Marketing is an integral part of business. Without it, companies across all sectors would struggle to secure new business, raise their profile or attract customers. Getting marketing strategies right is therefore essential for companies that want to grow, evolve and achieve their potential.
One of the fastest growing trends in business is inbound marketing. Effective, dynamic and suitable for companies of all sizes, the technique is helping businesses around the world to succeed.
WHAT IS INBOUND MARKETING?
Inbound marketing is a buyer-centric marketing approach that places the needs and interests of the consumer at the heart of the campaign. It uses digital tools like blogs, social media and carefully selected keywords to attract potential customers and turn them into buyers. Since 2006, the technique has been the most effective available to marketers and has helped thousands of companies to achieve their business goals.
WHY IS INBOUND MARKETING BETTER?
Unlike other outdated techniques like buying ads and email lists, or paying for leads, inbound marketing focuses on creating quality content to naturally attract the ‘right’ customers to a brand. These customers are the people most likely to have a strong interest in the products or services on offer and therefore those most likely to become valuable repeat customers.
Inbound marketing methodology is based on four steps: attract, convert, close, delight. By attracting strangers a brand can turn them into visitors. Closing transforms these visitors into customers while excellent service and high quality products and services will delight customers and convert them to promoters and brand ambassadors.
SHOULD I BE DOING INBOUND MARKETING?
If you’re wondering if inbound marketing is any good and if you should be using it, the short answer to both questions is ‘yes’. As well as providing a fantastic opportunity for you to turn your company into a thought leader and to associate your brand with high quality content, inbound marketing allows you to build and maintain a loyal customer base. This can help your company to increase sales, raise its profile and achieve real success.
The first step in incorporating inbound marketing into your business is to create high quality content. Use blogging, SEO, social publishing and web design to attract visitors and make them interested in your company and what you offer. Once they’re on your site, you can use a call-to-action to begin the process of converting them from visitors to customers. As potential customers are browsing your online store, assessing your quote or checking out competitors, your company can utilise CRM systems, email and other digital tools to help seal the deal.
Once you’ve attracted a new customer, it’s time to delight them and transform them from a one-off buyer into a loyal brand ambassador. High quality customers service and regular and thorough market research can help your company to keep up to date with market trends and ensure you know exactly what your customers are looking for.
One of the main reasons why inbound marketing is the perfect strategy for the digital age is that it allows businesses to take advantage of affordable and effective online tools to build a loyal customer base. Though the content a company produces may appeal to a smaller demographic, the people who are attracted by the specially created blogs, SEO and other online measures will be much more likely to heed a call to action and become a life long customer.
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