customers by offering informative and relevant content, at a time when they’re actually interested.
However, what often gets forgotten is that this content needs to be written by professional copywriters! Copywriting fuels inbound marketing because the process relies on written resources to be successful.
Here’s why and how inbound marketing needs copywriting.
What is Inbound Marketing?
The teams at HubSpot are the gurus when it comes to inbound marketing, and have been instrumental in driving this approach as a viable and successful way to increase customer service and resulting sales.
They define it as focusing on attracting the right customers through relevant and helpful content and adding value at every stage of their buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, eBooks, emails and social media, all of which lead to the sale and beyond.
Your customer has changed – has your business adapted?
Why use Inbound Marketing?
Your customer has changed – has your business adapted?
Due to the digital environment, people are now highly connected, informed and discerning, which has drastically shifted their buying behaviour, as well as their expectations of your business. Blatant advertising has become vaguely tolerated, ignored and even hated now.
Inbound marketing is an approach that not only adapts to this, but also makes your customers happy about their relationship with you.
Basically, it’s more effective because it ‘pulls’ customers to you with solution-based messages by offering helpful pieces of content which address their specific needs on their terms, when they’re interested, rather than pushing your sales message onto them and expecting them to care.
Unlike more traditional approaches to marketing (referred to as outbound marketing), inbound marketing doesn’t force advertising onto them when most of the time, they’re not open to it.
By producing a range of helpful and engaging content that is targeted at your ideal customer, you will attract more relevant leads, grow brand awareness in the minds of the right demographic, and build credibility in the market.
This all sounds promising! Focusing on your customers rather than your product makes sense. But to do this, you need to write a library of relevant materials to meet their needs at every stage of their journey.
This requires copywriting.
The Inbound Methodology
People begin their journey as strangers to your business and brand. As they get exposed to your content, you aim to progress them into visitors, leads and finally into paying customers and loyal advocates.
To achieve this, there are four objectives that your content needs to achieve to transition them along this journey successfully.
SOURCE: Hubspot (www.hubspot.com)
How does Copywriting help produce content at each stage?
The first objective is to attract people who are unaware of your brand specifically, however have a need that your product or service can fulfil. How? By copywriting relevant content that will offer a potential solution.
When these videos, podcasts, blogs, articles and so on reach people, they provide them with valuable information and will associate your brand with the positive experience they received; this gets you onto their radar.
Now that you have visitors to your website, the next stage is to convert them into interested leads through more engaging conversations that are far more personalised.
This is because they’re now aware of their challenge and your brand, and so you need to curate and write content that closes this gap.
A copywriter can help you here too, by creating:
Right! Now, all of your content and efforts have attracted the right people and you’ve been able to identify them, it’s time to transition them into paying customers.
To do this, a copywriter can produce content that:
The aim is to close the sale by being the best option they have when they go to make a final decision.
The post-sale phase is such an important part of this journey, because providing a remarkable experience for your current customers offers both you and them so many advantages.
A customer is good, but a very satisfied customer will go on to provide reviews and excellent word-of-mouth. Ask any Marketer; this is the most powerful promotion your business will ever have. Bar none.
Neglecting your current customers to focus on new customers can be a costly mistake in so many ways.
If you delight your customers during and after the sale, they will buy more, stay with you longer, refer their friends and be happy to tell the world that they love you.
A copywriter can help during this phase too, with:
Do you understand why Inbound Marketing needs quality copywriting?
As you can see, copywriting is a significant contributor to inbound marketing practise, and given how powerful inbound marketing can be in attracting customers and achieving sales, you need a copywriter who is familiar with inbound practise, who can produce the quality content you need to see success.
How Can Melotti Media Copywriting Help You?
To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done.
You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!
For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at firstname.lastname@example.org.
I can sharpen your words to achieve your goals, today!
Melotti Media Copywriting and Marketing Solutions
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DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information.