I know what you’re thinking. What the heck is inbound marketing? Apologies for the marketing mumbo jumbo – let me explain.
You’ve heard us talk about digital marketing and online marketing, and those terms are more or less self-explanatory from the context they are used in. Inbound marketing is often used as a synonym for those terms, and it refers to marketing activity that draws customers to your website or your business. The opposite would be outbound marketing, sending materials out to customers’ doorsteps, etc.
Hubspot has a fantastic article that describes the various stages of inbound marketing if you’d like a more in-depth look at the ins and outs. (After you finish reading our post, of course!)
Attract the Right Customers
In a previous post, we talked about the difference between “the shotgun approach” often involved in outbound marketing – sending out marketing materials to everyone and anyone and hoping that it eventually lands in the hands of someone who’s interested. Inbound marketing allows experienced marketers to draw in target customers who would be interested in purchasing your product or service. These laser-focused strategies offer a higher ROI. With inbound, it’s no longer a “market and wait” approach, it’s a hands-on strategy with plenty of analytics and the certainty of being visible to clients. Another advantage of this approach is that sometimes the target audience doesn’t even know that you’re trying to sell them anything! It’s a very natural marketing and sales process.
Lead Generation with Less Effort
The importance of lead generation cannot be overstated. Inbound marketing makes lead generation easier and more trackable. Imagine you have content on your website that would be of interest to your target audience. Even if that person is not quite at the purchase stage, perhaps they’ll sign up for a newsletter, subscribe to your blog, and/or follow you on social media. Just because they haven’t purchased quite yet doesn’t mean they’ve lost interest in you. With inbound marketing, you’ll have repeat opportunities to draw their interest, stay top of mind, and reel them back in for conversion later on down the line.
In marketing, we know that it’s more costly to attract new customers than to retain old ones. Inbound marketing and the valuable content that we provide makes for a positive customer experience. When customers are happy, they’ll leave good Google reviews and keep coming back themselves. That means that not only will they be repeat customers, but they’ll also help drum up more business on your behalf. That’s the dream!
These are just a few reasons why we believe in the power of inbound marketing. If you want to learn more about how to implement those strategies on your own website, contact us today.