We attract and sustain the interest of potential customers, when you need to market your products or services through online channels, by using social media marketing, content marketing, SEO and branding strategy to position compelling content strategically and at opportune times. Our goal is to extend the reach of your business and pull in rewarding traffic.
Inbound marketing is a marketing methodology that is designed to draw visitors and potential customers in, rather than outwardly pushing a brand, product or service onto prospects in the hope of generating leads or 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.
Inbound marketing software provider, HubSpot, coined the phrase 'inbound marketing' back in 2006. HubSpot defines inbound marketing as the process of attracting, converting, closing and delighting customers. 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."
Outbound marketing is what used to just be known as "marketing." It's interruptive and it pushes itself at an audience, whether the audience wants it or not. TV and radio ads, telemarketing, banner and display ads, billboards, newspaper and magazine ads, cold calling, pop-ups and pop-unders, and contextual ads are all examples of outbound marketing.
Outbound marketing has fallen out of favor in the last 10 years. Oversaturation — especially on the internet — caused people to start ignoring display advertising. Since the advent of the ad blocker, it's only gotten worse.
Clickthrough rates for display ads are now at a dismal 0.05%, and according to Hubspot's State of Inbound 2017, marketers consider paid advertising like print, outdoor, and broadcast to be the most overrated marketing tactic.
The clue to understanding the differences between inbound and outbound marketing is in the name. Inbound marketing focuses on drawing potential customers in, while outbound marketing is about outwardly pushing a business's offering. Inbound marketing is about earning attention, while outbound typically involves buying it.
Inbound Marketing: Owned And Earned Media
Inbound marketing uses owned and earned media to engage potential customers in creative ways.
Outbound Marketing: Paid Media
On the other hand, outbound marketing is more readily associated with paid media. This could be traditional offline advertising, PPC and display advertising, or paid emails.
Paid media also encompasses social media advertising, for example Facebook advertising or Twitter promoted posts.
Although typically associated with outbound marketing, it's worth noting that social media advertising is often an effective way to boost the performance of inbound marketing campaigns. Advertising on Facebook, for example, allows you to promote your content and campaign to your target audience, no matter how niche it might be.
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.
A good inbound strategy involves creating content that appeals to your desired reader, then helping them find it through search, social, and discovery. To get started, you'll need to create buyer personas: Who are the people you want to draw to this content? What are they looking for? What kinds of things do they like? After that, craft a solid SEO strategy.
How will this audience find you? Will you optimize your content for Google keyword searches? Will you promote your content on discovery networks like Outbrain Amplify? Will you push it to your social? How often will you post? A lot of this is stuff you'll figure out as you experiment. After that, it's time to create your content and put it out into the world.
Make sure you build in a way to assess the success of your efforts. Before you do anything, figure out a concrete idea of what success would look like for your content, and have a way of measuring that. Metrics will drive what you do going forward. Any successful marketing strategy is dynamic and changes based on the data you collect about how effective your content is. If that sounds too impersonal, think of this way: figure out what your people want, and give it to them..
Measuring the impact of inbound marketing work in a way that demonstrates understandable ROI has always been a tricky one. The key is to be clear from the beginning.
It may be that you can't track the number of leads generated as a direct result of your campaign, but you can track how many downloads your resource has had, the average duration people watched your video for, how many new social media followers you gained, etc.
When you're planning your campaign, be clear about what it is you're trying to achieve and measure that appropriately and honestly. That way, everyone's expectations are set – and therefore, are more likely to be met.
Successful inbound marketing campaigns don't happen overnight. They take time to plan, implement and refine. It can be labour-intensive too – you might need content creators, designers, developers, outreach specialists, social media marketers and a campaign manager to even get the thing off the ground. That said, if you put your time and effort into the right evergreen campaign, you should have something that continues to provide value for the foreseeable future.
If there's one thing you remember about inbound marketing, it's the importance of tracking performance and refining your approach accordingly. This is where testing comes in too – discover what messaging, types of content, imagery, calls to action etc. work best for your target audience and ensure you implement these on a permanent basis, or in your next campaign.