Impactful Inbound Marketing: What Is It And Why Is It Important?
Everyone knows the importance of marketing for their business. And this is especially true in today’s increasingly digital world. After all, according to IBM, we now create 2.5 quintillion bytes of data every day, with almost 90 percent of the world’s data having been created in the last two years alone.
What does this have to do with marketing? Well, this data makes consumers more empowered and provides them with instant gratification. They have access to detailed information about products, as well as reviews about these same products. And with social media, consumers are encouraged to share and compare their experiences.
When you are using an inbound marketing strategy, you are providing information to consumers at the exact point when they need it in the customer journey. But, you might not truly understand the inbound marketing definition given by many in the industry. Let us simplify it for you! Keep reading for an explanation of inbound marketing and why it is so important.
So, What Is Inbound Marketing?
Simply put, inbound marketing is a strategy that is focused on attracting customers using company-created content (content that is generated by your business). The content makes it easier for consumers to find your business online if they are already searching for the goods and services that you offer.
Some inbound marketing examples include writing blog posts about products or services, loading photographs, videos, and podcasts to your website about relevant topics, and using search engine optimisation in content such as whitepapers and articles.
This content is used to target consumers through various online platforms and is used to drive organic traffic (this is when consumers find your website using a search engine and not through a paid advertisement). It is an effective and affordable way of encouraging more website traffic and conversions.
Attract, Engage, Retain
When you are using inbound marketing activities, there are three different methodologies that you should use to make it effective. These methodologies include attracting, engaging, and retaining consumers.
While it is true that you need visitors to your website, it is important that they are the right visitors – people who are more likely to become leads and eventually return consumers.
This means that you will need to create content that is relevant and valuable to consumers. The “tools” to use during the attract phase include blogs, advertisements, videos, photography, and social media. These will help to reach the right audience at the right time in their customer journey.
Engaging consumers is part of nurturing the relationship you have built in the “attract” phase of your inbound marketing. Here you will need to personalise the content that is being consumed by customers, especially if you would like to bring in more conversions.
The content here should include email marketing, chatbots on various website pages, and even marketing automation. You can create segmented lists using your CRM (customer relationship management) tool to send tailored content to engage them. This continued engagement and relationship nurturing will help to encourage return customers.
Retaining customers can be difficult, but with inbound marketing strategies, this can be accomplished. The content here should be tailored according to what individual consumers or certain groups of consumers are interacting with on your website.
For example, if a consumer is consistently reading your blog posts, you can offer them the option to sign up for your newsletter. If they have made more than one purchase of a certain item, you can make shopping recommendations for items that will enhance their purchase. Writing articles and creating “how-to” videos about your products will help to retain customers.
Why Is Inbound Marketing Important?
One of the major benefits of using an inbound marketing strategy is that it is highly cost-effective. Writing an article using SEO tactics costs very little, and you can load this article or blog onto your website to live for years, especially if it is “evergreen” content (content that is always relevant). Using cost-effective marketing tactics means that you can use the money saved to put towards other business projects.
Consumers today demand trustworthiness form brands they enjoy. And by creating blog posts, podcasts, and other content, you are showing consumers that you are authentic and can be trusted. This helps to build your authority in the eyes of the consumers. By using SEO techniques, you will also have higher authority on search engines, which will improve your rankings.
Increase Customer Loyalty
Increased customer loyalty can work wonders for any brand, business or company. Inbound marketing can help to increase customer loyalty by providing them with customised content that is relevant and valuable to them at certain points in their buyer’s journey. And customer loyalty also means increased brand awareness.
Inbound marketing is cost-effective and helps to build authority. By using the attract, engage, and retain model, you will see conversions increasing and your online presence improved. For expert help with your inbound marketing strategy, contact NetMechanic today to see what we can do for you.