Have you ever been interrupted by an online advertisement while focusing on reading an article? The answer is definitely positive. How did you feel then? Did any of those ads persuade you to take the desired action or even make a purchase? That’s what outbound marketing pursues. It generally distracts the audience’s attention from what they are looking for. On the other hand, inbound marketing is the term that circulates in the business world for nearly a decade. Unlike outbound marketing, it draws people’s attention just when they need help trying to find a solution to an existing problem. In this post, we will give you an overview of the inbound marketing definition and the foundations.
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Inbound Marketing Definition
According to Hubspot, inbound marketing is a business methodology that attracts customers through creating valuable content and experiences that are tailored to users’ exclusive needs and the buying journey. In other words, it emphasizes strategic, problem-solving content rather than interrupting content, which is normally associated with outbound marketing methods.
Inbound marketing is so powerful because you have the power to give the searcher/consumer exactly what answers they are looking for at the precise point that they need it. That builds trust, reputation, and authority in whatever niche you are practicing this form of marketing in.Joshua Gill, Inbound and SEO Marketing Consultant
Inbound Marketing Basics
Inbound marketing takes a holistic approach to ease your audience’s pain through targeted content. This is a long-term process that requires infinite patience, perseverance, and insights. To implement an effective inbound marketing strategy, first, you need to know how it exactly works. Here’s a brief overview of the basics that define inbound marketing.
Analytics & SMART Goals
Analytics is a vital key to the success of any inbound marketing strategy. If you fail to constantly keep an eye on the marketing goals you’ve already set, it will be difficult for you to move on the right track. Analytics helps you understand how effectively you implemented your marketing strategy. By setting goals and monitoring how well your business can fulfill them, you can ensure that your inbound strategy is working. It also helps you avoid traps like creating redundant content that sees no interaction. Moreover, keep your goals SMART; that is Specific, Measurable, Attainable, Relevant, and Timely. By setting SMART goals and continual analysis, your inbound marketing strategy can drive your business growth in the long run.
Quality Content Creation
Quality content is the essence of any inbound marketing definition. With valuable content, you can build trust with your audience, enhance conversions, connect with customers, and generate leads. And, nowadays, customers expect informative, consistent content from their favorite brands. You need to carefully inspect what your target audience needs and looks for. You should touch their main pain points in a sensitive and empathetic way. They may be just a visitor to your website looking for some sort of handy tips, or they may be your returning customers having problems with your current product or service. Anyway, if you create and deliver helpful, supportive content regularly, you will have a great chance to form long-lasting relationships with your customers.
Most marketing models conceive customers as an outcome — nothing more, nothing less. However, with the flywheel marketing model, you use the impetus of your satisfied customers to drive referrals and repeat sales. Principally, your business keeps turning and turning. It’s quite obvious that no one will promote your business all at once. At first, everyone is just an outsider suspicious of your business. Then, they gradually get to know who you are and follow you on your marketing channels; later on, they feel the experience you give them with your products or services. And ultimately, if they are fully satisfied, they turn into eternal promoters of your brand. This cyclic approach to marketing helps you create effective strategies at each stage of the marketing funnel.
Inbound marketing aims at creating a two-way, multi-channel connection between you and your customers. Rather than running a single start-and-stop campaign, inbound marketers follow their target audience in a variety of channels all at once. These include web pages, landing pages, blogs, social media, press releases, podcasts, etc. For launching a successful multi-channel marketing strategy, you need to identify the buyer persona and the buyer journey, select the best channels, and create exclusive, targeted messaging for that persona. It’s crucial to play by the rules of each channel; but meanwhile, you need to ensure consistency across all channels.
Help Potential Customers Find Your Business
Unlike outbound marketing that hunts for customers, inbound marketing seeks more visibility to attract more potential buyers automatically. It’s the process of helping potential customers find your business in the crowd. This often occurs even before the customer is willing to make a purchase. However, making contact early can result in brand awareness and, ultimately, more leads and revenue. Inbound marketing makes you attractive to customers in a way that they don’t feel like they’re being sold to. They turn to you to have their problem solved, find the answer to a question, or just get entertained. With a robust inbound marketing plan, you can engage your customers with your brand at any time.
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