Inbound marketing is a strategy that organically attracts customers to you, instead of you pushing your message onto them. This has been made possible with the advent of the Internet, which provides us with solutions that have a positive impact on people, along with help, education and relevant content.
On the other hand, outbound marketing involves interrupting customers with content they haven’t actively sought and therefore most probably don’t want. Examples of this are cold calls and TV commercials during your favorite shows.
One of the big advantages of implementing an inbound marketing campaign is that it helps build mutually beneficial relationships with your customers, helping them find information and engaging them. Another great advantage is that it costs less and improves over time, making your company easy to find.
If you’re wondering how this is different from content marketing, inbound marketing implements tools such as technical SEO, chatbots, data-driven decision making, lead generation and web design, rather than just producing relevant content.
If all of this sounds like a great opportunity for your business, then you might be wondering how you can get started on an inbound marketing campaign. Here we will look at some of your options.
Engage the Services of an Agency
HubSpot is marketing software that will allow you to run successful, trackable campaigns on a massive scale. A certified HubSpot partner agency will be able to tailor a campaign and provide the content to grow traffic and convert more visitors, as well as build better relationships with leads and existing customers.
Start with Content Marketing
As mentioned above, content marketing does differ from inbound marketing, but it still represents a vital element of any inbound marketing campaign. Blogs, podcasts and videos can help you become an authority in your field, which in turn, will earn the trust of your customers. Well researched, relevant and up-to-date content also provides valuable collateral to share over email and social media as it builds relationships and reminds customers about your product or service.
In order to make content marketing work for you, a constant supply of unique, in demand topics is required at regular intervals. This is your opportunity to communicate with potential clients and impart your values and knowledge.
Get Your Search Engine Optimization Sorted
For organic traffic straight to your website, there is little out there that is as effective as a successful SEO campaign. Optimizing your website not only makes your website more user-friendly and easier to navigate, but done right, it will direct free traffic for the foreseeable future. Afterall, more than 65% of search engine users will click on one of the top five results on the search engine results page. Failure to feature on one of those top five results will inevitably cost you all those potential customers.
As an example, Starbucks ranks organically for 1 million words, including terms they have coined themselves, which is another clever marketing tactic.
Get Your Social Media Working for You
Social media is an essential tool for businesses, but how do you maximize on this resource? The main role of social media is to build relationships with both existing and potential customers, keeping your business in the forefront of their minds and building on loyalty. In order to gain traction and increase the number of followers you have, you need to create a vibrant, relevant and constantly updated platform that encourages interaction between your customers. A steady flow of communication is not only a good thing for the social media algorithms, but it can also help to engage your audience.
Organic social media refers to the method of allowing your followers to build up without the use of any paid promotion. This requires a fair bit of excellent content that can engage your audience and start a large number of comments. It is possible, with careful planning and accurate execution, to successfully run an organic social media page; however, it tends to work better when used in conjunction with paid social media to boost your posts.
Paid social media is influenced by the amount spent and can be targeted by a variety of demographics. A combination of organic and paid will more often than not achieve the best results.