The internet has completely transformed the way consumers buy products and interact with brands. Rather than going into a shop and talking to a salesperson, using their advice to make a purchase, consumers now use the internet to search for solutions to their problems.
Need a new vacuum cleaner, washing machine or dishwasher? Simply go online and a quick search will display hundreds if not thousands of products to compare. You will have access to page upon page of information featuring product specifications, product reviews, product providers… everything you could possibly need to make a considered purchase.
This is the power of inbound marketing.
Where old, more traditional methods of marketing such as cold calling and ‘spam’ emails were interruptive and all about the business being promoted, inbound marketing focuses on attracting people through helpful content which focuses on the wants and needs of consumers. Using this method, inbound marketing will help your business to grow.
The Inbound Methodology
The inbound marketing methodology focuses on attracting, converting, closing and delighting consumers, turning strangers into customers or even brand promoters.
Effective inbound marketing will help your business develop an online presence that speaks to your ideal customers helping them find solutions to their specific problems.
Businesses who blog regularly receive 77% more traffic and 97% more links to their site than those that do not. When you write engaging, educational and entertaining content on your business blog, you will create real value and credibility which will attract your target audience.
When it comes to inbound marketing, content really is king. Whether you’re writing a blog, product description, or web page, it’s vital that your content is written with your ideal customer in mind.
Share on social media
There’s no use in spending time writing amazing content if nobody knows that it’s there! You can’t assume that people are just going to stumble across your content so use social media to drive traffic to your website and maximise the shelf life of your content. With more than two billion social media accounts active for around two to three hours a day, social media is a promotional tool which is too big to ignore.
Get found online
Often, when we mention search engine optimisation (SEO) to our clients, we see a mild panic pass over them but SEO really isn’t anything to worry about. A staggering 93% of online experiences begin with a search engine such as Google so making sure that your content is optimised for search engines will really help your business, increasing your rankings (so that you appear higher up in a search) and driving more traffic to your website.
Nurturing leads to help them grow
The inbound marketing method provides marketers with a multi-channel approach, giving consumers the ability to reach you on their preferred platform. Good quality, relevant content will educate consumers and position you and your business as industry experts. Effective use of social media platforms will share this content while keeping your brand in the forefront of the minds of your ideal customers.
Knowing what works
With inbound marketing, you have the control to see what’s working and what’s not. Rather than repeating the same actions over and over again, it’s important to take a step back and analyse how your strategy is working. This gives you the opportunity to make adjustments as and when needed to make sure your marketing efforts are the best they possibly can be and are reaping the results you want.
Inbound marketing attracts, converts, closes and delights customers by being in the right place at the right time. When used effectively, inbound marketing remains one of the most effective ways to grow your business.
If you’re not happy with the results from your current marketing efforts, talk to us about how we can transform your marketing into a customer centric offering. Inbound marketing really can help your business to grow.