It is founded on content and executed according to your specific business needs. It is a long-term strategy that helps businesses build strong ongoing relationships with potential customers. It draws the right visitors into your website, builds trust over time by providing valuable content and helps move them from a prospect to a customer. The Inbound customer service is about engaging with and guiding your customers, understanding their business problems, solving the challenges they face and answering the questions they ask themselves whilst visiting your site.
Inbound marketing starts with mapping your buyer personas and their purchase journey. By documenting who we wish to engage with and at what points in their journey of interest, we can then judge how any specific content, or tactic will influence this buying journey for a target persona. The personas and the buying journey(ies) therefore become a way of benchmarking what we do and ensuring our actions are always focused on what delivers results.