When was the last time an advertisement caught your attention? Was it a catchy line, a useful product you noticed on social media or a random commercial that popped up during a movie? For most reading this blog, the answer is likely the former. Content tailored to our interests manages to invoke our curiosity and as a result, we click on it. In marketing terms, this is known as generating traffic and is the basis for driving profitability.
Inbound marketing techniques are the easiest and most affordable way to achieve this, hence brands make use of them. Companies like Salesforce are reigning on top due to their socially powered marketing strategy which is largely customer-centric. This blog will shed some light on the basics of inbound marketing and will help you understand why this is the best way to attract customers - read on to learn more.
What is inbound marketing?
Inbound marketing plays an effective role in bridging the gap between a brand and its audience. It aims to attract customers by familiarising them with the business using a plethora of internet content. Hence, next time someone is looking for a product, they will land on your website automatically.
While outbound marketing is aimed at the masses, inbound marketing makes the experience personal. Drawing in customers is a more targeted practice in an environment full of unsolicited advertisements.
Brands rely on inbound marketing tools such as blogs, keywords, SEO social media, CRM, emailing and more for this purpose. Let’s take blogs for instance, they pull in visitors, inform them about the businesses’ products and turn the customers into leads. This creates a good impression on the audience and makes them loyal supporters of the business.
Why should you use inbound marketing?
An inbound marketing plan works with four elements - attracting visitors, converting them into leads, nurturing leads into customers and impressing customers. Getting customers to show interest in your business in an increasingly competitive market is only possible through inbound marketing as it helps you build brand awareness and effortlessly gain the trust of people.
The inception of this concept was in 2005 by HubSpot Co-founder, Brian Halligan and now businesses of all kinds rank it top among marketing strategies that bring in their ideal customers. A powerful sales channel, inbound marketing aims to understand the buyer’s journey before creating suitable content that serves their best interests. The return on investment (ROI) on this type of marketing is great and also adds credibility to your work.
Effects of inbound marketing
Companies like HubSpot, Starbucks and Dell make excellent use of inbound marketing and have established themselves strongly. Some tremendous results it can bring to your business are listed below.
Getting the right traffic to your website is crucial and the only way to achieve it is through good content. Having a blog can attract visitors and by using ‘keywords’, you can target the right audience. This is among one of the many inbound marketing activities that places prominence on your product and brings it to the attention of the right people. Although SEO is a great driving tool, only consistency and a commitment to generating useful content can turn visitors to leads.
An increase in traffic is great lead conversion, provided you can get the most out of your call to action or CTA. This inbound methodology is a simple, yet effective, way to convert customers into leads. A CTA must be compelling and is used right after you have educated the audience about your product as this invokes their curiosity to get further information on your brand and services.
Get more customers
After applying the above marketing techniques to get quality leads, you have to turn them into customers. With inbound marketing, you can use emails and social media to close customer deals. Given that nearly 60% of the world population has an online presence, you can easily convince leads to try out your product through social media.
Grow your brand
Inbound marketing is a pivotal part of the brand development process as it links you with customers. The content created directly caters to the customers and resolves their queries. Also, inbound marketing strategies are nearly 60% less costly than outbound and manage to bring the right attention and awareness that your brand needs to create a niche.
Understanding brand growth strategies is important for every aspiring marketer. If you wish to strengthen your core expertise in this field, then a Postgraduate Certificate or Diploma in Marketing by London School of Business and Finance (LSBF) will be of immense use to you. This interactive programme offers a hands-on approach to ace the current world of marketing. Click on the link to learn more!
This article was written by Nandita Kaushal and edited by Anisa C.
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