What is inbound marketing?

Inbound marketing is often considered the most effective marketing method for doing business online. Inbound marketing focuses on creating quality content that draws visitors toward your company product, and services. By aligning the content you publish with your customer’s interests, you will attract inbound traffic..

Inbound marketing is about getting found

Traditional (outbound) marketing encourages companies to focus on finding a small number of customers within a large audience. To do this they use techniques that are only generally targeted and interruptive. Examples of this would be cold-calling, print/online advertising, T.V./radio advertising, junk mail etc.

Instead of interrupting people with television ads, inbound marketers create videos that potential customers want to see. Instead of display ads in print or online (where they are easily and often ignored) they create a blogs that people subscribe to and look forward to reading; finding the content informative and helpful. Instead of cold calling, they create useful content and tools so that people call them looking for more information. Rather than repeating the same marketing message to a mass audience who are intent on not hearing the message them inbound marketers attract highly qualified customers to their business, product or service by using attractive content like a magnet.

Three main elements of inbound marketing (and aftersales actions)

Inbound marketing is efficient

Traditional outbound marketing means spending money - whether you are buying adverts (print or online), buying mailing or email lists or even renting stand space at a trade show. In any of these examples you seeking the small percentage of individuals in this large audience who are interested in your business, product or service. This is hard work and wasteful.

Inbound marketing however only requires that you create good quality content and then talk about it online usually with an audience of people who are interested in your message. People who find you via search are self qualified and interested in what you have to say. More good news is that most of the tools you will need such as blogs and social media accounts are free and easy to use.

Unlike advertising which is an ongoing expense content creation is an investment; having produced quality posts and articles they will contine to rank well and drive traffic from search engines for some considerable time.

Having created your compelling content you then need to work on converting your traffic into leads and ultimately sales

Calls to action and the buying cycle

One of the best things about inbound marketing is that you can connect with you target market wherever they are in the buying cycle. This is particularly valuable for smaller businesses who offer higher value products or services which typically requires an extended period of interaction before a purchase is made.

By creating content that appeals to potential customer in the early stages of research with "introductions to...", basic guides, check lists or primers or those at a later stage with tools, pricing guides, or specific content about the use of a product or service you will engage with potential customers wherever they are in the buying cycle.

Having brought a visitor to your content always use calls to action and landing pages to futher engage with the reader. Your call to action should use a form to collect data and incentivise the exchange with the provision of items and extras appropriate to their stage in the cycle. Your sales and marketing teams can then guide and nuture the potential cutomer through the cyle towards conversion.

Helping you to get your inbound marketing right

Creating content and planning what you might need over the course of a year can be a major task. If you would like some additional input or resource for keeping your content and social media up to date why not contact us for an initial chat. We can provide affordable help.

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