What’s the Deal With…Inbound Marketing?
As technology alters business practices, many companies are turning to inbound marketing in an attempt to attract new customers. Rather than try to find potential leads with expensive outbound marketing strategies, companies can use inexpensive inbound marketing campaigns to increase their discoverability, allowing potential clients to find them.
The goal of inbound marketing is to create brand awareness and establish a presence within a particular industry. Ideally, when they achieve this goal, companies won’t have to track down new customers or chase leads. Instead, clients will want to bring their business to the company, and associate with its “cool” brand.
All this is inbound campaigning is enticing, especially for startups and SMBs. The possibilities are endless. As more customers are going digital, and taking advantage of the Internet, more companies should be doing the same.
Inbound marketing isn’t just a trendy tech term. There are specific practices that have proven successful marketing campaigns:
Many organizations use blogs to drive traffic to their websites. Whether it’s an informative article about a product, or a provocative piece about a trending topic, blogs allow organizations to produce as much creative content as possible.
Like it or not, the vast majority of customers communicate in social spaces like Facebook, LinkedIn, Twitter and Instagram. It’s important—and often free—for organizations to establish a strong social media presence.
SEO, or search engine optimization, is a way to ensure your organization’s content is easily searchable and shows up in the top search page results. There are various ways to improve SEO, including effective keyword analysis.
One way to build a strong brand presence is to organize webinars around relevant topics. If you’re in retail, for example, structure a webinar around the benefits of Power BI.
Want to engage your consumer base with intriguing content? Schedule a weekly podcast to discuss the trending topics of the day. Invite industry experts to share their thoughts. Most people use podcasts as an alternative news source, or a stimulating way to pass the time on their daily commute or during their lunch hour.
Why bother with inbound marketing if there won’t be any gains in the long-term? This is a reasonable concern, and it should comfort companies to know that adopting these practices will only increase sales, over time. An intelligent inbound marketing strategy saves a company substantial sums of money, while creating a “cool” brand that every customer will want to experience.