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Hva er inbound markedsføring?

Lær fordelene med inbound marketing nå!

Har du noen gang sett på TV, ventet på at en reklame skal komme på skjermen, og så gjort et kjøp basert på den reklamen? Mest sannsynlig ikke. I dag ser vi ikke en reklame eller salgsannonser i et blad for å bestemme om å kjøpe noe, slik vi gjorde den gangen. Vi går istedenfor på nettet og gjør vår egen research før vi bestemmer oss for å kjøpe et produkt eller varemerke. Inbound markedsføring er en ny og moderne måte å gjøre markedsføring på. 

Fordeler med inbound markedsføring er at det er uendelig og lett å oppnå om du jobber med det hele tiden. Målet med inbound marketing er å tiltrekke, lære og styrke forbrukerne via relevant innhold. Relevant innhold som faktisk hjelper og vil guide forbrukeren til å kjøpe dine produkter/tjenester. 

Hva er inbound markedsføring?

Poenget med inbound markedsføring, som er en digital markerdsføringsstrategi, er å gi riktig innhold til rett tid og “flytte” brukeren gjennom en kjøpsreise. Dette betyr at du lar brukerne dine finne deg istedenfor å gå ut og finne dem. 

Inbound markedsføring omfatter ulike taktikker. Noen av taktikkene er innholdsmarkedsføring, SEO og marketing automation. Som er en av verdens mest brukte markedsføringsstrategier innenfor business. 

Kjøperens reiseopplevelse

Å forstå kjøperens reise vil gi deg en god indikasjon på hvordan inbound markedsføring fungerer og hvilke fordeler som kommer med en slik digital markedsføringstrategi. 

Kjøperen går gjennom en prosess før de bestemmer seg for å kjøpe. Det er tre trinn i denne kjøpsreisen. 

Bevissthet

Det første steget i kjøpsreisen er bevissthet. Tenk på alle gangene du har kommet over et problem eller en smerte i livet ditt, og du ønsket å finne en løsning for det, også kalt for smertepunkter. Dette er bevissthetsstadiet. Du starter ved å gjøre research online for å forstå hva det er og hva du trenger for å kunne forstå problemet ditt. 

La oss si at du har begynt å løpe, men ikke har noen gode joggesko, derfor er du i smerte hele tiden når du løper. Du holder ikke ut lenger, så du bestemmer deg for å lete etter et perfekt par joggesko.

Research

På dette stadiet vil du innse alle de ubegrensede alternativene og løsningene du har. Dette kalles for overveielse eller undersøkelsesstadiet. Du vil sannsynligvis se gjennom flere nettsteder, lese utallige blogger og til og med kanskje se noen videoer som tipser om forskjellige joggesko.

Beslutning

Når du har bestemt deg for hvilke joggesko du vil ha, er du på beslutningsstadiet. Dette er stadiet hvor du bestemmer deg for hvilket varemerke eller leverandør du vil kjøpe joggeskoene dine fra. 

For hver eneste leverandør/varemerke du har undersøkt vil det være et inbound marketing strategy team som jobber i bakgrunnen og skaper relevant innhold og inngående markedsføringskampanjer for å tiltrekke og fange oppmerksomheten din. De har undersøkt kunders kjøpsreise for å forstå problemene dine og tilby de beste løsningene som passer dine behov. 

La oss se nærmere på strategien. 

Hva er en inbound strategi?

Inbound markedsføring består av fire stadier. Disse er: 

  1. Tiltrekke en bruker
  2. Konvertere brukeren til en kunde
  3. Forsegle kjøpet
  4. Bygge tillit til kunden

Tiltrekke en bruker

Når du prøver å tiltrekke brukere, kan du gjøre dette ved å bruke interessant og relevant innhold for å tiltrekke brukere til å besøke din nettside. Du lokker dem til å gå på en kjøpsreise gjennom nettstedet ditt. Du kan skrive innhold på forskjellige måter. Du kan skrive blogginnlegg for å tiltrekke brukere; du kan bruke sosiale medier slik som Facebook, Instagram eller til og med videoer. 

Det viktigste med innholdet er at det må være relevant, engasjerende og fristende, slik at du kan bygge tillit og etablere et forhold med brukeren.

Konvertere kunden

Når du har fått brukeren på nettstedet ditt, må du konvertere dem til å gjøre et kjøp og bli en gjentagende og fornøyd kunde. Når du konverterer, gjør du dette ved å gi brukeren mer innhold med et spesielt fokus på å hjelpe brukeren å løse problemet som de kan stå overfor. Samtidig som du også får litt mer informasjon om brukeren på dette stadiet av inbound marketing strategy. 

Det finnes også annen type innhold du kan skrive for å konvertere brukere. Dette kan gjelde for folk som først og fremst selger tjenester i stedet for spesifikke produkter. Du kan for eksempel tilby kurs i innholdskriving. Brukeren må da registrere seg for å få tilgang til innholdet du deler på nettsiden angående innholdskriving. Det kan være en gratis e-bok du tilbyr (i tillegg til kursene), det kan være et PDF-skjema med flotte tips, eller så kan det være et webinar. I alle disse tilfellene, må brukeren registrere seg på din nettside for å få tilgang til innholdet. Når brukeren registrerer seg, går brukeren fra besøkende til ledende kunde. 

Forsegle kjøpet

Når du har fått din potensielle kunde, er det på tide å forsegle avtalen. I avslutningsfasen, bør du fokusere på å gjøre kunden fornøyd (forsterkning og pleie av relasjoner), potensiell kundeskåring (en metode for å bestemme verdien av kundeemner) og ledende automatisering (administrerer din generering av kundeemner uten ditt engasjement). Du bør også fortsette å gi relevant innhold på dette stadiet. På dette stadiet vil inbound digital marketing strategy konvertere en potensiell kunde til å bli en faktisk kunde.

Bygg tillit til kunden

Selv om en kunde har gjort et kjøp betyr det ikke at du bør slutte å etablere en sterkere relasjon til kunden. Det er det stikk motsatte; du bør fortsette å pleie kunden for å fremme lojalitet. 

På slutten av dagen, vil du jo ha en gjentagende kunde. Husk; det er mye lettere å beholde en kunde enn å tjene en ny kunde ettersom en eksisterende kunde allerede er klar over merkevaren din og dine produkter. 

Nøkkelen til en god inbound marketing strategy

Nå som du vet hvilke stadier en inbound strategi består av, trenger du å vite hovednøklene du bør fokusere på. 

Innhold 

Du har kanskje hørt dette før; innhold er alfa og omega! Videre er innhold i kontekst betydningen av inbound markedsføring. Dersom vi skal vurdere en inbound marketing strategy, er innholdet den viktigste ingrediensen i det første og andre stadiet. Med innhold, tiltrekker du brukere til din nettside, og det er med innhold at du overbeviser brukerne om å gi deg informasjonen deres slik at du kan kontakte dem. 

På grunn av viktigheten av innhold i inbound markedsføring, er det to store faktorer i inbound markedsføring; innholdsmarkedsføring og SEO markedsføring. Dette betyr at du vil sikre at du lager relevant og spennende innhold optimalisert for SEO, noe som betyr at du vil at innholdet ditt skal bli rangert høyt i Googles søkemotor. Du vil at folk skal kunne finne nettstedet ditt enkelt! 

– Blogginnlegg

– Innlegg på sosiale medier 

– YouTube videoer

Dette er gode måter å dele innholdet ditt med verden.

– E-bøker

– Webinarer

– Sjekklister

Dette er gode måter å konvertere brukerne dine til ledende kunder.

Oppfordring til handling

Det er viktig å kjenne dine mål for inngående markedsføring helt fra starten. Ditt mål for inbound markedsføring bør være å konvertere brukere på din nettside til potensielle kunder.

Å bruke oppfordring til handling, skjemaer, og landingssider er måter du kan konvertere dine brukere til ledende kunder.

CTA/landingssider/skjemaer

CTA er en knapp (oppfordring til handling) du plasserer et sted i innholdet ditt. Knappen er der for å oppmuntre brukeren til å klikke på den for å besøke landingssiden for å lese mer om e-boken eller webinaret du tilbyr. 

En landingside er en side du legger inn mer informasjon om varen du tilbyr; brukeren kan lese om og bestemme om de vil fylle inn skjemaet for å få tilgang til, for eksempel, webinaret ditt. Skjemaet vil la deg få mer informasjon om dine ledende kunder. 

Tips: Du kan også bruke en CTA knapp for å konvertere dine potensielle kunder til faktiske kunder ved å oppmuntre dem til å kjøpe dine produkter/tjenester. 

Marketing automation 

Marketing automation er den siste nøkkelen til din inbound digital marketing strategy. Marketing automation lar deg konvertere dine “leads” til hovedkunder. Denne typen for digital markedsføringstrategi vil hjelpe deg å pleie dine ledende kunder gjennom e-poster, salg, jobbflyt, og kundeskåring. 

Vi ønsker deg lykke til på din nye spennende markedsføringsreise!