The Five Principles of Inbound Marketing
Posted: Sun Dec 22, 2024 6:34 am
The inbound methodology is constantly evolving. When HubSpot first coined the term in the early 2000s, the pieces of the puzzle were attract, convert, close and delight. Recently, with the development of the inbound israel girl whatsapp number flywheel, the methodology has shifted again to attract, engage and delight.
But no matter how much the methodology has changed over time, the five core principles of inbound marketing have endured:
Standardize
Contextualize
Optimize
Personalize
Empathize
Abbreviated as SCOPE, these five principles act as a guide for applying the inbound methodology effectively. No matter what marketing activity you’re involved in — be it email campaigns, blogging, conversational chatbots or something else — using SCOPE to shape and inform your approach is vital for inbound success.
Be sure to keep each of these principles in mind as you develop and execute your inbound strategy.
Standardize: Make It Scalable
As a company, you have an important story to tell about your brand values, internal processes and market solutions. The standardization component of inbound marketing is really about making sure that the story you’re telling remains consistent across the board.
The way you tell that story might change depending on a particular persona or pain point you’re addressing, but the arc and essence of the story should remain the same.
For example, New Breed’s standard promise is: We accelerate your growth by building predictable, measurable and proven marketing and sales solutions. That’s true for all of our customers, no matter the solutions they choose or the persona criteria they meet.
Contextualize: Make It Relevant
While standardization involves delivering similar messages, processes and results to your entire customer base, contextualization involves tailoring those things to resonate with the right people at the right time.
Contextualization is really where buyer personas come into play. You should tailor the way you organize and deliver your content based on:
Each persona’s pain points
Their stage in the buyer’s journey
The channel through which you’re delivering content
The key word here is “tailor.” Rather than lying, overexaggerating or changing your story completely — standardization prohibits that — you should mold the structure of that story to suit the needs and interests of the audience at any given time.
For example, if one of New Breed’s prospects downloads The Ultimate Guide to Inbound Marketing, then we know they’ve learned the core concepts of inbound, so we have an automated nurture track set up to send them the Inbound Marketing Cheat Sheet. In other words, we have a standardized process for delivering contextualized content to our prospects.
But no matter how much the methodology has changed over time, the five core principles of inbound marketing have endured:
Standardize
Contextualize
Optimize
Personalize
Empathize
Abbreviated as SCOPE, these five principles act as a guide for applying the inbound methodology effectively. No matter what marketing activity you’re involved in — be it email campaigns, blogging, conversational chatbots or something else — using SCOPE to shape and inform your approach is vital for inbound success.
Be sure to keep each of these principles in mind as you develop and execute your inbound strategy.
Standardize: Make It Scalable
As a company, you have an important story to tell about your brand values, internal processes and market solutions. The standardization component of inbound marketing is really about making sure that the story you’re telling remains consistent across the board.
The way you tell that story might change depending on a particular persona or pain point you’re addressing, but the arc and essence of the story should remain the same.
For example, New Breed’s standard promise is: We accelerate your growth by building predictable, measurable and proven marketing and sales solutions. That’s true for all of our customers, no matter the solutions they choose or the persona criteria they meet.
Contextualize: Make It Relevant
While standardization involves delivering similar messages, processes and results to your entire customer base, contextualization involves tailoring those things to resonate with the right people at the right time.
Contextualization is really where buyer personas come into play. You should tailor the way you organize and deliver your content based on:
Each persona’s pain points
Their stage in the buyer’s journey
The channel through which you’re delivering content
The key word here is “tailor.” Rather than lying, overexaggerating or changing your story completely — standardization prohibits that — you should mold the structure of that story to suit the needs and interests of the audience at any given time.
For example, if one of New Breed’s prospects downloads The Ultimate Guide to Inbound Marketing, then we know they’ve learned the core concepts of inbound, so we have an automated nurture track set up to send them the Inbound Marketing Cheat Sheet. In other words, we have a standardized process for delivering contextualized content to our prospects.