What the heck is inbound marketing?
Since the widespread emergence of search engines and social media, marketers have been constantly stressing the importance of inbound marketing. So what exactly is it and why is it so important?
To better understand exactly what inbound marketing is, it’s important to understand the flipside of the coin – outbound marketing. Before the rise of modern online communications, all marketing was outbound marketing. Traditional marketing methods involved brands pushing their product or service information ‘out’ to customers and prospective customers. Whether it be through a television ad, billboard or through cold calling, outbound marketing is all about showing what you have to offer by pushing your offering outwards.
Inbound marketing is the opposite. It’s about putting the necessary structures in place to allow and guide your customers to come to you. One of the biggest differences between inbound and outbound marketing is that outbound marketing is a one way mode of communication, whereas inbound offers a two way communication channel between you and your customers or clients.
So how can your customers or clients discover your brand through inbound marketing?
Search – Search engines allow your customers to search for your product or service online.
Social media – Your social media pages provide a forum for your customers to get to know your brand and for them to easily communicate with you online.
Blog – A blog is a tool for attracting new leads and positioning you as an expert in your field.
Analytics – Your digital analytics are your guide for inbound marketing. The data should educate every decision you make for optimising your online channels and attracting and nurturing leads.
Here’s how to nail your inbound marketing so that you can start watching the leads roll in:
Search Engine Optimisation (SEO) is about enhancing your website so that it is prioritised by search engines and displayed closer to the top of search listings. To improve your website’s SEO, you’ll need to know a bit about the ever changing algorithms of search engines like Google. But one simple thing to consider is your website’s content. Make sure your website content is relevant to your target audience, your copy is void of spelling and grammatical errors and it is original.
Social media provides brands with the opportunity to formulate and strengthen their relationship with their customers. It allows you to communicate with your audience directly and offers your audience a channel to talk to you about important brand updates, your product or service. It also gives brands the opportunity to learn important details about your target audience, for instance their demographics, interests and how they behave online. Make sure to use this information to improve your marketing and online targeting.
Blogging is all about offering a resource for online users to attract new customers to your brand as well as positioning yourself as a thought leader. It also ties into improving your online search ranking, so it really is a triple threat. Make sure your blog is informative, relevant to your target audience and updated regularly.
Now that you have leads rolling in from your online marketing efforts, it’s time to encourage these leads to convert. Nurturing leads takes a multichannel approach. Use data across your website and social channels to find out who your users are and what their online behaviours are so that you can tailor your marketing to them.
To get the best results from your inbound marketing, it is vital that all of your channels are working together to reach your goal of gaining and retaining customers or clients.
If you would like help formulating your brand’s inbound marketing strategy, get in touch with a marketing consultant from Green Door Co today.