Inbound Marketing: The Importance of it in a Digital Age
The traditional selling process has always relied on such tactics as cold calling, print advertisements, direct mail and tradeshows. However, consumers have evolved. Today, they are turning out these forms of marketing – and we can’t blame them. After all, who wants to get that telemarketing call during dinner time? And do we like sifting through the mail just to find that one relevant envelope among the junk?
There are new standards in modern marketing. And inbound marketing is a viable part of the solution. Adopting inbound marketing strategies will help you connect with customers on a whole new level. And you’ll do it with less cost and no intrusion.
Inbound Marketing; Defined
Moz.com – puts inbound marketing into perspective with this definition:
“I just really like inbound marketing because I get really tired of saying SEO and social media and content marketing and email and CRO and branding and PR and all the other things you can do on the web to earn traffic and attention that don’t directly cost money.” – Rand Fishkin
In essence, inbound marketing is the process of creating interesting content that’s optimized and distributed online so that prospective buyers could find them anywhere they are on the Web. When trying to build a relationship with buyers, it becomes essential to deliver the right content at the right time through the right channel.
Below is a list of the fundamentals of inbound marketing.
1. Buyer personas
When you know who you are trying to reach, you’re working towards targeting that buyer. Personas are the profiles that hold such characteristics as the audience’s gender, age, position, ethnicity and economic position. You need to engage with them using the right messages to hit their pain points and consequently meet their needs.
2. Optimizing your website for your target audience
An important part of inbound marketing is attracting visitors to your website. The website holds your offerings and demonstrates how the product has worked for others. With case studies, E-papers and a blog, your content becomes that essential portal that educates your prospects and customers.
3. Delivering the right content at the right time
Some buyers are in the beginning of their customer journey and others are ready to buy. When it comes to inbound marketing, the fundamental element is delivering the right content at each stage of the sales cycle.
4. Content distribution
Social media is key when connecting with digital consumers. You need to find out where your buyers are on the Web, and then deliver content based on their needs.
With the right strategies and methodologies your inbound marketing strategy can really work to get customers to your door. Being fully committed to the inbound marketing process means putting in consistent effort. Are your marketing strategies successful or are you struggling to see results?