Inbound Marketing is a strategy where businesses implement tactics to “get spotted” by customers. It involves creating and providing valuable content for your customers, promoting your remarkable content, building customer relationships, and overall “pulling” the customer towards you. It refers to marketing activities that bring visitors in, unlike traditional marketing techniques where the marketers have to go out to get prospect’s attention. It is eliminating the traditional techniques of marketing like cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, and telemarketing.
Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content. It is a customer centric technique. For a successful inbound marketing campaign it is important to know whom the customers are and what they actually want to see. The major 4 marketing actions that needs to be considered for inbound marketing are:
- Attract individuals who can potentially become your customers. This can be done by blogging, social media, SEO, eBooks, podcasts, etc. These help in attracting strangers to visit you page.
- The next step is converting them into marketing leads.This requires the process of collecting the contact information of your site visitors. Contact information is the most important tool for an inbound marketer. Some of effective tools could be Calls-to-Action, Landing Pages, Contact Tracking.
- The next step in the inbound marketing methodology is “closing” your leads and turning them into happy customers. Because this goal is consumer-focused, the process is typically a joint sales and marketing effort. This can be done by having customer relation management, marketing automation, emails, etc.
- The inbound way is all about providing remarkable content to our users and creating brand loyalty. It is the company’s responsibility to engage current customers and keep them happy. By delighting your customers you create greater sales opportunities: not only with your existing customers, but also with those that they share their positive experiences
An inbound approach to online marketing will undoubtedly give a company a lasting competitive advantage.