Inbound Marketing

Inbound Marketing

Inbound Marketing is a type of marketing that seeks to attract customers and generate leads for a business through quality content on the Internet. It has been called “the new SEO” by many top marketers, because it focuses on what you have to offer as opposed to how well you rank in search engines. Inbound marketing  focuses on attracting customers and prospects with original, relevant, and helpful content. On the surface, it might seem like just another form of “content marketing” except that it takes a radically different approach—content is not created for the sake of driving ads or boosting brand awareness; rather, content is created with the specific intent of attracting interested potential buyers. It’s an engagement-driven strategy for building brands and takes an open source approach aimed at developing authentic relationships with prospects and customers over time, as they become more educated about your offerings or problems

Is it like outbound marketing?

Yes. But it’s different too.

Let me explain.

Inbound marketing is the act of earning an audience’s attention by providing content that is valuable to them, in hopes that they will become customers. It works below the line of traditional outbound marketing, like billboards and radio ads, which focus on interrupting potential customers with information regarding a product or service without any personal value added to it. With inbound marketing, you’re giving people what they want before they know they want it – and then moving from being a marketer into being a business partner as you steer prospects towards purchase decisions based on their needs rather. Like Steve Jobs once said, most people don’t actually know what they want.

With inbound marketing, you’ll spend your time attracting potential customers to you instead of spending time making them find you. Outbound marketing is more costly and often times carries less return on investment. Market research has shown that more people are visiting websites with relevant content where they can find what they are looking for right away vs being bombarded by advertisements. Successful companies are implementing inbound marketing into their game plan because it puts the power into the hands of the customer and provides control over their own message versus an out-of-control world where in-excessively commercials dictate how we should see

Marketing typically refers to the way an organization develops the awareness of, and interest in, its products or services. Outbound marketing typically refers to marketing that does not require the customer to take any action. The term outbound marketing, or outbound marketing techniques, may be used interchangeably with the term marketing. Marketing is an umbrella term and both inbound and outbound fall under it. 

Forms of Inbound Marketing

Inbound marketing is a strategy that incorporates and attracts prospects and customers by using online and offline content to educate and inform them. Inbound marketing can include:

Content Marketing:

  1. – Blogging
  2. – Social Media
  3. – Webinars
  4. – Videos
  5. – Infographics
  6. – E-books
  7. – Podcasts
  8. – Presentations

Sales and Lead Generation:

  1. – Answering lead enquiries
  2. – Leveraging insights from data and analytics 
  3. – Upselling
  4. – Cross-selling 
  5. – Prospect research
  6. – Lead nurturing
  7. – Lead scoring
  8. – Email Marketing

Pros of Inbound Marketing

  1. -Integrated: inbound marketing can be present in every channel and in every digital touch point
  2. -Low cost: when executed properly inbound marketing focuses on building trust and authority, which can be achieved by following a strategy
  3. -Adaptable: when executed properly inbound marketing can be present in every channel and in every digital touch point, including audio, video, and in-person touch points
  4. -Targeted: inbound marketing is about the customer and their needs. The customer wants to see products they want, and wants to see what they want to see
  5. -Paying less for advertising
  6. -Increased relevance
  7. -Less risk of brand dilution
  8. -Lower labor costs
  9. -Less work for the customer
  10. -Reduces customer acquisition costs

Cons of Inbound Marketing

One of the main disadvantages of inbound marketing is that it is a customer-driven process, which can take a lot of time and resources to reach a customer. Sometimes a customer may take a while to convert, and this can be a long process.. Additionally, organic strategies like blogging and social media may take a long time to produce results. 

  1.  Many businesses are not knowledgeable about inbound marketing
  2. While the long-term ROI of inbound marketing may be higher than traditional outbound marketing, there can be a significant short-term reduction in revenue
  3.  It takes time for inbound marketing practices to have an impact on the company’s revenue
  4. Inbound marketing is not a one-time campaign; it is a continual process
  5.  Inbound marketing can be coupled with traditional outbound marketing
  6. It is difficult to measure the success of inbound marketing, because it can be difficult to tell if the lead came

How to go Inbound in your business

The key to doing inbound marketing is to focus on creating great content. The 4 types of content for inbound marketing are:

  • Content to attract
  •  Content to educate
  •  Content to engage
  •  Content to convert
  1.  Content to attract :The content you create to attract people should feature the benefits for what you’re selling. It should also delight your prospects by showing them how their lives will be improved by what you’re selling.
  2.  Content to educate : The content you create to educate people should be of high value, so it should be of interest to people who need it. This kind of content should either be instructional or act as a reference.
  3.  Content to engage : The content you create to engage people should be interactive and not just a top 10 list. It should have a high level of interactivity, such as polls, quizzes, and games as examples.
  4.  Content to convert : The content you create to convert people should show them how to do something or give them a specific instruction, such as how to use a tool or a checklist to complete a process. It can also be a video.

Bonus : Create shareable content for your blog and social media profiles. That way you get many eyeballs reading your content. 

Inbound Marketing is all about creating a company culture in which your clients want to engage with you and your products. It’s all about great online content that informs your clients, and that people want to connect with.It’s not all about sales. Companies that are passionate about what they do, and who create great product work every day to give their customers the best experience. Their copywriting reflects this.Inbound marketing is a long term strategy and is centered around building trust, and then acquiring customers. In order to do that, you have to invest time and energy into what you’re doing, and trust that long term your efforts will pay off. 

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