Let me ask you a question “How Will You Find Your Customers— or Will They Find You?”
To get new leads, you must do marketing for your business. It’s a never ending process. Your content is the best asset of all type of marketing in order to attract people to your business, product or service. People love stories then why not to tell them & try to avoid the sales pitch in your content.
“Marketing is no longer about the stuff that you make, but about the stories you tell.” — Seth Godin
There are two types of marketing:
- Outbound or Traditional Marketing
- Inbound Marketing
It’s an old & expensive technique of marketing – T.V. ads, Radio ads, Newspaper ads, Cold calling, Direct mail, flyers, brochures, etc. It’s an one way communication.
According to Hubspot “This is called outbound because marketers push his or her message out far and wide hoping that it resonates with that needle in the haystack.”
In the simple term we can say, “ it is a marketing that pushes products or services on customers and interrupt them without their permission.” So we can also called it “Interruption-based” Marketing.
As buyers are getting smarter, this method is becoming ineffective, expensive and fails to provide instant results.
On the other hand, Inbound Marketing is a permission-based marketing via subscription based email marketing, social media, blog subscribers, webinar attendees, SEO, keyword targeting, landing page strategy, content/blog strategy, etc.
Inbound marketing targeted people which interested in your products.
“In the digital age, inbound marketing is the clear winner when it comes to generating leads, winning customers, and closing sales. This is because inbound marketing focuses on being helpful – and today’s prospective buyers want to do business with companies that understand their needs and can provide real solutions.”
Your content keeps them coming back for more, and they become long-term customers and brand advocates.
According to Hubspot inbound marketing methodology
Inbound Marketing is the best way to turn strangers into customers and promoters of your business.
By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive. Now that’s marketing people can love.
“If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing by reading this book.” – Guy Kawasaki
This statistic will show you why Inbound Marketing is Winner!
According to Search Engine Journal, inbound leads cost 60% less than outbound leads.
Here’s how greatest marketers defines inbound marketing:
“Rather than doing outbound marketing to the masses of people who are trying to block you out, I advocate doing “inbound marketing” where you help yourself “get found” by people already learning about and shopping in your industry…the best analogy I can come up with is that traditional marketers looking to garner interest from new potential customers are like lions hunting in the jungle for elephants. The elephants used to be in the jungle in the ’80s and ’90s when they learned their trade, but they don’t seem to be there anymore. They have all migrated to the watering holes on the savannah (the internet). So, rather than continuing to hunt in the jungle, I recommend setting up shop at the watering hole or turning your website into its own watering hole.”
“Some of you might be wondering: Why come up with the term “inbound marketing” anyways? Didn’t the world have enough marketing terms already? Was a new term necessary? I have wondered that a lot—back then, and even now. When we first coined the term inbound marketing (this was 8 years ago, three years before we published the first book), we were looking for a way to describe the set of marketing activities that we considered organic and empathetic. The activities themselves existed long before we ever came along. Savvy marketers had being doing SEO, social media, blogging—all the things that were the opposite of pushing messages out to people that they didn’t want. But as it turns out, there really wasn’t a term to capture that collection of activities. So we made one up and start calling those activities “inbound marketing.”
“I just really like inbound marketing because I get really tired of saying SEO and social media and content marketing and email and CRO and branding and PR and all the other things you can do on the web to earn traffic and attention that don’t directly cost money.”
Inbound Marketing Channels
Inbound marketing channels are cost-effective & delivers better ROI & allow organizations to see how a campaign is performing in real time.
Here, I’m discussing 6 elements of a strong inbound marketing strategy which will help your business to get found online.
#1: SEO (Search Engine Optimization)
SEO or Search Engine Optimization is one of the important marketing strategy in order to get found on search engine results pages (SERPs).
SEO is a combination of art & science in order to optimize your website’s content & structure & increase visibility in search engines.
You must create engaging content to your readers or human visitors which satisfies their query and can be found by search engines. Redears First, because they are the main consumers of your content they just use search engines to find your work.
In Search Engine Journal’s Words, “SEO isn’t dead. However, it is evolving rapidly and changing daily. SEO now brings together a host of different disciplines: search optimization tactics, social media marketing, local marketing, copywriting, conversion optimization, and content development.
In other words, in order to rank well and compete in the digital world, entrepreneurs and businesses have to embrace a wider range of online marketing disciplines than ever before.”
93% online experiences begin with a search engine.
Approximately 72% users ignore the paid result & focus on organic results.
#2: Paid Search or PPC
When a user search a query and hit enter, search engines (Google, Yahoo, Bing) return two kinds of results to users- organic results and paid results.
Some marketers claiming that paid search or PPC is not the part of inbound marketing strategy. But from my perspective Paid search is technically a part of the inbound marketing family because PPC ads are not interrupting another activity.
#3: Content Marketing
Now that you’ve got visitors in the door (website) through PPC and SEO, Now what? – You need to provide them something to drink, aka content.
If you want to get potential leads & convert them – Create fresh and useful content and promote it. Never Forget this Phrase – “Content Is King”
Create a blog: You should understand the importance of blog because a quality blog is one of the most effective ways to market a business. Blogging will help you attract new visitors, gain returning visitors, and convince warmer leads.
Blog is a hub which includes industry news, informative content, tips/tricks, product/service information & insights to keep your audience informed and prove that you’re a thought-leader in your industry.
The only thing blogging costs you: your time.
B2B companies who regularly publish content, generate 67% more leads than those that don’t.
Blogs are 63% more likely to influence purchase decisions than magazines.
#4: Social Media
So you’ve created a blog, wrote a great piece of content and published it on your site, and now what will you do? Your work is not completed yet, so there is still some work left to do before you sit on a beach and enjoy your drink. What is that work – Attract New Readers to your content!
Social media platforms – Facebook, Twitter, LinkedIn, Instagram etc. are the great way to attract new and returning visitors. You just need to share and promote your content on social media.
You will get new likes, shares, retweets, and followers.
67% of B2C marketers have generated leads through Facebook.
#5. Email Marketing
Email marketing is the most popular inbound marketing channels among B2B leaders as a marketing tool (81%). Email marketing is affordable, measurable, generate higher ROI, builds close relationship.
Email is the most direct & popular medium to communicate with customers. Understand the power of email & use this tactic to get qualified customers & driving sales.
A recent study concluded that email is almost 40 times better at acquiring new customers than Facebook and Twitter.
ROI from Email marketing is approximately $44.2 per $1 spent.
#6: Mobile Marketing
We live in the age of Mobile, so we can’t afford to miss this channel. Mobile marketing is currently the best and effective tool to connect with your target audience as the ratio of consumers using smartphone is constantly increasing.
So you must optimize your marketing for mobile devices.
50% of e-commerce website traffic comes through the mobile device.
70% of people would like to receive offers on Mobile devices.
In order to get more out of these channels, you need to use these channels together (integration).
It’s a basic introduction of inbound marketing strategies, in our upcoming articles we’ll discuss in-depth concepts of these channels. Do you like this article? Why not to tweet it – Click to Tweet
Please share your suggestions in comment section below!
This post was originally published in http://marketingdrinkx.com/time-to-say-yes-to-inbound-marketing-strategy/ by Pawan Kumar