Perhaps you’ve heard of Inbound Marketing. (If you are a regular reader of this blog, I know you have!)
Inbound is a marketing method that helps your customers find your company in an online search, instead of your competition. Inbound features informative and entertaining content on your website that attracts the kind of customers you are looking for as opposed to the spray-and-pray of commercials and ads using traditional media that you’ve relied on in the past.
It’s no secret that customers buy differently today than they did 10 years ago. With the proliferation of the internet, consumers have more choices to research products and companies BEFORE THEY BUY. Traditional media like radio and newspaper lost their influence several years ago. In fact, Pew Research just reported that more people are getting their news from Twitter and Facebook than ever before. (This is an important article. You can read about it here.) As a result, those late news TV commercials just don’t have the same reach and impact as they once had.
It is easy to implement an inbound marketing plan?IF you connect the dots and put together a campaign that nurtures your relationship with your prospects, leads them down the path to purchase and converts them into customers.
Inbound marketing is like a comfortable chair. With four legs, a seat and back support, a chair supports a person safely and comfortably. Whether for reading, playing cards with friends or basking under the summer sun, the right chair becomes the go-to place to sit for the appropriate activity.
Inbound functions the same way. There are four essential elements in an inbound strategy. These elements, when combined together in the proper way, create a long-term organic strategy for your website that pulls people toward your business.
What are these elements?
- Keywords that resonate with your buyer personas
- Content for your website using the appropriate keywords (a combination of a blog, white papers, eBooks, tip sheets, YouTube videos)
- Social media distribution
- Email marketing
Because inbound is a strategy that nurtures your prospects and converts them into leads, your actions must include something from each category: relevant keywords, compelling content, social media sharing and email marketing.
Each work alone to a small degree, but they work much better when they work in conjunction with one another.
Creating and implementing a strategy doesn’t have to be hard. Using an all-in-one software platform like HubSpot puts everything together and provides analytics so that you can chart your progress. After all, if you don’t measure your results you have no idea what is and isn’t working.
Your customers are looking for you online. Do you have an inbound marketing strategy that helps them FIND YOU instead of your competition?
If you liked this article, you might also like:
- Solving the Inbound Marketing Puzzle
- Tactics V. Strategy: Which One Are You Using in Your Inbound Marketing?