Traditional marketing efforts were based on casting the biggest net you could, to end up with the greatest amount of possible leads, using methods like list buying. This can be effective for landing you a large number of unqualified visitors that may never become customers.
Inbound marketing takes a very different approach. The methodology is to make marketing that people love. Inbound marketing is about educating your prospects, and giving value without directly asking for a sale in return. It seeks to bring in only the most qualified leads by focusing on specific buyer profiles and long-tail keywords. The goal of inbound is to not only bring in customers, but also to nurture those customers into becoming promoters of your brand.
What is Inbound Marketing?
Inbound marketing is the marriage of context and content, providing prospects with the right content in the right place at the right time. Your marketing efforts should attract qualified prospects and keep them coming back for more.
Inbound Marketing consists of several major themes:
- Content Creation and Distribution: Providing relevant and educational content that can be shared, like blogs, eBooks, webinars, and podcasts
- SEO Strategy: Focus your efforts around targeted keywords and optimize your site and content so prospects looking for those keywords find you first
- Lifecycle Marketing: Drawing in strangers, then nurturing them into customers that eventually become promoters
- Personalization: Inbound tailors the content, and the vehicle that delivers it, to the targeted prospects based on the social media or information format they use the most. It also considers if a person is in the Awareness, Consideration, or Decision stage of the buying cycle to further tailor the content.
- Social Media: Use any number of platforms to distribute your content and engage with your prospects
Why Should I Use Inbound Marketing?
Because the internet is getting bigger every day, and there is an endless amount of white noise to cut through to get prospect’s attention. Consumers are bombarded with digital communications, and yours need to stand out. Inbound marketing creates a relationship between you and your customers. They get more than just your product or service by being involved with you; They get educated on issues that are important to them.