Today we’ll talk about inbound marketing and its objectives, strategy, and operation. With this technique, companies try to attract customers instead of imposing their products on them.
In 2021, the main objective of marketing is still the same as it was in 1920, i.e., to acquire leads or sales by promoting a product or service. However, the way people obtain information today has nothing to do with how it worked in the past. That is why marketing is constantly changing and new techniques are emerging. Among them is inbound marketing. But do you know what inbound marketing is?
Thanks to the Internet, space has become unlimited. You can have an infinite number of web pages, blog posts, and content offers. But even with all that content, it is much more difficult to capture the attention of internet users. The main idea behind inbound marketing is to create your brand identity in a way that attracts and converts customers. In today’s increasingly sophisticated consumer economy, inbound marketing plays a more important role than ever.
What is inbound marketing?
Inbound marketing is a term introduced by software publisher HubSpot. In this marketing approach, a company tries to attract its customers and potential consumers instead of imposing its products and services on them, using push marketing advertising and promotional techniques. User-centric and user-oriented, inbound marketing is based on techniques to attract users, convert prospects, close deals with them and satisfy all customer needs.
It is important to note that inbound marketing is a strategy that uses many forms of marketing: content marketing, blogging, events, SEO, social media, and more to create brand awareness and attract new business. The goal is to create content that provides information and value to the people you want to attract to your brand. Unlike traditional marketing, where marketers try to find customers, inbound marketing grabs the attention of customers and makes the company easy to find.
Setting up an inbound marketing strategy is more about drawing your audience to you rather than intrusively seeking them out. You attract your consumers instead of grabbing their attention. Today, before consuming, the prospective user will research their need or problem, as well as the solutions that can solve it. This is where creating relevant, optimized, and targeted content plays its role. The idea is not to attract everyone, but only people who might be interested in your product or service.
How does inbound marketing work?
The important thing is not only to know what inbound marketing is, but also how it works. Most forms of inbound marketing tend to work by generating and directing leads through a sales funnel. This strategy aims to build trust between customers and the brand by providing them with increasingly valuable content in exchange for a higher level of interest and engagement. This process works as follows:
- Content, including blog and social media content, is published online. This content is optimized to be discovered by people who can find value in it.
- At the end of each piece of content is a call to action that prompts the reader to take a specific step. For example, an article published on the Internet may encourage a reader to visit the company’s website. The website may have a link to subscribe to the newsletter.
- Increasingly, quality content is being offered in exchange for customer information. Site visitors subscribe to the email list by entering the email address in exchange for exclusive content such as a guide, webinar, or e-book.
- Once a potential buyer has unsubscribed their email address, you can use your mailing list to build trust with the buyer and ultimately encourage them to purchase your item or contact you to discuss your service or product.
Why is it important?
Inbound marketing is a very powerful strategy because it has the power to provide consumers with exactly the answers they are looking for when they need them. It generates trust, reputation, and authority in any niche where it is practiced. Also, after knowing what inbound marketing is and applying it in your company you will get shorter sales time, more qualified leads, and easier sales for your sales team, as well as more customers. You just have to adapt and create a strategic content strategy that fits your brand personality.