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Overview

Inbound marketing is a marketing approach that attracts potential customers to your company. It refers to a technique that utilizes different forms of pull marketing, including content marketing, social media marketing, blogs, events, search engine optimization (SEO), social media, branding, and more. While outbound marketing seeks out customers, inbound marketing focuses on creating quality and relevant content, to catch people’s attention by giving them good reasons to come to your business.

Inbound marketing and outbound marketing are like opposite sides of the same coin; however, when implemented properly and with a good strategy, the two can work well together and bring out impressive results.

How can your inbound marketing strategy support your outbound efforts?

Inbound marketing allows you to effectively and economically reach out to the most relevant audience, who actually care about what you offer and have a high possibility to become your qualified leads. Instead of blindly wasting money delivering ads to people who have no interest in your company, with in-depth metrics, you can see which segment of your audience is responding best to which content, then you can optimize your paid ads to deliver the best results at the minimum spend.

By offering your ideal audience the targeted ads that are designed specifically for them, you will receive better and more effective results, but most importantly, you will receive immediate results.

What makes inbound marketing successful?

Now that you know what inbound marketing is and how it optimizes your outbound efforts, let’s look at the three key elements that lead to an effective and successful inbound marketing strategy.

Content

Content is undeniably the most important part of inbound marketing. It is the backbone of your program and decides the success of your marketing strategy. Content can take in various formats, including eBooks, videos, infographics, blog posts, emails, landing pages, white papers and so on.

The more effective your content marketing is, the more visitors come to your websites. According to a study by HubSpot, companies that created more than 16 blog posts per month gained nearly 3.5 times as much traffic as those that created zero to four posts per month. Additionally, content marketing 3 times as many leads as paid search advertising. 

Search Engine Optimization

SEO is important to any inbound marketing because it makes your company visible online. Without it, you will no doubt lose some good businesses. With a high-quality website and optimized content, search engine web crawlers will for sure find your website and make its content freely visible to people who might be searching.

The key factor of SEO is keywords. Using keywords with high search volume and user intent will earn you attention from the appropriate audience and potential leads.

Social media

Companies can use social media to deliver their messages to their audience. However, they must choose suitable platforms that match the particular needs and interests of their targeted prospects.

When using properly, companies can drive new customers to their website via social media. This is important to any inbound marketing strategy because only interested people will follow and click on your links.

So, we have discovered the key elements of inbound marketing. Are you wondering what benefits it may bring you? Let’s continue below.

Key Benefits of Inbound Marketing

Cost-effective

In most cases, inbound marketing generates leads more cheaply than outbound marketing. According to a study by HubSpot, inbound marketing leads cost 62% less than outbound leads. In addition, they also found that companies using mainly inbound marketing save over $14 for each new customer acquired.

This is very important especially for startups and businesses with small budgets who want to use the money they spend on marketing efficiently.

Attracts higher quality traffic

Inbound marketing allows you to target and deliver the right content to a specific audience at specific points in their journey of becoming customers.

If you focus on particular prospects, people who may draw to your content are likely to be interested in your solutions from the start. This means your traffic is more likely a higher quality lead and more likely to convert into a lead in the first place.

Increases brand credibility

Now with inbound marketing, people can easily find and compare solutions that best fit their needs and requirements. If you offer information that is relevant to people that may become your potential prospects, not only will they visit your site but also return to it and share it with others. Moreover, other sites may provide backlinks to your website to share the information further. This way, more people will know that you offer valid content, thus increase your credibility and people will be more likely to trust you with their personal information.

Provides better measurability

Inbound makes it much easier for you to track important metrics. With a CRM tool, you can see how well each post is doing, which emails are opened, where your web traffic comes from, and at which points you have high conversion rates. It also lets you set goals on leads, traffic, revenue, and keep track of how close you are to achieve them.

Inbound marketing is amazing and you wonder where to start with it? Let’s continue to our last part.

Where to start with inbound marketing?

If you are new to inbound marketing and want to create an inbound marketing strategy for your business, here are 10 steps that we kindly suggest.

Get knowledge on inbound marketing

Even though many blogs provide valid information on inbound marketing online, it’s always better to take some serious courses so that you can learn everything about inbound marketing. There are thousands of free resources for you to truly understand the methodology, for example, the HubSpot Inbound Certification is very well-known among marketers.

Define your marketing goals

Having a clear view of what your company wants to achieve will make it easier to evaluate your strategy and to adjust it later. Your goals should align with your business goals and be SMART (Specific, Measurable, Attainable, Realistic, and Timely).

Define buyer personas and journeys

In addition to your goals, you also have to know who your customers are. Develop a buyer persona that tells you about the demographics of your prospects, their desires, their problems, their story and their role. You also have to research their buyer’s journey to know how they are aware of your products, how they compare your products with similar products and how they decide to buy.

Build your inbound strategy

After knowing your goals and your potential prospects, you can start putting together your inbound marketing strategy and the necessary tools and resources. This includes your content strategy, your conversion paths, and the technology needed for your marketing process.

Build impressive website

This website will be the hub of all your inbound marketing and lead generation efforts. To be effective, it should be appealingly designed, easy to navigate, optimized for lead generation, search engine optimized, and ready for content creation.

Publish your content

Now that everything is ready, it’s time to show your content to your audience. Don’t just post your content on your website and social media, share them on as many platforms as possible to reach a broader audience.

Evaluate the results and A/B testing

Make sure to track various marketing metrics to see what works and whatnot, so that you can gauge your performance and make adaptations where things could be better. Then, A/B test different forms of your content to see which versions return the best results and help drive you towards your goals.