What is Inbound Marketing
Whether you’re ready or not, marketing has been disrupted. People’s behaviours have changed. They’re turning out traditional marketing tactics. The old marketing playbook is broken. Did you know for example that:
- 86% skip TV ads?
- 91% unsubscribe from email?
- 44% of direct mail is never opened
In order to keep on attracting customers, marketers have to provide them with something they will love. This is where Inbound Marketing comes in.
Inbound Marketing is a holistic, data-driven approach to marketing that attracts individuals to your brand and converts them into lasting customer.
What makes Inbound Marketing different?
Traditional “outbound” marketing pushes messages to prospects via billboards, television, direct mail, telemarketing, and trade shows, which disrupt your prospects daily schedule. While Inbound Marketing on the other hand primarily uses the Internet to distribute compelling content that attracts prospects and builds trust with clients within your sales funnel. In other words, when you use inbound marketing, customers come to you!
Inbound Marketing is all about content…
… and Context. By using things like your company blog, interactive tools, photos & infographics, videos & podcasts up to presentations and even eBooks. You are creating interesting content and positioning yourself as a thought leader within your domain. If you are publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive. Now that’s marketing people can love!
Inbound Marketing is multi-channel marketing.
Inbound Marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.
Rather than doing outbound marketing to the masses of people who are trying to block you out, I advocate doing “inbound marketing” where you help yourself “get found” by people already learning about and shopping in your industry. In order to do this, you need to set your website up like a “hub” for your industry that attracts visitors naturally through search engines, the blogosphere, and social media.
I believe most marketers today spend 90% of their efforts on outbound marketing and 10% on inbound marketing, and I advocate that those ratios flip.
The best analogy I can come up with is that traditional marketers looking to garner interest from new potential customers are like lions hunting in the jungle for elephants. The elephants used to be in the jungle in the ‘80s and ‘90s when they learned their trade, but they don’t seem to be there anymore. They have all migrated to the watering holes on the savannah (the internet).
So, rather than continuing to hunt in the jungle, I recommend setting up shop at the watering hole or turning your website into its own watering hole.”
–Brian Halligan, CEO, HubSpot
The Inbound Marketing Funnel
Create blog content, search engine optimise (SEO) your content, promote it and let your visitors promote it on social media sites.
Place calls-to-action throughout your website to drive visitors to landing pages and forms. Visitors fill out the forms to get whatever you’re offering and become leads.
Send your leads automated emails to drive them along your buying cycle. Provide your sales team with lead intelligence so they can make more effective sales calls.
Analyse the success of your marketing campaigns, and determine which areas need further optimisations for future success.
How To Make Inbound Successfully Work..
There are so many channels and a different tool for each channel. Trying to manage a campaign across all these different platforms can take up a lot of time and resources…
And that lowers effectiveness. That’s where we come in. We make Inbound Marketing simple. Inbound Rocket helps businesses increase the quality and quantity of traffic to their website… and Inbound Rocket helps business convert more leads into paying customers by using lead intelligence. By using Inbound Rocket, we help transform your WordPress website into one integrated platform, with all the tools in one place.
Inbound is the future of marketing!
Are you ready to see how we can transform your inbound marketing? Sign up right now to be amongst our first set of users!