What Is Inbound Marketing?

Posted by Rose Barton on 14/08/2018

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The inbound marketing methodology is one of the hottest trends currently being utilised by businesses all around the world. And there's one simple reason why. Instead of having to BUY your customers attention (such as through expensive ads), instead, you wait for them to come to you organically. Curious as to how you can achieve this? Just keep reading...

Inbound marketing vs traditional marketing

Traditional marketing is the sort of marketing that you’d have been used to growing up with as a kid. It includes everything through from direct mail advertising to TV and radio commercials. The purpose of traditional marketing is to tell people what your product or service is by paying for their attention and hoping they buy. This lends itself to a few crucial problems. Most notably, finding it hard to directly reach specific, target customers.

On the flip side, inbound marketing revolves around you attracting buyers to your site organically. Essentially, instead of paying for their attention, you earn it by building trust. For example, you might have a blog or another form of content on your website that offers invaluable information to your target customer, and they then buy from you after having gained something already, via the free information you've provided them. Different inbound marketing tactics include social media marketing and search engine optimisation (SEO).

5 Top tips for inbound marketing success

Just like traditional marketing, inbound marketing can be quite complex. However, there are some golden rules you can follow to help boost your chances of success. So here are our top 5 tips.

1. Content is king

For all aspects of inbound marketing, you will need to create compelling content to attract and wow your audience. This content can come in many forms, including videos, blog posts and infographics. It's up to you which strategy you opt for, but make sure it is all top quality and relevant to your buyer. Publish this content regularly on your site to start performing better in the Google search results.

2. Optimise your content

Now that you’ve got this great content, it’s time to start optimising it. This means making it visible across all platforms. For example, a simple way to do this on social media is by using relevant hashtags. To perform more highly in Google, you should start implementing relevant target keywords throughout your posts and creating topic clusters to improve SEO.

3. Build up customer relationships

Once someone finds your website organically, such as through Google, you want to create a system whereby it's possible to start nurturing a relationship. Arguably the most effective way to do this is to acquire their email address. You could do this by offering a valuable piece of content or a resource they can download from your site for free. Then, over time be sure to send them relevant and useful updates that help provide further information that adds more and more value. This will help to build trust further and aid the buyer’s journey.

4. Have a process to turn visitors naturally into buyers

Of course, the eventual aim is to convert your “qualified leads” into customers. Your landing pages and offers will build trust with your leads at the top of the funnel. The conversions made here can all be nurtured using an automated process facilitated by CRM software such as HubSpot. This means that you can focus on speaking directly to the marketing qualified leads towards the end of their buying cycle who have completed the buyer's journey and who are expressing an interest in purchasing your product or service.

5. Study the results and make improvements

You should be continually tweaking the inbound marketing process by assessing your marketing funnel and looking for areas to improve with relevant offers and content to captivate your potential customers on every step of the buyer's journey.

Eventually, you’ll be left with an almost fully automated inbound marketing strategy whereby people find your site organically, become increasingly interested in your brand and then purchase your product or service. Inbound Marketing works consistently and repeatedly if executed well and will continue to generate marketing qualified leads for your business and increased returns on investment.


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Topics: Exubra Blogs, inbound marketing, lead conversion