Inbound Marketing is defined as a marketing strategy to sell products and services using digital technologies. It attracts customers by creating beneficial and productive contents on the Internet. This technique lures the customers/consumers in through Company-sponsored letters, articles, blogs, etc. than marketers pushing the product and brands on the faces of the customers. Inbound Marketing is more of an approach than a method. In simpler terms, Inbound Marketing is a chain of action. This chain begins from an individual who is a Stranger. This stranger then becomes a Visitor of that page. From visitor to Lead (Leads are people who show interest towards a particular product or service) who then turn out to be our Customer. Then this customer helps us in Promoting our products or services and henceforth, is known as a Promoter.
We can understand it as follows: A process where Strangers are attracted towards an organization through their content promotion, Search Engine Optimization (SEO), or social advertising. These strangers then become frequent visitors and from these contents or SEOs, they are directed towards the forms or landing pages. When the enquiries and E-mails begin regarding a particular product or service, these visitors are then called the Leads. If the leads buy a particular product or service they become customers and if they then promote or rate the product or service, they help us with the promotion of that product, thus being called the Promoters.
Inbound Marketing is different than Outward Marketing. Where Inward Marketing is more focused on creating awareness about a product or service, attracting consumers through blogs, articles and social media handles; Outward Marketing, on the face of it, pushes a brand, a product, a service, a trademark, etc through different and varied channels. We are well familiar with these channels. They include Advertising, Personal Selling, Public Relations, Publicity, door- to- door selling, etc. Inbound marketing earns the attention of consumers whereas Outward marketing is more concerned about somehow getting the attention and selling the product. Inward marketing provides a customer with the exact need and specifications he wants in a product. This way of advertising and promoting has proved to be beneficial for consumers since it is easy for them to find what they need.
Inward marketing’s prime commitment is to work towards providing consumers with solutions to their problems than to just promote a brand or product. It spreads awareness about a product through Web design, content creation, SEOs, Marketing mechanization, Data and Analytics, and Blogging. The blogs highlight some keywords and tags. These keywords build a link and become visible to the user. If any user has a need for the product, shows interest and has an online means to get to that product or service, Inward marketing makes it accessible for him/ her. The aim is to increase the ambit, gain quality engagement and traffic for the site.
Inbound Marketing was first termed by HubSpot (a software provider) back in 2006. HubSpot defines Inward Marketing as, “It is a business methodology that attracts customers by creating valuable content and experiences tailored to them.”
Joshua Gill, when talked about Inbound Marketing, said that, “Inbound Marketing is so powerful because you have the power to give the searcher/consumer exactly what answers they are looking for at the precise point that they need it and that builds trust, reputation, and authority in whatever niche you are practicing this form of marketing in.”
Inbound Marketing is useful because:
- It can increase the brand influence and loyalty among the target group.
- Increase awareness.
- Help the customers to search and find the product according to their convenience.
- Promote “the Societal Marketing” theory.
- Provides quality products and services.
- Increases Sales revenue.
- Sustain and enhance SEO.
We understand how important Inbound Marketing is in today’s era. So here are some techniques to use Inbound Marketing to grow your Business.
Know your target customers needs and wants
In order to maximize your website’s engagement, you first need to understand your target market, or the consumers you intend to sell your products to. Next, you need to be well thorough with the brand you want to sell. And in order to increase your consumers, you need to be aware of your market competitors. You need to research about it and analyze the pros and cons of it.
Work on your Website
Since your webpage is the first thing that the consumers will check, it should be your responsibility to work on the web design, customize the navigation in such a way that it is easy for the customers and it needs to be eye-catching and eye-pleasing. Keep your site as specific as possible so that it attracts your target market.
Optimize the Search Engine Optimization
Keywords are very important for gaining traffic for your website. You need to think like your target market and consider the keywords he/ she will type to get their desired results. Once you know it, use them in your blogs, contents, and descriptions but don’t stuff your site with keywords.
Build your Leads
One may do so by using the Social Media Handles, sponsored sites which are frequently being used by people, etc. It is important to gain Leads because these leads ultimately become our customers.
Post Sales Service
Whether it is offline or online, it is important to take care of your customers’ need. This is because it is an era of Societal Marketing where customers are the ultimate rulers. If we displease them, we lose more customers and the existing customers’ loyalty to our brand.
Plan your target and goals. If you do not reach it, measure the deviations and if you do reach it, you can set higher goals.
Author Bio – Deepak Sharma is the Founder and CEO of withStartups.com – A Digital Marketing Company in Gurgaon for startups. As a serial entrepreneur, Deepak has worked across sectors and countries, and loves using technology to solve branding and customer acquisition problems. He is a published author and mentor to many startups.
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