Inbound marketing is a marketing methodology that is designed to draw visitors and potential customers in, rather than outwardly pushing a brand, product or service onto prospects in the hope of generating leads or customers.
In terms of digital marketing, this means using a combination of marketing channels – most commonly content marketing, SEO, and social media – in creative ways to attract people’s attention. The aim of a successful inbound marketing campaign is to increase reach, and drive quality traffic, engagement and conversions using ‘earned’ and ‘owned’ media.
Inbound marketing has a lot of benefits to offer especially to small businesses that have limited marketing budgets. All these elements have a single goal: to help businesses connect with their potential customers and establish a channel of by bi-directional communication with them that will lead to more sales.
You don’t want just anyone coming to your website. You want people who are most likely to become leads and, ultimately, happy customers. You attract more of the right customers with relevant content at the right time.
Use the content strategy tool to build your authority in search and rank for the topics that matter the most to your prospects. Publish your blog post or video content across social networks using the social media tools. Then, create ads to increase awareness of your brand with your target audience. Throughout each stage, you’ll be reporting on and analyzing these efforts to stay informed on what’s working and where you need to improve.
Keep in touch with the people you’re most focused on with email templates and sequences. Use documents to track how much time people are spending with your content, and make it easy for these people to put time on your calendar by using meetings links. Use calling to record and transcribe the calls you make. Use quotes to make your recommendations crystal clear. Automate pieces of your sales process with workflows so you can respond to people faster and more efficient.
After attracting the fan, converting him into prospect, and letting him buy something from the company, the company has to keep in touch with their customer, continuing providing good and valuable contents with the hope of doing some upselling.
Benefits Of Inbound Marketing
By focusing your inbound marketing work on reaching the right audiences in the right places, you can attract your target customers in order to meet your digital marketing objectives. This is instead of spending money attracting traffic from people who are unlikely to ever convert. So, inbound marketing can:
– Increase trust
– Protect from over-reliance on one channel
– Measuring impacts of inbound marketing
– Schedule long-term strategy
– Build authority and brand awareness
Inbound marketing is here to stay. Maybe you didn’t realize it, but if you are having a presence online you are practicing inbound marketing. All your efforts to build traffic and get new leads are part of the inbound marketing process.
If there’s one thing you remember about inbound marketing, it’s the importance of tracking performance and refining your approach accordingly. This is where regular testing comes in too – discover what messaging, types of content, imagery, calls to action work best for your target audience and ensure you implement these on a permanent basis.