LANDER - Inbound Marketing 101: The end of Interruption Marketing
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THE END OF INTERRUPTION MARKETING<br />
<strong>Inbound</strong> <strong>Marketing</strong> <strong>101</strong><br />
We Can No Longer Interrupt<br />
Our Customers<br />
<strong>The</strong> traditional “interruption marketing” <strong>of</strong> the last century no longer works.<br />
Now our customers and prospects look to achieve their own goals, not the<br />
goals <strong>of</strong> a monolithic media monopoly. <strong>The</strong>y use the web as their personal<br />
library, encyclopedia and research database all rolled into one.<br />
<strong>The</strong> <strong>Inbound</strong> <strong>Marketing</strong> Process<br />
Hubspot breaks down the inbound marketing process into four stages:<br />
Attract, convert, close and delight.<br />
You take customers from know, to like and to trust. You convince them to try out your<br />
product or service and then buy from you. Finally, you provide such excellent service they<br />
become repeat customers and finally become brand supporters and start to refer customers<br />
to you.<br />
We like to define the inbound marketing process as follows:<br />
• Answer your customer’s questions<br />
• Start a conversation with your customer<br />
• Establish a deeper engagement with your customer<br />
• Partner with your customer<br />
• Your customer becomes your advocate<br />
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