Inbound marketing is a popular approach that works to drive traffic to your site by attracting customers through content and non-intrusive interactions that are both relevant and helpful.
Unlike traditional marketing techniques such as radio ads, expensive billboard and television, spammy emails and cold-calling, inbound marketing is targeted.
This means that you only advertise to people who are interested in your products rather than casting a far-reaching net in the hopes that someone out there wants to hear your message.
P.S: Studies unanimously agree that well over 80 % of people do not open unknown mails, and 70 % TV commercials are skipped. Ouch!
With inbound marketing, potential customers find your business through Google and channels like blogs and social media (I bet that’s how you came across this article).
In other words, Inbound marketersare not interested in “fighting” to get the customers’ attention.
Rather, by giving out free content tailored to address the needs of your ideal customers, inbound marketers easily attract qualified prospects and build credibility for their business.
And by tailoring the content you publish with what your customers are looking for, you naturally attract easy -to -convert traffic.
In other words, inbound marketing pulls people toward your products and business without you being pushy.
Hence, it is the most effective method of doing online business.
Take a look at these facts before reading on:
Hubspot’sreports show that 79 % of businesses that have an active blog report a profitable ROI.
In bound marketing saves up to62 % of what is spent on traditional outbound marketing.
Unfortunately many small business owners are still using expensive marketing techniques because they are unaware of these benefits.
How to Interpret Inbound Marketing
Its really Simple: Inbound marketing is the most effective way of turning strangers into customers and future promoters of your company.
What are Important Elements of inbound marketing:
This I must emphasize: Typically customers decide whether to buy or not non-linearly – they’re primarily influenced by current trends business and the relationship with the business involved.
Hence savvy marketers rely on social selling, content, and developing close relationships with influencers so that they are in a position to impact the customer’s buying cycle.
This is also true for decision making in organizations so it does not matter who you customers is.
Remember everyone, regardless of seniority or line of business is susceptible to impact by social media, current trends or at least, by the views of friends and colleagues.
Anyone is capable of sending their client a basket of cookies and a thank you note; what makes you standout is your ability to demonstrate legitimate knowledge and leadership in your industry.
Pro Tip : There are no two ways here: Your ultimate goal is to demonstrate, unquestionably, that you’re an expert at what you do .Convince prospects that they need your product or service.
Let me Explain;
Start by gathering data from your current clients.
Things to consider:
- How do your current clients research for products or services?
- Do they use search engines such as Google or do they look for reviews on social media? What sort of media do they download?
- Is it brochures, eBooks or Whitepapers?
Next, evaluate your business in relation to your competitors.
Things to consider
- Are you struggling to make online sales or convert leads to paying clients?
- What marketing strategies are your competitors using?Do they have a website, blog, or do they use paid advertising on social media?
- How do you rank on Google?
- Can you track your current marketing strategies with using measurable metrics?
So what now?
By leveraging on the information about your ideal clients, you’re in a stronger position to guide prospects through the consumer decision journey; awareness, education, researching, purchasing and beyond.
As already established this is achieved by focusing creating content and campaigns that will attract will visitors to your website overtime.
Remember you only get qualified prospects, meaning it is easier to convert them to future customers.
Finally, inbound marketing techniques are easy to track so that you can evaluate how your efforts impact the overall ROI.
Of course, like any other marketing strategy you will need to invest money, time and be willing to learn before you start seeing results.