Over the years, marketing has drastically changed. Even though traditional marketing still exists and plays a part in the overall process, understanding inbound marketing basics has become essential. Nowadays, it’s a smart choice to pair inbound marketing with traditional marketing.
What is Inbound Marketing?
Traditional marketing is a push strategy. It’s a way in which companies find and reach customers. On the other hand, inbound marketing is a pull strategy. Rather than reaching out, customers are drawn to you.
The foundation of inbound marketing basics lie in adding value for users, as opposed to bombarding them with marketing messages. Companies provide value in the form of effective content that benefits customers. Many people go online to find a solution to a specific problem they’re experiencing. Inbound marketing relies on solving problems, or providing users with valuable information upfront, then strengthening engagement with them afterwards.
When users appreciate content you provide, it develops trust. They want to hear from you more often, and have an increased interest in the products or services you offer. It’s far easier to engage customers when they come to you already looking for solutions. Eventually, this boosts your sales.
The following are key steps to the inbound marketing process:
- Start by drawing visitors to your business website.
- Convert those visitors into leads.
- Cause them to make purchases by closing the leads.
After the above steps, you engage more often with visitors, while continuing to provide solutions to their problems. This maintains loyalty to you, and users share your brand with other people. As a result, sales increase, while the need to prospect for new customers slowly decreases.
Techniques Used in Inbound Marketing
The exact techniques used in inbound marketing vary depending on the type of business, its customers, and end goals. Below are some common inbound marketing techniques:
- Content Marketing: Content marketing is at the heart of inbound marketing. The business needs to create useful content in order to attract customers.
- Search Engine Optimization: The business website must be well optimized for user visits. Several search engine optimization techniques are used to ensure success.
- Social Media Marketing: A strong social media presence is important if you want to engage and attract customers. It’s also a good way to understand the needs and expectations of potential customers.
- Email Marketing: You can keep in touch with customers via email marketing, but don’t spam them. Instead, use permission-based emails they agreed to receiving.
When put together, the above-mentioned strategies form effective inbound marketing techniques that transform the way a business promotes products and services. Results may be slow, however, when done correctly, inbound marketing basics may also result in a reduction of expenses.