Inbound marketing is about delivering solutions and opportunities that have a positive impact on people and your business.
An inbound marketing strategy can include a number of diﬀerent channels and types of content to attract prospects and customers to your website. But inbound marketing is just one part of a larger movement in the business world. It’s the foundation for the idea that it’s not enough to just attract people to your website; you have to continue to help, support, and empower them well after they become a customer. That’s how your business grows — by keeping Marketing, Sales, and Service constantly focused on how to help current and future customers.
In terms of digital marketing, this means using a combination of marketing channels – most commonly content marketing, SEO, and social media – in creative ways to attract people’s attention. The aim of a successful inbound marketing campaign is to increase reach, and drive quality traﬀic, engagement and conversions using ‘earned’ and ‘owned’ media.
Through using various types of content at diﬀerent stages of the buying cycle, the ‘inbound methodology’ is “the best way to turn strangers into customers and promoters of your business.”
BENEFITS OF INBOUND MARKETING
Reach the right audience in the right place to generate quality traﬀic By focusing your inbound marketing work on reaching the right audiences in the right places, you can attract your target customers in order to meet your digital marketing objectives. This is instead of spending money attracting traﬀic from people who are unlikely to ever convert.
Inbound marketing is all about giving potential customers the information they are looking for – even if they don’t know it – in a creative and engaging way. It’s not about pushing unwanted sales at every opportunity. By using inbound marketing as a way to present your brand as a useful and reliable resource, the hope is they’ll come to you when the time to purchase does arise.
Protect from over-reliance on one channel
By pursuing quality traﬀic from a variety of sources – organic search, social media referrals, referrals from other websites talking about your amazing work – you reduce the reliance on one channel alone, and therefore the associated risk.