Inbound Marketing Services
What does “inbound” really mean?
The idea behind inbound marketing campaigns is to organically attract customers to products or services through content creation, social media engagement and tactful SEO and SEM practices. That means customers find and engage with brands through communication channels such as:
- Social media posts.
- Online search engine results.
Instead of approaching potential customers blindly with cold calls and generic sales pitches, the purpose of an inbound strategy is to provide audiences with relevant and valuable content. That way, marketers earn customer awareness rather than forcing it. Further, inbound marketing efforts drive qualified leads due to the nature of prospects coming to you with a need, rather than you creating a need.
An inbound marketing program focuses on long-term success with a goal of improving the customer experience and building trust, which translates to consumer interest, engagement and commitment.
The inbound methodology
Before customers even decide to purchase a bottle of Tito’s Vodka, they may try a cocktail recipe the brand shared on Facebook. Or maybe they found small-space design inspiration online before even stepping foot in IKEA.
That’s the idea behind inbound marketing. When brands share relevant, helpful content, they add value at every stage of the buyer’s journey. The more they benefit from the content, the more likely people are to recognize the brand, visit their website or social pages and become a loyal customer.
Along with attracting and retaining audience attention, the purpose of inbound marketing content is to drive visitors to your website. And not just any old visitors, but the ones who are going to become new clients and loyal customers.
With extensive research and relevant buyer personas, inbound marketing allows brands to understand consumers more deeply and develop a more targeted approach to generate leads. That means inbound prospects can be far more valuable than outbound ones because they’re more likely to respond and engage positively with the content.
Once visitors reach your website – usually via search engines – inbound marketing means greeting them with a relevant landing page. Whether it’s a contact form to fill out, subscription page, specific product or calendar system for booking meetings, the landing page is the prime place to convert consumers. A strategic inbound marketing plan also means those landing pages are optimized to be high up on the list of those search engine results.
The inbound methodology can be made even more powerful by promoting organic, customer-centric content throughout the sales funnel. In this way, your sales team can build their own prospect pipelines and nurture leads with content your marketing team creates, such as case studies, customer testimonials and other mid- and bottom-of-the-funnel assets. That way, your marketing efforts can reach potential clients and customers at virtually every stage of the buyer’s journey. A unified marketing and sales strategy further allows for flexibility with leveraging content and better adaptability to market trends and customer needs.