Importance Of Inbound Marketing In Your Business
In today’s world, people seem to disgust commercials popping up in the middle of their much-loved TV shows. Again, waking up to an inbox full of promotion emails from brands you never subscribed to is maddening. All these suggest traditional marketing is becoming obsolete and ineffective.
As to keep up with the changing marketing strategies, businesses are embracing inbound marketing. This is a business methodology that aims at drawing potential customers to your brand instead of sending them unsolicited messages. Mostly, it focuses on creating valuable content that brings potential customers or visitors to your business.
INBOUND MARKETING VS OUTBOUND MARKETING
Traditional marketing involves getting prospects’ attention through putting your message out, hoping to attract your target audience. This is outbound marketing, and consumers are looking for effective ways to block these unsolicited promotions; cold calls, email flyers and TV/ radio advertising. And to make it worse, ad-blocking, caller ID and spam filters have managed to do exactly that.
Introduced in 2005, inbound marketing came as an alternative to the failing efficacy of outbound solutions. The intent is to learn the buyer’s journey and create content based on individual needs. Generally, customers know what they need to buy, from who and whether it is being advertised or not. Hence, inbound marketing tends to answer customer questions and deliver momentous experiences.
HOW INBOUND MARKETING PROMOTES BUSINESS GROWTH
Inbound marketing uses specific keywords, blogging and social media platforms to deliver unique advertising approaches. While its benefits may seem indirect, it is the most valuable marketing technique compared to ‘pushy’ advertising. Here is how inbound marketing can promote your business growth.
- Reduces marketing expenses: Mass marketing is often costly and risky. Inbound marketing tends to create a more focused advertising, which is cheaper and with a higher ROI.
- Promotes trust and credibility: Empowering customers to conduct their own research about your business helps build trust among them. This leverages social proof to eliminate risks customers may correlate towards your brand.
- Quality traffic and leads: Besides creating brand awareness, inbound marketing helps generate leads and traffic in a more targeted manner. Here, you only attract leads likely to buy from you.
- Room to learn and evolve: Interacting with your customers on social media enables you to chat, answer their questions and read through their feedbacks. In turn, you get to understand how to improve and grow your brand.
INBOUND MARKETING STRATEGY
When looking to execute inbound marketing in your company, you have an endless list of ways to achieve it. However, having a well-thought strategy enables you to get the best out of this unique marketing opportunity. Begin with learning about your customers’ needs and align them with your marketing content. Below are the four stages to an effective inbound marketing strategy;
STAGE ONE: ATTRACT VISITORS
The first step is to attract potential leads and let them understand your business. Create content that offers value and ensure it reaches your audience. Your content may include blogging, published case studies, guides, Google Ads and making useful videos about your brand. Also, ensure you optimize your SEO and share, and engage your social media followers.
STAGE TWO: CONVERT VISITORS INTO PROSPECTS
Encourage visitors interested in your content or brand to find out more. In this stage, use landing pages, opt-in forms and call to action (CTA) buttons to convert visitors into leads. This enables you to engage them and show them how your business will benefit them.
STAGE THREE: NURTURE LEADS INTO CUSTOMERS
The goal is to attract new people into your business by communicating and convincing them to buy from you. Here, reach out to your leads and illustrate how your products or services can help them. Use email marketing, customer relationship manager (CRM) and marketing automation to nurture your potential customers. This is the stage where you let them take action and buy from you.
STAGE FOUR: OBLIGE CUSTOMERS
Inbound marketing also plays a critical role in promoting customer retention. Most of your customers will turn into promoters and build your brand. To achieve this, delight customers to enable them to leave positive reviews. Make them generate great word-to-mouth to help you attract more visitors and prospects. Oblige your customer using live events and webinars, excellent customer support, surveys, and social listening.
GET STARTED WITH INBOUND MARKETING TODAY!
Throwing promotional messages blindly can harm your business. Integrate inbound marketing and create targeted content to build a long-lasting relationship with your customers. This helps you have a positive brand reputation and achieve your business goals. Contact Adaptive Marketing to learn more today!