You might have heard about inbound marketing, a digital philosophy that has moved from a buzzword to a movement in the decade since its conception. But have you ever considered why the concept has become so popular? Join us in considering the various ways in which inbound marketing provides an advantage over more traditional promotional and sales techniques.
Addressing Audience Trends
First, it makes sense to discuss exactly what made a new approach to digital marketing necessary in the first place. In short: audiences are done with promotions. Your potential customers are exposed to hundreds, if not thousands of ads every single day. When they open their email, they see spam. Pop up banners follow them around the web. As a result, millions are installing ad blockers every single day.
Inbound marketing breaks through that clutter. It focuses on value over promotion, helping marketers build credibility by answering relevant questions and addressing audience pain points. The ideal inbound marketing approach aims toward becoming a resource so valuable to potential customers, they actively seek you out to get industry insights. It’s a subtle twist to marketing, rather than the overtly promotional approach that audiences have become so cynical about.
Better Audience Targeting
Inbound marketing also succeeds because, in aiming to build the perfect audience-centric content, it includes and highlights more effective ways to target your audience. Rather than focusing simply on demographics, inbound marketers build buyer personas. These personas are hypothetical ideal customers, which marketers can use as a model for content and strategy development.
Based on additional insights about their audience, inbound marketers can more effectively target their messages and channels. Rather than blanketing the market with TV or banner ads, marketing focuses around long-tail keywords, specific social networks, and individual topics only relevant to their niche. As a result, the approach saves money and maximizes ROI.
A Holistic Digital Strategy
In the age of educated online users, a single and integrated marketing strategy is absolutely essential. Without this type of integration, brands can invite cognitive dissonance, and actually reduce their credibility. If your Facebook messages don’t line up with your actual website content, you’re jeopardizing your ultimate goal of gaining customers and growing your business.
That’s another advantage of inbound marketing. Fully implemented, channels tend to include
- social media
- search engine optimization
- business blogging
- email marketing
- gated content, such as whitepapers and webinars.
All require slightly differing approaches, but are united under a single, overarching goal: increasing conversions, and turning those conversions into customers. With that singular focus, brands are able to create a more holistic marketing strategy designed to grow their business.
The Importance of the Buyer’s Journey
We already touched on it above, but it bears repeating: inbound marketing is designed to not just get brand awareness and exposure, but lead and customer conversions. As such, it responds and fits into the entire buyer’s journey, from first awareness to decision.
To accomplish that feat, the philosophy takes advantage of all the channels mentioned above. Social media and search engine optimization work ideally to increase awareness of your brand. Gated content is especially beneficial for initial conversions, offering value hidden behind a sign up page. Finally, email marketing can effectively nurture your leads closer to deciding to become customers.
Plenty of studies and statistics bear out the effectiveness of this type of approach. If conversions matter to your brand, inbound marketing is the ideal solution to build your business and maximize your digital efforts. If you implement the concept the right way, you will be able to start building your business through conversations that drive leads and, eventually, customers.
Are you considering your conversions? If not, you might need external help. Schedule a call to discuss a potential partnership and the ways in which Link360 can help your business improve its marketing through the inbound philosophy.
Link360: Link360 is an Inbound Marketing Agency Located in Greenville, SC. We specialize in generating leads for our clients through attracting visitors to their website, converting them into leads and closing them as customers. If you have any questions, or would like your own free Inbound Marketing Analysis, please contact us now.