Whether you’re a marketing and sales aficionado or a new entrepreneur, anyone with even the basic marketing intel would know what inbound marketing is. Recently, it has become a buzzword and a tool that many marketers keep in their toolbox.
But inbound marketing is more than just a fad or new marketing trend that will disappear soon. In fact, it is a significant strategy that truly works for generating leads in a cost-effective manner.
What is Inbound Marketing?
In a nutshell, inbound marketing is a marketing methodology that allows companies to market their businesses, generate leads, and convert strangers and potential consumers into customers. It is a staple of the digital age.
Instead of using traditional outbound marketing strategies, brands use inbound marketing to draw leads in rather than pushing branding campaigns on prospects.
For the people uninitiated to the concept, inbound marketing can still seem alien. In easier terms, this tactic uses targeted content marketing to share persuasive content that drives in customers.
How is it different?
Compared to outbound marketing, inbound marketing doesn’t blast heavy marketing that tells them to buy. Instead, it used high-quality content to share experiences and advantages that compel the customers to seek out the brand themselves.
Regardless of the channel the customers find you, they are the ones that initiate the connection. They can choose to receive or not receive marketing messages and then start the conversation that leads to an eventual transaction.
Why is it popular?
Studies and surveys will show you that inbound marketing has a definite leg up on outbound marketing. One major reason for its success is the way people find and consume content these days.
According to a survey, US adults spend an average of 10 hours in front of a screen. It includes smartphones, computers, tablets, laptops, TVs, and more.
This means that the rate at which information and data are created and shared is also increasing. In fact, IBM reported that we now create and consume 2.5 quintillion bytes of data each day!
But these are not the only emerging trends. With an influx of information and data available on various mediums, people’s attention span is also changing. They are more empowered to tune out advertisements and other conventional outbound marketing.
In the grand scheme of changing consumer behaviors, inbound marketing allows consumers to choose how they consume data that companies put out.
They can access details about the company, its people and the offerings with a few clicks at any time during the day. Social media, on the other hand, has an influence of its own where it allows and encourages them to share their experiences.
Instead of trying to retain attention, brands use strategies that focus on creating awareness and generate leads by building relationships with the customers.
The holy trinity of inbound marketing includes SEO, blogging/content marketing, and social media marketing. Let’s take a look at how you can utilize these:
With 67% of adults using various social media applications, you can’t neglect the potential it has. Based on where your target audience mainly exists, you can use applications such as Facebook, Twitter and Instagram to put your name out there.
Content Marketing – Blogging
Blogging is one of the most popular ways that companies drive traffic to their websites. You can share useful information that relates to the brand and also persuades them to click on the CTA (call-to-action).
Besides Facebook Live, applications like Twitch, Periscope and even TikTok allow you to host live events. This way of sharing information feels more personal and allows people to tune in from wherever they are.
Search Engine Optimization is not a new concept. However, you can utilize targeted keywords along with structured site design to ensure your company shows up in the top results.