Inbound marketing is the process of attracting potential customers, prior to being ready to make a purchase, through the creation and distribution of outstanding content. It’s a series of strategic maneuvers that aims to increase traffic, generate leads, and – most importantly – boost your revenue.
An effective inbound marketing campaign educates people about what they need to know in order to become a customer. People are searching for answers online, researching the industry, and checking out your competitors. A great inbound marketing campaign takes advantage of this habit and sets you apart as the knowledge leader. If you take the role of an educator rather than sales, you’ll build trust, and trust will increase your conversions and ROI.
Inbound Marketing vs. Outbound Marketing
When you bring up “marketing”, people often think, you are referring to outbound marketing. Outbound marketing is comprised of direct mail, email, telemarketing, radio ads, TV ads, and cold calling. While outbound marketing is effective, inbound marketing has taken center stage. People love to buy but hate to be sold.
Inbound marketing relies on providing different forms of media that educate or entertain potential customers. It is comprised of educational resources (white papers), blog posts, podcasts, newsletters and social media. The overarching idea is that people will find your content, see your business as a resource, and convert into customers. All without you having to sell.
Inbound Marketing Begins with Great Content
When was the last time you audited your content?
The cornerstone of inbound marketing is outstanding content. Your content must anticipate and speak to your potential customers’ pain points, questions, and interests. stellar content will naturally attract links, be shared on social media, and rank well on Search Engine Results Pages (SERPs).
How do you create great content? It begins by creating a buyer persona (or personas) that represent your target market. Conduct the necessary research to determine common pain points, questions, and interests that real people have about your industry. You can use social media and forums to ‘listen in’ on prospective buyers.
After you’ve conducted market research, write up a buyer persona that represents a single, individual person. Give them a name, age, and gender. Write about how they spend their free time, what they do for work, and where they go online.
Next, use this buyer persona to brainstorm content ideas. Align your content with the buyer persona’s interests. With expertly crafted content for each stage of the buyer journey, that addresses the right topics, attracting inbound traffic that converts into paying customers.
Outstanding Content Fuels SEO and Local SEO Efforts
Search Engine Optimization (SEO) is a byproduct of great marketing. Google and search engines can be thought of as great “match-makers”. Their job is to ensure searchers find the most relevant information with as little friction as possible. Search algorithms have evolved and can easily identify attempts to game the system. Great websites act very similar to consultants. They answer questions and provide information to a visitor, positioning the business as a standout expert in their competitive landscape.
There are two aspects of SEO and local SEO: onsite and offsite.
- Onsite SEO is all about making your website easy for search engines and visitors to understand. Your website needs to quickly guide a visitor to relevant information. The use of appropriate title tags, meta tags, meta description, headings and graphical calls-to-action will guide people deeper into your site You’ll need an easily indexable site with links between all your pages and blog posts.
- Offsite SEO is a series of techniques that take place outside of your website and drives traffic back to it. It relies on reaching out to industry influencers, guest posts, site reviews and building backlinks.
Both aspects of SEO (onsite and offsite) are dependent on content. High quality, up to date content will attract backlinks, provide an opportunity to target new keywords and address your customer’s pain points and interests. Great content will also build and nurture relationships with prospective customers before they convert.
Your content must speak to your customer. It needs to educate and bring awareness to how your solutions directly solve their problems. When you have great content in alignment with your buyer personas, you'll:
How does your content align with your visitor's needs? More importantly, is your content converting traffic into customers? Our Inbound Marketing services will help you craft content that delights your visitors and turns them into revenue for your business!
Social Media Is a Vital Branch of Inbound Marketing
Your business absolutely must have a social media presence in order to compete in the modern marketing landscape. While you don’t need to have a profile on every social network, you should absolutely have active pages on Facebook and Twitter. You may wish to expand to other social networks based on your business. For example, a photography-based business should certainly be active on Instagram and Pinterest.
Social media is an integral aspect of inbound marketing. It provides you with a method of directly interacting with prospective customers. Social media allows you to reach potential buyers where they spend most of their time. social media can and should be used to provide outstanding customer service showing that your business cares.
Cultivating a social media following may take time, but it’s worth it. Provide your followers with valuable content that speaks to their interests. For example, if your business sells drones, post news about new drone releases and reviews. Don’t solely share your own blog posts – share blog posts of industry leaders and influencers.
Inbound Marketing Can (& should) Become Automated
One of the best things about inbound marketing is that it can become automated. That means that the inbound marketing campaign works on its own to bring you visitors, leads, and customers.
How do you automate inbound marketing? You’ll need the right tools. Here are some that AlphMind loves:
Using these tools, you can create campaigns that automatically trigger when someone takes a desired course of action. A basic example is when someone subscribes to your email list. You don’t have to manually send a confirmation email, it’s automatically sent out by your email list provider.
Inbound Marketing Is a Worthy Investment
What’s the Return on Investment (ROI) of inbound marketing? You’re about to discover that inbound marketing has one of the highest ROI’s out of any marketing strategy. There are a few vital statistics that go into calculating the ROI of inbound marketing:
- Average Monthly Visitors - You can gather this number through Google Analytics or a similar service.
- Average Leads Per Month - How many leads are being generated by your site? A lead is anyone who’s provided their relevant contact information through a form on your site.
- Percentage of Qualified Leads - Out of all the leads you’ve gathered, what percentage of them are qualified to enter the next stage of your sales funnel?
- Close Rate - How many of your qualified leads become customers?
- Customer Lifetime Value - What is the lifetime value of a single customer? Reaching this number may be difficult and will require analysis of historical data. What is the average revenue generated by a single customer and how long do they remain a customer? For example, if you earn an average of $200 each year from every customer, and keep customers for an average of five years, your customer lifetime value is $1,000.
Interested in boosting your revenue? Contact us today: 303-569-6810 to create a stellar inbound marketing campaign that will grow your business.
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