Develop Your Inbound Marketing By Telling Your Story

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3 Minutes Read

So, do you want to learn more about inbound marketing, or are you looking for a way to improve on your current strategy? You’ve come to the right place.

What Is Inbound Marketing?

Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have.

As an inbound marketer, your goal is to attract new prospects to your company, engage with them at scale, and delight them individually.

You’ll quickly find out that there is a flywheel, with all of its components being equally deserving of your attention.

HubSpot-English-Inbound-Methodology-Simple

What Is the Flywheel?

The flywheel is a business model adopted by HubSpot to illustrate the momentum your organization can gain by prioritizing and delivering exceptional customer experience.

When your flywheel is based on the inbound methodology, your marketing, sales, and service functions can add force and eliminate friction throughout the attract, engage, and delight phases. All organizational functions are also responsible for removing friction from your flywheel.

For example, in the attract phase, marketing will likely play the biggest role by doing things like blogging, event marketing, and running paid ads, but your sales team can also add force by engaging in social selling, and your customer service team can add force by making it easier for current customers to make referrals.

Once you attain enough customers and engage and delight them, they can keep your flywheel spinning by promoting your organization and bringing new customers to you. Over time, your flywheel allows you to grow without continually investing in customer acquisition.

You also partner with your sales and services teams to keep the flywheel spinning effectively and help the business grow.

Tell me more about these three sections, David!

Alright, alright! The inbound methodology can be applied in three ways:

  1. Attract: drawing in the right people with valuable content and conversations that establish you as a trusted advisor with whom they want to engage.
  2. Engage: presenting insights and solutions that align with their pain points and goals so they are more likely to buy from you. 
  3. Delight: providing help and support to empower your customers to find success with their purchase. 

These strategies will help you effectively market to your target audience the inbound way. Below, you’ll see there are specific strategies for each inbound method of attracting, engaging, and delighting consumers to keep your flywheel spinning and help your business grow better.

We have a lot more content on these three specific strategy, but you can start reading more about it here.

Business man pointing to transparent board with text Everyone Has a Story

What about my Story? Where does it fit into this?

People love stories. The New York Times has found that on average, Fiction outsells non-Fictional content by over 33%, with these figures going even higher during the holidays!

We all have a story, it could be what made us who we are, revolve around our values or our vision for the future.

Once you’ve found the story that you want to tell, it’s time to go into the open world and tell it. The goal here is to tell your story in the most memorable and impactful manner possible.

Be Authentic.

Above all else, customers trust authenticity.

The internet has made it easier to verify sources, and you won’t gain as much value as you’d think embellishing your stories. Sometimes, reality really is good enough.

Stay true to your brand message in your storytelling. Use real details like names, settings and outcomes if possible to vet your story’s authenticity.

Cast The Right Characters

Every story has its heroes and villains. In brand storytelling, villains should be the problem or needs your consumers face and your hero should be your brand’s solution to these problems.

Pick a hero your audience can relate to and that personifies your brand’s values.

The hero can be a fictional character, like a cute mascot! The secret to immersing your audience in your story is making sure they can identify with your characters and thus your brand.

Use Sensory Triggers

Our brans recall information better when we associate it with a sensory experience.

While the Smellophone Virtual Reality Technology is still under development, the good news is that simply reading words that elicit a positive sensory response (such as “wildflowers”, “sea breeze” and “bacon”) is sufficient to elicit a response not only to the language-processing areas of our brains, but also those devoted to processing smells.

Stimulate the senses with beautiful visuals or descriptions to improve story recall.

Cater To The Format

Consider the format of your marketing channels to tell your story in its more sharable form. Have different presentations of your story prepared to fit different platforms, whether that be short-form episodic videos, background podcasts or 140 characters.

 Adviser standing and presenting economical results and report of a multinational company

Structure & Pace Your Story

All good stories have a beginning, a conflict and a resolution. Brand stories are all the same in this regard.

Once we have these elements set, the pace of how we introduce them and showcase them to our viewers is what will draw intrigue and keep your audience coming back for more.

Photographs, maps, and data-visualizations -- these are some of the tools at our disposal for visual storytelling. But to use them effectively, remember the most important part of any kind of storytelling: The audience.

Today’s customer has everything at a fingertip’s reach, and wants much, much more. Relationships. Time. The promise of a better life. Insights that change their paradigms. And, they want all of these things at a glance.

Are you ready to give it to them?

 

Picture of Crocodile Marketing Team

Crocodile Marketing Team

We Wrestle With Marketing and Sales Technology So That You Don’t Have To! As a HubSpot partner, Crocodile Marketing offers inbound strategies and lead generation solutions to help you stay up-to-date with marketing technology in order to attract new customers and boost your sales.

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