What is Inbound Marketing?
It is a relatively new way of marketing in the last decade. The traditional marketing strategy involves casting a wide net and hoping to catch something of value. While the Inbound methodology does just the opposite. It strategically places content that your potential customers are looking for, in the place they are looking for it. Through amazing content offers that meet their needs, you gently invite them into a relationship with your brand, building trust and showing them you have exactly what they need in a non invasive way.
In a nut shell, Inbound Marketing is a methodology that turns strangers into leads that turn into customers that promote your brand. While most traditional marketing strategies end with the sale, inbound focuses a lot of effort in "delighting" the customer. If a customer has an amazing experience with your company, they are more likely to promote it. With all the review sites like Yelp, social media sites like Facebook and Twitter, people are expressing their views, interactions and experiences with your brand for the world to see. Why not focus on making that experience great throughout the process and continue to give them great content to help them after the sale?
Here are 4 ways Inbound Marketing is effective:
1. Inbound Marketing Hinges on Content Creation
Creating targeted content that answers the questions your potential customers are already asking is the key to getting your content infront of them. People are searching for answers online everyday. According to Internetlivestats.com, "Google now processes over 40,000 search queries every second on average. That's over 3.5 billion searches per day and 1.2 trillion searches per year worldwide." There are a lot of people looking for what you have. Inbound helps you focus your content to answer those questions so the people who are looking for what you offer, actually find you.
2. Inbound Marketing Focuses on Lifecycles
Inbound takes strangers and turns them into leads, customers and promoters of your brand. However, It does not stop with the close of a sale. Delighting your customers with exceptional content will turn them into brand evangelists, sharing the content you created to their circles, which creates a closed loop marketing strategy. This way, you will gain more ground and reach more people than if you just stopped with the sale.
3. Inbound Marketing allows for Personalized Marketing
The more you learn about your potential customers, the more you can personalize the content you are sending out. Using HubSpot, an inbound marketing platform, allows you to track every move a potential customer makes once you have their email. HubSpot also allows you to track the location of people visiting your site which helps you make sure the right customer see the right content through contextual marketing.
4. Inbound Marketing is a Multi-Channel Marketing Strategy
Several channels like social media, SEO, blogs, landing pages and offers on webpages are utilized to put content where your potential customers are. You need to meet people where they want to interact with your brand. Making sure your blogs, landing pages and other content offers are at the top of the search through great SEO, web design, and relevant content spread across all your social outlets will help make sure you are the person answering the questions your customers are asking.
Inbound marketing is an amazing way to be relevant, be heard, and attract strangers to turn into customers and evangelists for your brand. Don't waste another minute casting a net and hoping you get something good. Be strategic: go where your customers are and answer the questions they are asking.