There are many different ways to market your company’s products or services, but they don’t all bring the same results. While having multiple marketing techniques is important for thoroughly promoting your company’s content, few strategies bring in as many qualified leads as inbound marketing.
Inbound marketing focuses on seamlessly blending your content into the day-to-day lives of your customers and audience members. By naturally attracting potential clients to your company when they need information, want a question answered, or want to learn more about you, you can collect high-quality leads without needing to be disruptive.
There are many other benefits to creating an inbound marketing strategy. Let’s take a look at five of the biggest.
Before inbound marketing was popular, you could create a traditional advertisement, like a commercial or magazine ad, and you’d probably get a few new customers. While these kinds of ads can still be useful to some, customers are more aware of advertisements than ever before. Because they don’t like to be sold to, they ignore these advertisements or sales calls.
Inbound marketing focuses on creating content that is helpful and available whenever the potential customer needs it. While it’s still a form of marketing for the company, it focuses on providing a value to the audience — not just selling a product. Customers will be much more open to this kind of marketing over the kind that feels pushy or seems like a hard sell.
A potential customer’s purchasing decisions revolve almost entirely around trust. In order to convince someone to buy from you, you need to first convince them that you’re capable of solving their problem. Traditional marketing strategies focus very little on establishing trust and instead only focus on making a sale.
Inbound marketing aims to help customers do their own research, find their own information and come to their own conclusions. Because you’re simply presenting various bits of information that will help them make a decision, customers and clients don’t feel like they’re being sold to. This means when they go to make a purchase, they’re more confident in their decision and your qualifications.
With a traditional marketing strategy, you could spend a lot of time making cold calls, printing new advertisements and actively looking for new business. This means you’ll either need to hire sales professionals to focus only on closing sales, or you’ll need to spend less time doing what you do best. Unfortunately, neither of these strategies works very well.
But inbound marketing presents you with a much more efficient option. While creating and maintaining an inbound strategy will still cost you some time and resources, the content you post can continue to generate new leads months or even years later. The biggest long-term benefit of an inbound strategy is that you’re constantly growing the number of potential clients you could reach — something that isn’t true of traditional marketing.
If you want to attract new customers, you first need to make them aware of your brand. If they don’t even know that your company exists, they won’t be able to purchase from you. But with the amount of content online, it can be difficult to get members of your target audience to notice you. With up to 80 percent of people ignoring paid advertisements on Google, you can’t just pay to have your brand noticed.
An inbound marketing strategy considers what your target audience is looking for online, how they’re searching for it, and what will entice them to click a link and come to your website. With this thorough understanding of your target audience and how they’re using the Internet to find solutions, products or services, you can increase awareness of your brand so you have a new pool of potential customers.
When it comes to promoting your content online, all the components of your marketing strategy need to support each other. While it can be time-consuming to consider all the different platforms for promoting your business, improving one can also improve another. This is the case with inbound marketing and SEO.
Because inbound marketing focuses on bringing qualified leads to you when they’re searching for your information or content, it can improve the popularity of your website. More people coming to your page and engaging with your content translates to more authority in search results. If you can show Google and other search engines you’re providing content worth reading, your website will move up a few rankings — improving both SEO and your inbound strategy.
Inbound marketing is one of the most important strategies for companies of any size. As more customers are researching their buying options through search engines and social media sites, you need to be sure your company is presenting them with the best materials to stay in the game.
Your inbound marketing strategy should consider the needs of your target audience and the customers you’re trying to attract. Your goal is to create strategy around what your audience needs, what they’re looking for and how they engage with companies and brands online.
When inbound marketing is done well, you will not only be able to attract people’s attention and bring them to your site, you can also create long-lasting relationships — something you can’t really do with traditional marketing.
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