What Is Inbound Marketing?

February 22, 2022
February 22, 2022 Zee Dichev

Recent research shows that over 70% of leads aren’t sales-ready when they first interact with your brand. In fact, 79% will never convert into sales. It’s likely you’re wasting time (and money) on ineffective outbound marketing strategies.

Instead, consider developing an inbound marketing strategy this year.

In this article, we find out what inbound marketing is exactly and what are the differences between inbound vs outbound marketing!
After reading this guide, you can start using inbound strategies to help your business grow.

What is Inbound Marketing?

To cover the basics we need to start with the basics and see what inbound marketing really is.
Inbound strategies create customer-focused experiences. Consumers who already have an interest in your product or service can find your brand online. Then, they can find the information they need to make an informed buying decision.
Creating unique experiences for your customers could help you keep them engaged.
What’s the difference between inbound vs outbound marketing, then?
Outbound marketing uses broad messages to reach a wider audience of potential customers. Broad messages don’t always appeal to consumers, though.
Meanwhile, outbound marketing requires businesses to go to the customer. Inbound marketing allows consumers to come to you instead.

Outbound marketing can also feed disruptive. For example, outdated tactics like cold calling could interrupt the buyer’s journey. If your tactics annoy potential customers, you’ll lose opportunities to generate leads.
Inbound strategies, on the other hand, are personalised with your audience in mind. You can provide them with the information and tips they need. Then, consumers will learn to rely on your brand in the future.
With inbound strategies, you can connect with customers on an emotional level to keep them engaged.

Inbound Digital Marketing Strategies

inbound marketing Now that we’ve covered the basics, let’s start creating your inbound marketing strategy.

There are a few techniques you can use to appear in front of your target audience. First, it’s important to research who your customers are based on demos- and psychographics. For example, you might consider the customer’s:

  • Age
  • Location
  • Gender
  • Household income
  • Marital status
  • Buying behaviours
  • Interests
  • Hobbies
  • Education
  • Language
  • Pain points

If you’re focused on a larger audience, create different buyer personas. Then, you can develop campaigns that appeal to each group. You’ll have an easier time connecting with customers as a result.
In fact, personalising your inbound marketing strategy could deliver eight times the ROI on your marketing spend.

Once you know who your customers are, you can develop different strategies to draw them to your business.

Content Creation

Remember, consumers are looking for valuable content that gives answers to their questions. You can provide them with those answers with content marketing.

First, determine what questions your customers are asking or what problems they’re facing. Gather keyword research, too. You can use SEMRush, Answer the Public, and Keyword Planner to get started.
Focus on longer phrases, which are more precise. You’ll have an easier time appealing to the user’s intent. Otherwise, your content might fail to align with their interests.

Create different forms of content throughout the year, including:

  • Blog posts/articles
  • eBooks
  • Quizzes
  • Polls
  • Infographics
  • Videos (including AR/VR)
  • Podcasts
  • Interactive content

Mix up your content marketing strategy to appeal to different preferences.
As you create content, make sure you’re providing valuable information. Demonstrate your experience and expertise in the industry, too. Consumers will start to rely on you for information and help.

Content marketing can help you generate website traffic. It can also boost your credibility, turning you into a thought leader in the industry.

SEO

Once you start creating content, it’s important to optimise it for search engine optimisation (SEO).
SEO is one of the most effective inbound marketing strategies you can use to reach customers. With SEO, you can improve your rankings on search engines. When someone searches for your product or service, your content could appear.
Then, they can click on the link to your website to learn more.

Consider working with an experienced inbound marketing agency this year. They can improve your SEO rankings, allowing you to:

  • Boost brand awareness and recognition
  • Rank ahead of the competition
  • Gain website traffic
  • Generate leads and sales
  • Demonstrate your credibility
  • Improve your ROI

Developing an effective SEO strategy takes time, but can generate 1,000% more traffic than organic social media.

PPC

Pay-per-click (PPC) advertising will also allow you to appear on search engines. You can also create display ads on social media platforms. These digital ads can send more consumers to your website.

It’s important to keep track of your campaigns, though. With PPC, you’ll pay each time someone clicks on or views an ad. An experienced inbound marketing agency can help manage your campaigns.

Social Media Marketing

Share the content you create by posting it on social media. Social media marketing is a great way to engage consumers in real-time. You can even host Q&A sessions to interact with your customers.
Keep up with the latest social media marketing platforms and trends to show consumers you’re in the know.

Email Marketing

Email marketing can help you remain top of mind with your target audience.
First, make sure to add a subscription form to your website. Encourage people to subscribe by using a lead magnet. For example, you can send them a coupon code in exchange for their email.
Then, send helpful tips, discounts, and links to your blog to keep interacting with customers.
Add a strong call to action to your emails encouraging people to explore your products, too.

Set for Success: Grow Your Business With Inbound Marketing Today

To recap, what is inbound marketing? It’s an effective marketing strategy that will help you engage consumers. With inbound strategies, you won’t interrupt the buyer’s journey and will guarantee the success of your marketing campaign.

Instead, you can help consumers by offering them the information they need.
With inbound strategies, you can start generating more leads and sales than ever before.
If you are considering developing your own inbound marketing campaign but don’t know where to start hit the comments below.

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