Outbound marketing attempt to find customers, inbound marketing earns the attention of customers.
Inbound marketing is one of the best ways to marketing your business. Inbound marketing enhances your digital strategy for lead generation and customer engagement. As opposed to outbound marketing methods of buying ads, email lists, and hoping for quality leads. Inbound marketing creates quality content that attracts your target audience.
By creating content designed for your customers, inbound marketing attracts qualified prospects to your business. Inbound marketing is not a paid form of advertising. Your content stays on your site as long as you want it to. The difference that with paid ads once you stop paying the ad disappears. That is not the case with inbound marketing.
Inbound marketing is a system that uses many forms of marketing. Such as blogs, SEO, social media to create brand awareness and attract new business.
To sum it up outbound marketing finds customers; inbound marketing attracts customers.
Why is Inbound Marketing Important
Buyers today have a lot more options. The internet provides them with all the information they need. Therefore the majority of customers are 90% of the way through the buying process before they ever contact a sales rep.
Inbound Marketing is a powerful tool because you can give your customer what they are looking for. This builds trust and authority in your brand.
Why You Need Inbound Marketing to be successful
When used efficiently inbound marketing can generate social media shares and incoming links which helps your SEO. You will also increase brand awareness and increase more quality leads.
Unlike traditional marketing, inbound marketing builds upon your campaigns over time. Such as a powerful piece of content offers many benefits. It brings awareness to your company when launched and will continue to be a resource for your clients in the future. As your content gains exposure, it will become a continuous source of traffic via SEO.
The key is to create a robust content marketing strategy tailored to your customers. By doing this, you will provide valuable content for that specific visitor. This helps move them down the buying cycle, answer their objections and build trust. All these factors result in a short sales time, more qualified leads and an easier sell for your sales team.
What Makes For a Successful Campaign
No single inbound marketing tactic works well on its own. Inbound marketing cannot be separated into individual categories. While we rely on SEO to draw in visitors from organic search, that does not work if there’s no content. Without social media, blogs do not reach new people. SEO, content and social media are all useless without a lead generation process.
Most successful inbound marketing campaigns incorporate various methods such as SEO, blogging, and social media.
How to Start Your Inbound Marketing Campaign
Creating great content is more about brains and commitment rather than budget. Identify your target audience and learn everything you can about them. You cannot create content to inform your customers until you know what they need. Determine your unique, compelling story.
Create and execute your content calendar.
You need to create a content marketing schedule that will publish relevant content for your audience. Your content should be focused on your customer needs, not on your business.
Rather than focusing on enough content, you should focus on publishing quality content. Content that educates your customers and builds your brands authority. That content will be shared which increases your reach and growing leads. The wrong material will lose followers and damage your reputation.
You also need to remember to go over your analytics on a regular basis to track the success of your campaign.
Inbound marketing cannot be your only means of generating new business. To achieve a more balanced approach, combine inbound and outbound such as lead nurturing, PPC and automation.
Automation empowers marketers with tools to convert fans and followers to leads and customers. Automation accomplishes this by cultivating relationships with leads which are not yet ready to buy. Automation also enhances your inbound efforts by helping you qualify leads. Also, connecting marketing automation to your CRM to make sure you do not lose any leads.
Measuring Your Return on Your Investment
When determining the success of your inbound marketing efforts depends on what metrics you value. Whether you decide on SEO rankings or number of articles published, you will gain insight into how your campaigns are performing.
Do not get caught up in basing your decisions on marketing stats alone. Such as having 10,000 fans on Facebook does not mean much if they never engage with your content. Instead, you should be looking at how engaged they are, and do they convert to traffic on your website. Look at your sales data and see if you have had an increase in sales since you started your inbound marketing campaign.
One SEO metrics you should track is organic traffic. If more people are searching for your company, that shows they like your content and are doing their research. Having many people visit your site does not matter if they don’t convert into quality leads. If that happens, you will need to adjust your marketing campaign.
Make Inbound Marketing Work For You
In a world where the internet and social networking shape our decisions, customers have more information than ever. This is not only making them more educated but also is causing a change in buying behaviors. As a result, B2B and B2C marketing efforts must change as a response.
Today’s businesses realize that traditional marketing is not enough to produce profits. Instead, inbound marketing techniques are used to attract more leads and build brand loyalty. To be successful in inbound marketing, businesses need to introduce a disciplined approach to content creation, introduce automation tools that can help them nurture and qualify leads, and optimize how these leads flow through their sales pipeline.