Inbound marketing involves attracting a customers’ attention by creating customized experiences. The marketing strategy contrasts with outbound marketing, which pushes products and services on to customers. It relies on gaining the trust of customers rather than persuading them to make a purchase.
Studies have shown that inbound leads cost 60 percent less for companies as compared to outbound leads. By incorporating them your sales team will drive better results through inbound marketing techniques.
What Is Inbound Marketing?
Inbound marketing is all about attracting targeted and qualified prospects using valuable content and interaction. The approach involves using several different techniques to attract, convert, and delight customers. It involves attracting the interest of customers who need the product or service.
1. Valuable Content
The content is being targeted to existing and potential customers at various stages of the buying strategy. The strategy helps improve brand visibility by engaging with online audiences.
2. Email Newsletters
Email campaigns are also an integral part of an inbound marketing strategy. It involves sending informative emails to a list of online subscribers. One study had found that customized email campaigns lead to about a 760 percent increase in online revenues. The marketing strategy also helps in improving customer loyalty and retention.
3. Search Engine Optimization (SEO)
Search engine optimization (SEO) refers to optimizing the company website to rank high in search engines.
With billions of people searching for information on Google each day, it represents a goldmine for companies that want to attract customers’ attention. Optimizing a website to improve ranking in search engines will have a tremendous effect on improving companies’ brand visibility and revenues.
4. Social Media
Social media marketing is yet another inbound marketing tactic. It involves promoting goods and services on Facebook, Instagram, Twitter, LinkedIn, and other social media websites. Statistics show that about 71 percent of customers who had a positive experience with a company through social media are likely to recommend its products and services.
5. Influencer Marketing
Influencer marketing is a great way to boost the online visibility of a company’s products and services. The strategy involves collaborating with individuals with many online following on social media sites to improve the visibility of the company’s products and services.
Why Inbound Marketing Should be An Integral Part of Your
Inbound marketing is more effective as compared to the traditional marketing strategy. The ROI of the marketing strategy will be more for a company. Let’s take a look at some of the ways companies can benefit from an inbound marketing strategy.
1. Generate Qualified Leads
One of the main benefits of an inbound marketing strategy is that it helps sales generate qualified leads. The marketing strategy pulls individuals who are genuinely interested in your company’s value proposition.
Inbound marketing allows prospective to come to the company on their own. It doesn’t make them feel compelled to take action due to the continuous bombardment of marketing messages. As a result, the marketing strategy makes it easy for salespeople to convert leads into customers.
2. Improves Brand Image
The inbound marketing strategy also helps a company to improve its brand image. The marketing strategy leads to improved customer perception of the brand.
Providing valuable content that addresses the pain points of prospective customers leads to a positive experience. It positions the company brand as an expert or leader in the field.
The positive interaction and perception of the brand will allow your company to gain a competitive advantage. It will lead to increased customer loyalty that will maximize customer lifetime value (CLV).
3. Build Customer Trust
Inbound marketing is an effective strategy to gain trust. By providing valuable information and focusing on creating positive interactions, a company can build rapport with prospects. It leads to creating a long-term business relationship that will positively impact the company’s revenues.
Inbound marketing is much less costly as compared to traditional advertising. The marketing tactic does not involve spending millions of dollars. It is leaner and more focused, resulting in a positive ROI for the company.
Inbound marketing should be a vital part of your digital marketing strategy. It will drive more results than the outbound marketing strategies such as cold calling, online and physical advertising. The strategy will draw in more customers and help build a positive brand image.