Inbound marketing has been the primary digital marketing method since its inception in 2006.
Outdated, outbound marketing focused on advertising outside your website with ads and purchased lists – inbound marketing campaigns flipped the script completely. Both inbound and outbound marketing are focused on getting your company noticed by potential customers. But, now we want to create as much as we can to share with as many people as possible.
The definition of inbound marketing is promoting your company through blogs, SEO, social media, and additional forms of content marketing, that attracts customers to your brand.
This brings leads straight into your site and devouring your content. We define inbound marketing this way because, by aligning your content with your audience’s interests, you will inherently gain inbound traffic to your website.
So, why inbound marketing? To be discovered by potential leads, convert them into customers, and analyze your content’s results. This strategy ensures that your content is helpful to potential leads and customers, instead of an unwarranted interruption.
We attract potential leads by drawing them in with relevant and needed content. Successful inbound marketing companies want to attract the right leads who need their services and share the same goals and challenges as current customers. This is accomplished through:
- Blogs: Like this one! Write, research, and build on educational content that buyers in your industry need to purchase and have questions about.
- Social media: Broaden the scope of your blog posts and additional online material like case studies and whitepapers by promoting them on Facebook, Twitter, and LinkedIn.
- Keyword optimization: Know what potential customers are typing in on search engines when researching your industry. This way, you can integrate those terms into your content so they’ll land on your website.
Once visitors are interacting with your website, we want to capture their information and begin nurturing them into qualified leads via email. This is done through calls to action, landing pages, and online lead capture forms.
Calls to action (CTAs) prompt visitors to take action from appealing content. Once they’ve clicked on the CTA’s hyperlink or image, visitors are taken to a landing page where they’ll have access to additional information and fill out an online lead capture form to receive emails or register for an upcoming event.
From here we can continue the nurturing process until the inbound leads feel educated enough to close their own sales cycle.