Inbound marketing is a form of marketing that focuses on driving traffic to your website by creating online content that your target customers will love. Let’s face it, interrupting someone with your message on a billboard doesn’t work anymore. As times change so should the way we do marketing. The way people find information about products and brands is through their own research the internet and from their peers. Inbound marketing focuses on these consumer behaviors and the buyer’s journey to create content that your customers are looking for. Instead of trying to make our billboards bigger, let's get smarter with our marketing efforts.
Here are 5 reasons why your business needs inbound marketing:
1. You Can Qualify Leads
You can ask any sales person if they would rather talk to a warm lead as opposed to a cold lead, I’ll bet almost all would choose the warm lead. The more information a sales person can get about a lead, the more likely they will be to close the sale. Inbound marketing gathers information about potential leads so that your sales team can spend their time talking to people who have already shown interest, rather than cold calling.
2. You Can Turn Customers Into Brand Ambassadors
One of the most common things I hear from business owners is that a big chunk of their business comes from word of mouth advertising, and they want to capitalize on it somehow. Word of mouth advertising is when customer has a positive experience and starts telling other people to buy the same product based on their amazing experience. So, how do you create more word of mouth advertising? Make your customer feel like the most important person on the planet. Then, give them ways and opportunities to share their experience with your brand. The inbound marketing methodology, according to HubSpot, is the process of converting strangers into ambassadors for your brand. It allows you to create a delightful experience for your customers so that they will be more likely to tell their friends about you.
3. Traditional Marketing Is Annoying
The difference between old and new marketing methods is night and day. Traditional marketing methods are essentially a contest to see who can yell their message the loudest and to the most people. It’s not targeted at anyone specific, the hope is that people who are interested in your product will hear you yelling. Inbound marketing takes an inside-out approach and focuses on creating content in the places that people are looking, mostly online, and getting involved in the conversations that people are already having. As people do research online they will be drawn into your website if you are writing about the things they are interested in.
4. You Will Understand Your Customer More
The first step of an inbound marketing campaign is to define your buyer personas. This is different than the target market information that you may have already. A buyer persona is a fictional profile of your ideal customer and is focused on their lifestyle, goals and motivations. It goes a lot deeper than simple demographical information. This information is like gold for business owners because it gives insight on why someone would want to buy your product and where they would go to find information about it.
5. It Will Increase Traffic to Your Website
The basic premise of inbound marketing is to create online content that your buyer persona will find interesting and direct them to your product and website. There is a lot of content on the internet for people to find, but not all content is created equal. According to Retailing Today, 60% of consumers start their research on a search engine before heading to a specific website. This is why SEO is so important. When you create content that is focused on the things that people are putting into search engines, and relevant for where they are in the buyer’s journey, you will attract more people without overwhelming them with sales tactics. One of the easiest ways to do this is to blog about topics that your buyer persona would be interested in at the different stages of the buyer’s journey.