- December 23, 2016
- Posted by: admin
- Category: Digital Marketing
Inbound Marketing Simplified
The best way to understand inbound marketing is to understand outbound marketing.
Outbound marketing uses traditional marketing methods like print advertising, telemarketing and trade shows. In today’s world, it’s perceived as baiting and hunting down customers rather than getting found by those who need your products/services and giving them full power of decision.
Opposite to outbound marketing is Inbound marketing. In fact inbound marketing is a more refined version of internet marketing. It’s about activating your brand and offers to get found by your customers. It focuses more on earning people’s interest rather than buying it.
Does outbound marketing still work?
Opting outbound marketing these days is lot less effective and in fact 67% more expensive as compared to inbound marketing. It’s like fishing in murky waters where there used to be a lot of fish (in 80s). Now fish have migrated to different waters (internet) except a few of them. In order to catch the few left ones, you have to bait more and wait more. Or else you can move to new waters where there are plenty of fish.
So what exactly is inbound marketing?
Inbound marketing could be one online marketing method or a combination of various online marketing practices. It depends on what your marketing goals are; in broader sense what your business goals are. Ideally, a combination of online marketing methods works best. Google AdWords, search engine optimization (SEO), conversion rate optimization (CRO), content marketing, social media marketing and email marketing are combined to achieve the following goals.
1) Let people find your business online easily and so you can get leads easily
2) Nurture and convert leads
3) Analyze and improve 1 and 2
Here is how the above mentioned online marketing methods are connected in inbound marketing.
The most essential and vital exercise for an Inbound Marketing is via content creation. As content marketing revolves around every online utility (whether it’s social media sites or search engines), content is the very building block of inbound marketing. In SEO, content helps increase website traffic. According to a survey, companies that used blogs to pass on information and help general users got 55% more traffic on their websites. When a prospect is searching for help and advice they go to Google, type in what they want to find out and discover your content. This cycle is used to generate leads which can then be converted into sales. Social media is the very fuel that your content needs in order to get more reads and shares. Social media acts as a catalyst in content promotion and getting bigger traffics to your website.
On the other hand, you can do AdWords to attract highly targeted and potential traffic to your site quickly. Leads from AdWords are highly potential and as per Google, average business scores 1 conversion out of every 4-5 clicks. SEO takes time as it involves building online reputation and earning more links to your site through content marketing. For a startup business, waiting and investing can be difficult without much business coming in; AdWords provide perfect solution to those new businesses.
A must do thing for any business is to optimize its website for better conversions. Whether you do AdWords or SEO, the last thing you want as an advertiser is high bounce rate. Becuase once you have successfully brought traffic to your site, you have to successfully get their information so they become leads. A clear, attractive and call to action featured website design and structure helps you get leads and minimize bounce rate. Conversion rate optimization emphasizes on improving your website for more conversions.
When the leads are coming to you, you have to nurture and protect them by sharing right information on the right time. Email marketing helps you do that. Marketing and promotional emails and newsletters helps you stay connected to your leads/prospects.
Inbound Marketing is the new black – It’s certainly time to think of a new strategy to reach prospects as we live in a super connected world.
If you wish to know more about how you can use inbound marketing for your business, consult free with our inbound marketing experts today.