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Inbound Marketing

The fuel that drives the inbound marketing engine is high-quality, engaging content delivered across multiple platforms that delivers real customer value and drives action

Marketing and Design CT

So What the Heck is Inbound Marketing?

Getting the right message to the right person at the right time

Traditional marketing techniques are simply no longer as effective as they once were. Technology has given people ultimate control over their media experiences. They’re not interested in receiving irrelevant messages at inopportune times, and they no longer have to. “Do-not-call” lists, spam filters, DVRs and ad-blocking software allow people to obliterate these unwanted messages.

HubSpot PartnerHowever, people are still consumers who are interested in knowing about and purchasing products and services that are truly relevant, useful, and valuable to their lives. This is where inbound marketing comes in. Inbound marketing is not about pushing out unwanted messaging, it’s about attracting people through engaging and useful content in which they are genuinely interested.  It is about fostering a much more authentic buying process and experience where the consumer is in control.  It’s about lead generation.

We at Synerge are proud and passionate believers in this form of marketing, and since we use it ourselves, we know it works.

Inbound Marketing Methodology

Inbound Marketing Methodology

The Tools that Drive the Engine

From website design to to social media campaigns, email programs, SEO, blogs, landing pages, whitepapers and calls to action, all elements of what we provide our clients are interconnected and centered around one ultimate goal: getting the right message to the right person at the right time.

InBound Marketing - Attract Strangers

Attract Your Target Audience

  • Goal: attract visitors to your site

  • Tools: blogs, SEO, social media

In today’s digital-centric marketplace, your website is your most important asset. It's the central hub from which most key elements of your marketing activities will take place.  

Once you've built an effective site, you'll want to leverage it to attract the right people to visit. The “right” people, or your "target audience," are those who would find your product or service relevant, useful, and valuable to their lives. The primary tool you will use to attract the right visitors to your site is quality content. The idea is to create and deliver useful and engaging content to your target audience based on their needs and on the platforms where they get their information. SEO, blogs and social media are the key ingredients to achieve this goal.

Inbound Marketing - Convert Visitors

Convert Visitors to Business Opportunities

  • Goal: collect visitors' information

  • Tools: calls to action, landing pages, ebooks, whitepapers

This stage can be defined as the process of attaining a website visitor’s contact information — usually their email address — in the interest of marketing to them directly. The idea is to convert a visitor into a lead by enticing them to sign up or register for information or events that they find genuinely useful and valuable. Although there is a spectrum of different qualification levels, generally speaking, this can be considered a lead as you have compelled a visitor to take an action related to your product or service. Well-written and well-designed landing pages, ebooks, calls to action, newsletters and whitepapers are some key tools to accomplish this crucial goal.

 

Inbound Marketing - Close the Deal

Close the Deal

  • Goal: drive prospects to purchase

  • Tools: email, CRM, workflows

This stage is the most valuable to your bottom line; it's the process of turning a lead into a customer. Your goal is to leverage all the momentum you have built in the attraction and conversion stages to ultimately show the prospect that your product or service has genuine use and value to their life or business and that it's worth buying. It's crucial to ensure that the buying process is easy, smooth and seamless. You're not “selling” here, you're simply guiding the prospect through a process that will result in them purchasing something they truly want or need.

In addition to well-timed and well-positioned email messaging, effective usage of marketing automation tools such as customer relationship management (CRM), content optimization systems (COS) and workflows are especially useful during this stage.

 

Inbound Marketing - Delight

Nurture Customers

  • Goal: drive loyalty, retention, customer lifetime value and referrals

  • Tools: emails, surveys, communities, smart content

Although the prospect is now a customer, the process is not over. As it is often said, existing customers are many times more likely to buy from you than new ones. The goal of this stage is to preserve, reinforce and nurture a long-lasting relationship with your customer. Bottom-line business benefits include increased customer retention, lower churn, higher customer lifetime value (LTV) and word-of-mouth lead generation. A successful nurturing stage in the inbound marketing process will result in a loyal customer base that will most likely purchase more products from you and recommend you to family, friends and coworkers, significantly increasing your revenue streams.

Track and Measure Results

Track and Measure Results

  • Goal: continually analyze and fine-tune campaigns to achieve the results you expect

  • Tools: Google Analyics, HubSpot, SEO

We have not included Analytics as a “stage” in the process because it is all-encompassing. Underlying each element of the inbound marketing process is constant data-driven testing, learning and optimizing.  Analyzing the data and determining what works from what doesn’t work is essential to each and every marketing initiative we deploy, regardless of the stage.

30 Lead Generation Tips that Drive ROI

Are you ready to generate more leads for your business?

Let us show you the top 30 techniques marketers should utilize to increase leads and revenue.

GET THE FREE LEAD GENERATION E-BOOK 

Connecticut Website Design Service Areas

Local & National Service Areas:

HubSpot and Inbound Marketing Services in Connecticut and Westchester, New York include Greenwich, Norwalk, Stamford, Danbury, White Plains, Rye and Harrison. Remote services are available outside of Connecticut and New York.