Over the past decade, the ways in which organisations market themselves have changed significantly. Traditional marketing is considered old news. If you are a company which hasn't evolved with the digital era, you are potentially giving your competitors the edge.

In this blog, we look at ways in which Inbound Marketing specialists, Exubra, have replaced more traditional methods of marketing and uses an inbound methodology which attracts, engages with and converts leads to sales for businesses throughout Essex and the UK.

Taking the initiative

When making high-value purchases, in the modern day buyers aren't typically content to consume only what is fed to them. Rather than forming their buying decisions on the basis of what they see in television or print advertising, or speaking to a customer service representative, they do their own research online. What this means is that the way in which we market in the online environment can be absolutely critical to reaching a large share of customers.

Understanding the buyer's journey

In order for your business to take their share of the market, it is important for you to understand the buyer's journey; that is the different stages which the customer goes through before making a purchase. The buyer's journey can be split up into three stages - Awareness, Consideration and Decision.

buyers journey

Awareness Stage

During the Awareness stage, a buyer is researching exactly what they need. There are a range of marketing options which can help the buyer during this stage - guides, videos and other forms of media can assist buyers by providing clear and helpful information; while at the same time, increasing the profile of a brand.

Consideration Stage

During the consideration stage, the buyer begins to research specific solutions, analysing their options and weighing them up against each other. Again, an effective inbound marketing strategy can seek to furnish the buyer with clear information which details different options available - in the case of properties, this can include the varieties of property available, along with their benefits.

Decision Stage

When the buyer comes on to making their final choice in the decision stage, the onus is on a company to ensure that they capitalise on their marketing activities and provide a clear call to action. Having positioned themselves as a trusted authority throughout the buyer journey, they can now benefit from being one of the buyer's first choices when it comes to purchasing.

What is inbound marketing, and how important is content?

Inbound marketing gives consumers a number of avenues through which to actively engage with a brand. There is no shortage of inbound marketing methods which make it possible to connect with buyers at all three stages of the buyer journey - what they have in common is quality content. Be it blogs, eBooks, infographics, audio, video or guides; investing time and finances into producing the right content can give you the tools to engage an audience, and increase your conversions. Click here to arrange a FREE Inbound Marketing Assessment.

Click below to uncover some expert advice on how to generate online leads with our online Step-By-Step Guide to Market your Company Online...

step by step guide to market your company online