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Marketing innovations through inbound marketing.

From strangers to happy customers in just 4 steps with digital marketing.

Innovation = Invention + MARKET SUCCESS

In recent years, the change in buying behavior triggered by the inbound movement has spread to the entire customer experience. How people communicate and what they expect from your company has changed. Traditional marketing methods seek to find customers for the company. Inbound marketing goes the opposite way: Here the customer should find the company and its solutions.

The good news? The inbound methodology helps companies to adapt to rapidly changing requirements - not only in marketing, but with the entire customer experience.

HubSpot's inbound methodology and software can help you grow your business and win customers who buy more, stay with you longer, recruit their friends and tell the world they love you.

What is Inbound Marketing?

Inbound marketing is designed to attract customers with relevant and helpful content and to create added value for your customers at every stage of their shopping trip. With inbound marketing, potential customers find you through channels such as blogs, search engines and social media.

Unlike outbound marketing, inbound marketing doesn't have to fight for the attention of potential customers. By creating content tailored to the problems and needs of your ideal customers, you gain qualified prospects and create trust and credibility for your business.

Inbound marketing was shaped by Brian Halligan and Dharmesh Schah, the founders of the American company HubSpot.

Inbound Process

Attract

How do you turn visitors to your website into leads and ultimately satisfied customers? You have to be there with the right content at the right time and then offer it when you are looking for it.

Convert

The next step is to turn your visitors into leads - to convert them. You can use many different channels - personal meetings, live chat, forms - to communicate with your visitors. You can deepen the relationship by responding to your contacts' questions and needs and offering them the appropriate content.

Close

As soon as you have aroused the interest of the desired visitors and won the right leads, your next task is to turn these leads into customers. For this purpose, various sales tools are suitable, which also help you with the simple conclusion of transactions.

Inspire

Enthusiasm is the essence of the inbound methodology, which is about offering the customer a sustainable experience with your company. In order to meet the high expectations, you have to nurture and care for your customers, because in this way you ensure that your customers are successful and that you are recommended to others.

What is Inbound Marketing?

According to a study by Cooper, 80% of all innovations are withdrawn from the market after one year. Many of the reasons for the failure are based on a lack of customer orientation and marketing. Poor innovation marketing is a major threat to image positioning.

To counteract this, professionally implemented innovation marketing is required as part of innovation management.

Learn in this video what inbound marketing is, which tasks it has and how it will also help you to successfully market innovations.

7 Advantages of Inbound Marketing

The marketing of innovations often differs significantly from the advertising of existing product services. Inbound marketing has specific strengths in this area:

  1. Novelties are often in need of explanation. Inbound marketing offers channels - such as blogs, videos or whitepapers - through which this information can be transported.

  2. Inbound marketing also enables you to better network the various departments in your company. For example, product management, sales or even development itself can be involved in the creation of content. More departments work on the marketing of your innovation than just your marketing.

  3. The reach that the content achieves allows conclusions to be drawn about the market's interest in the innovation itself. You can gain these insights at a very early stage if you deal with innovation-related topics. If there is hardly any search for solutions your novelty is supposed to offer, you can stop the innovation process at an early stage and thus protect yourself from expensive flops.

  4. You can integrate your target group into the creation of content to better understand them and to draw attention to problems. You can achieve this by interviewing representatives of partner companies or experts. Or you can set up a forum for your customers where they can exchange information and thus create their own content.

  5. Partnering is becoming increasingly important in the development of innovations. More and more companies are conducting R&D together on a project-by-project basis - such as the development of compostable bras. Inbound marketing can be designed much more easily by different partners together than is the case with classic advertising. Running a blog together is much easier than creating a TV spot with which each partner is satisfied and for which each individual is responsible.

  6. If you score points with useful content, this also increases your awareness and pays for your brand.

  7. Inbound marketing itself is not yet very widespread in German-speaking countries. A quite similar method, which is part of inbound marketing - namely content marketing - is on everyone's lips. In practice, this often involves very product- or company-related content that is scattered by PR departments via digital channels. The approach from the US area to put the benefit of the target group and potential customers in the foreground is still not widespread in the D-A-CH area. In short: If you use inbound marketing, you are using a method that is quite new by local standards and your company or marketing is innovative in the public eye.

In 4 steps to successful inbound marketing

With the 4 steps shown in the graphic on the right you can implement a successful inbound marketing in your company with LEAD Innovation:

Understanding: In the first phase, we use the inbound audit questionnaire to shed light on the product, market (competition, customers, trends), brand & positioning and technical status quo levels. In addition, we analyze your most important keywords and the online presence of your competitors.

Planning: The inbound project is planned on 2 consecutive days. We define concrete inbound goals with you, define your buyer personas, create an internal stakeholder map, develop an inbound strategy including content and campaign planning and define your sales process.

Implement: In the 3rd phase of the project, we produce the content, create or revise the website including the associated marketing automation workflows and bring your social media channels up to date.

Optimizing: With ongoing support, we ensure the continuous success of your inbound marketing by constantly optimizing content, identifying gaps and regularly delivering new content.

Make an appointment for an informative conversation.

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Inbound Marketing

Innovation marketing

Around 80% of new products fail. Many inventions do not achieve the expected goals or are withdrawn from the market early due to low sales. Thus they do not become innovations.

We have summarized 10 reasons for you how you can use innovation marketing to turn inventions into successful innovations. We are happy to provide you with these free of charge for download.

read more

Innovation marketing

Around 80% of new products fail. Many inventions do not achieve the expected goals or are withdrawn from the market early due to low sales. Thus they do not become innovations.

We have summarized 10 reasons for you how you can use innovation marketing to turn inventions into successful innovations. We are happy to provide you with these free of charge for download.

read more

Innovation marketing

Around 80% of new products fail. Many inventions do not achieve the expected goals or are withdrawn from the market early due to low sales. Thus they do not become innovations.

We have summarized 10 reasons for you how you can use innovation marketing to turn inventions into successful innovations. We are happy to provide you with these free of charge for download.

read more

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Innovation Check

Would you like to know what stage of maturity your innovation management is at and analyze what the next steps could be?

Do the LEAD Innovation Check!

In the 30-minute innovation check, you evaluate 7 subject areas of your innovation management.

to the innovation check