What is Inbound Marketing? The Full story!


A term that has recently become very common in business is Inbound Marketing. So ‘What is inbound Marketing?’ The way in which consumers purchase goods and services has changed dramatically over the last decade. Inbound marketing has come about in response to this change. Traditionally, marketing has consisted of outbound methods such as TV, radio, newspaper ads, cold calling and Yellow Pages. So what’s the main difference between inbound and outbound methods of marketing? Outbound is what happens when you use advertising to go out and FIND CUSTOMERS. Inbound is what happens when you educate and promote your business in a manner that allows CUSTOMERS to FIND YOU! The exciting thing about inbound marketing is that it REALLY DOES help customers to find you and ultimately grow your business. Why is Inbound Marketing winning the day? Outbound methods of marketing are no longer as effective with consumers and the return on investment has greatly reduced. With the digital age, consumers can, and do, research online before making a considered purchase. The great thing about Inbound marketing is that it is comparatively inexpensive… It is very effective at empowering your buyers rather than interrupting them and it utilises your website content, as well as social media platforms, to help your customers to find you. When done properly, the return on investment from inbound marketing way outperforms outbound marketing methods. Where to start with Inbound Marketing? The inbound marketing process begins with a great website. You want a fully functioning search engine optimised website to be part of this marketing revolution. Inbound Marketing helps your website drive the returns you are looking for. If you don’t have a website with great quality content, your chances of attracting prospects are much slimmer and if they do manage to find your website they will most likely be met with content that offers no benefit to them- in effect a dead end! You will also need to have a strong social media presence. By this I mean that you need to engage with users regularly on your social media channels such as Facebook, Twitter, LinkedIn, to answer questions, educate and inform your prospects, leads and customers. Ideally, every week you want to create a blog that discusses a pain point, or problem, that your buyers will be experiencing. You then want to present solutions in the form of a guide or a downloadable resource that offers expert and impartial advice to further engage and convert them. Relevant content that also has context will help you find new prospects online, nurture relationships and build trust. Why should I create great and unique content? Great and unique content created with a particular buyer in mind will attract potential customers and build trust in the products and services that you supply. A regular blog can also establish you as an expert or thought leader in your industry. Making sure that all your content is SEO optimised when created is key to people finding you when they’re searching online for your industry product or service. The buyer’s journey In this digital age consumers are doing their own research online when buying a high-value product or service. If your product or service has a long buying cycle then you will want to nurture your leads at every given opportunity along the buyers journey to educate them and build trust so they choose you over your competitors. The buyer’s journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase your product or service. Today’s consumer is steered towards social media and search engine results where they will find the information they are looking for in the form of relevant and quality content, guiding them through the buyer’s journey to ultimately choose to consume your product or service. To learn more about the buyers journey and how to take your website visitors along this road please check out our blogs. Are you doing enough? The question you need to ask yourself is, “Are you doing enough with the digital marketing tools you have available to you? Your website content and all the social marketing channels available will help attract strangers to your website, then convert them in to leads and in turn to your ideal buyers. Inbound Marketing isn’t a fad and it is rapidly growing in strength. It is the most powerful way to market your business and if you want to grow and become the most successful in your field then you will want to embrace this movement in the world of marketing. Inbound marketing needs to be used to your advantage, it needs to be an essential element in your overall marketing strategy for your business to stand out from the crowd and generate the returns and growth you are looking for. Inbound Takeaways Some takeaway pointers for businesses thinking about Inbound Marketing are…. The way consumers make buying decisions has evolved with the emergence of the digital age. When done properly the return on investment from inbound marketing way outperforms outbound marketing methods. It all starts with a great optimised website, great content and a strong social media presence Inbound Marketing enables you to help strangers become aware of, convert them to leads where they will consider and evaluate to ultimately decide to buy your product or service over your competitors If you haven’t the resources to do Inbound then as Inbound Marketing specialists we are positioned to help you to achieve your goals and drive the growth you are looking for. Thanks for listening. For more free top tips and advice in growing your business visit exubra.co.uk

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