“Marketing” means doing all sorts of things to get the word out about your business and attract customers. You might advertise, join networking groups, adjust your brand to be more appealing, and more.
One form of marketing you may have heard is called Inbound Marketing. This is the idea that you can help potential customers find you while they are early in the search process. The idea is to create awareness, make sure they know about your brand, then turn them into a lead, and finally, convert them to a customer. Inbound Marketing is like hunting; instead of spraying interrupting advertising messages, you’re going out and laying bait, luring customers to you.
Inbound Marketing is strongly tied to content marketing. Consumers are either actively or passively seeking information or entertainment. If done correctly, you can build a relationship with them by sharing useful and interesting content. That relationship will lead to sales.
However, this content can’t be too salesy, or it won’t work. The material must educate, inspire, entertain, or inform. Most of all, the content must be relevant.
When it works, Inbound Marketing leads to:
How to Make Inbound Marketing Work
Inbound marketing is a series of actions or steps, and content is just one of them. For it to work, you’ll need to set up a funnel correctly. As part of your process, make sure to:
There are many (expensive!) programs out there claiming to help you with your inbound marketing campaign. They come with fancy dashboards and help generate content. However, we feel smaller businesses in Raleigh and Cary are better served by a more nuanced approach from a local marketing firm. We can help you set up tools to generate content and track leads. Contact us for more information.