Inbound Marketing uses the ‘pull’ method of marketing.
It uses content marketing, email marketing along with marketing automation to give value to the audience and to build trust with them, pulling them towards what you have to offer. This is opposed to the old school ‘push’ method, which as it sounds, is where you ‘push’ your product or service onto your audience.
The aim with Inbound Marketing is not to go in for the kill straight away. Put simply, you demonstrate value and you help them with their pain points before you even think of asking for the sale.
Yes it’s a longer process, but ultimately you end up with a more qualified buyer at the end of it. When done right, it’s scalable, repeatable and cost-effective.
It’s worth noting that as a recruitment agency reading this, your ‘buyer’ is likely to be one of three types of people: Potential Client, Potential Candidate or a Potential Internal Hire. To keep this simple, we’ll refer to them as buyers/customers/prospects, I’ve never been any good with acronyms anyway!
Show me the funnel!
Ahhh the funnel. I can’t help but shape my hands like an upside down triangle when explaining. That’s probably not that helpful, so here’s an image instead:
TOFU?! MOFU?! BOFU?!
You may well have eaten the first but my guess is you won’t be so familiar with the rest. Let me fill in the gaps…
TOFU - Top of the Funnel
MOFU - Middle of the Funnel
BOFU - Bottom of the Funnel
Ok we’re getting somewhere. So what goes into each stage? Our friends at Hubspot can help us with this:
Top of the Funnel: Awareness
At this point, a buyer is trying to solve problems, get an answer, or meet a need. They’re looking for top-level educational content to help direct them to a solution, like blog posts, social content, and ebooks. Their value as a lead is low because there’s no guarantee that they’ll buy from you. But those who find your content helpful and interesting may journey on to the middle of the funnel.
Middle of the Funnel: Evaluation
When someone moves into the middle of your funnel, it means you’ve captured their attention. They know they have a problem that has to be solved, and now they’re trying to discover the best solution. The need for a future purchase commitment creeps up as they’re evaluation their options.
While the top of the funnel is designed to educate a prospect, this is the stage where you want to show why your solutions in particular are the best fit. (You also want to help people determine if they're not a good fit, which will be very important later for healthy customer retention. If you convince customers to buy who aren't a good fit for your business in the long run, you could be shooting yourself in the foot in the form of high churn rate later.)
The middle of the funnel is typically a point of extended engagement where you’re nurturing a lead, building a relationship, and establishing trust between the audience and your brand.
Bottom of the Funnel: Purchase
The bottom of the funnel is where someone is making the actual purchase decision.
They're ready to buy, but that still doesn’t guarantee that they’re going to buy from you. That’s the last choice they have to make: Where do they get the solution they’re seeking?
In most cases, leads at the bottom of your funnel just need that final nudge and that compelling call-to-action to get them to make a purchase decision. The right offer and content at this stage can have a dramatic impact on lifting your conversions.
There we have it, you’re now a funnel-master…. sort of.
But wait! I can see you’re worried. You’re thinking, this is a long process and I need quick wins. Yeah, we hear that alot at Hoxo.
If you’ve ever read Russell Brunson’s Dot Com Secrets book, you’ll be familiar with the term ‘hyperactive buyer’ - this is the person who wants what you’re selling and they want it now. We love these people right?! And we definitely don’t want to miss out on them.
The good news is that by producing content for each stage of the funnel, you’re covering all bases of the buyer journey. Getting a prospect to go through the inbound journey is a slower burn, but don’t worry as you’re still catering for the ‘hyperactive buyer’ with your BOFU content so you won’t be missing out on the quick wins either.
Ok so a lot of jargon and abbreviations but I hope that was clear to you!
The buyer is in control of the journey now and Inbound is the perfect response to that.
If you want to learn more about how Inbound Marketing can transform your Recruitment Agency, then simply Book a Call with my colleague Marc today!