Want to use inbound marketing to grow your business?
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Whether you own your own business or have just started out, you’ve probably heard about inbound marketing. But do you really know what it is? And more importantly how you can use it to grow your business? As inbound experts (with the best back up teams any agency could ask for), we’re here to tell you all about inbound and get it working for you too!
FIRST – DEFINITIONS…
When it comes to marketing today, there are so many terms floating about that it’s hard to know what’s what. Let’s start with three big ones:
Inbound Marketing: A data-driven marketing strategy focused on generating leads and growing sales. It takes into account your ideal customers, the best tools for the job and best practices for brand awareness, generating leads, and growing sales. All this while making use of digital marketing tools and practices to draw in your ideal customer.
What about content marketing? Inbound marketing is often referred to as content marketing but they’re not strictly the same thing. Content marketing is about just that – content. From writing a blog post using top keywords to sharing an eBook on the latest trends, content marketing focuses on handing your customers relevant, useful content that makes their lives better and easier. And, as a key step in your inbound strategy, it reminds them that you’re there to help, drawing them to your business time and again.
Digital Marketing: This term refers to marketing exercises done in a digital format. It encompasses many different activities done through on a digital medium. For example, search engine optimization, website banners, social media campaigns… these are all examples of individual digital marketing exercises that can used as tools to increase brand awareness and encourage more traffic to your website and your business.
SECOND – WHY INBOUND MATTERS…
Inbound marketing focuses on attracting prospective customers before they are looking to buy your services or products. It is the opposite of outbound (or traditional) marketing that ‘goes out’ with a hard sales message. Inbound marketing doesn’t have to replace outbound marketing – they can work together but, in our online-focused world, the importance of inbound marketing should not be ignored.
For example, by creating a high quality content hub out of your website, inbound marketing is one of the most cost-effective ways to turn prospective clients into loyal fans.. The idea is to pull people who are searching online towards your business and your brand, to draw them in through the use of relevant, high-quality content.
Reasons to LOVE inbound marketing…
Speaking with your ideal audience: When it comes to inbound marketing, there is no one-size-fits-all approach to advertising or connection campaigns. Rather, online marketing initiatives are aimed at specific target markets, and are the result of leveraging real-time data to connect with buyers using the most effective methods for them. Social media advertising, for example, allows digital marketers to identify audiences based on factors such as age, location, education, and engagement preferences.
In this way, a much truer (and most likely longer-lasting) connection is established. In addition, effective marketing is no longer just about talking to an audience – it’s about engagement. People want to connect with the brands they buy and feel a part of something bigger than themselves. Digital channels allow for this kind of interaction, ultimately building stronger company/customer relationships and increasing brand loyalty.
Trackable results, greater ROI: Digital marketing allows for data gathering and analysis to measure and learn from the success of campaigns, the experience of your website, and the reach of your marketing initiatives. If you use online analytics correctly, you can learn loads about your customers (potential and established) and what works (and what doesn’t) when it comes to generating leads. With insight into how your target market behaves, you can optimise every aspect of your marketing strategy for greater success.\
More bang for your buck: Obviously, the bigger your budget, the more you can do with your marketing strategy and aligned campaigns. However, inbound marketing allows for quality advertising and engagements even on smaller budgets. The focus is on quality content – deliver that and you’re on your way to marketing gold. Make it look great and attract your target market and you’ll be golden.
With a budget in place and digital tools at their disposal, inbound-focused marketers can determine costs, monitor campaign performance, and adjust plans as required in order to get the best possible results.
THIRD – WAYS TO USE INBOUND IN YOUR BUSINESS…
Research shows that not only is inbound marketing more cost-effective than traditional marketing, it generates more and higher quality leads. That means less time-wasting and a higher likelihood of a sale. Success is measurable through online data, and all you need to get started is a targeted marketing plan and the right tools and practices for your business goals.
There are so many ways to use inbound marketing to attract your best-fit customers and grow your business. Here are just a few to get you started…
Attract strangers to your website using a blog and social media platform like Facebook or Instagram.
Convert visitors to your website into leads using landing pages with compelling calls-to-action and relevant content in exchange for information.
Turn these leads into paying customers through consistent email campaigns and interactions.
Cultivate a culture of customer loyalty over time with consistent communication and engagement, through the use of smart, tailored content that sees customers becoming active promoters.
WANT TO GROW YOUR BUSINESS WITH INBOUND?
Inbound marketing is constantly evolving which makes it a dynamic and exciting way to engage with clients and customers. And that’s why we love it! Our mission? To harness the power of digital marketing tools like HubSpot to design and execute inbound strategies that will empower sales with your key buyers. Basically, feet in the door, clicks on your site, long-term clients buying your products.
All you have to do is tell us what you need from your marketing and we will help you get there. Still not sure if inbound is for you? Marcus, our Head of Strategy, loves to talk about the power of inbound marketing (because it really really works!).
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