9 Minute Read
The internet has given rise to a whole new form of getting customers’ attention.This guide teaches you how to create good Inbound marketing to draw potential consumers in, as opposed to pushing brand awareness with traditional marketing(outbound). Basically prioritizing draw over mass appeal. Here’s how to use inbound marketing to your advantage.
“People don’t buy what you do, they buy why you do it.” – Simon Sinek
1. What is Inbound Marketing?
To create good inbound marketing you need to attract prospective customers to your products or services by creating content and incentives that people identify with. The entire goal is to entice your customers to ask for more information or simply make a purchase. The process boils down to attracting customers to your business instead of blanketing brand awareness.
So how do you use inbound marketing in a practical sense? First, use the tools already at your disposal. The big three are:
- Social media
- Content generation
- Search engine optimization
These separate forms of marketing will generate interest from unknown prospective clients. The most prominent strength that inbound marketing possesses is the ability to convert people to your company by generating interest. Therefore, you should give the people what they want.
The Difference Between Inbound and Outbound
Outbound marketing focuses more on informing, educating, and making people aware of your product or service. While the differences between inbound and outbound can be subtle, the internet has made inbound marketing much more viable for companies, especially small businesses. You can certainly still use outbound marketing regardless of the size of your company, but it might be cheaper and more effective to stick with inbound. Examples of outbound marketing include:
- Direct mail
- Advertisements on TV and radio
2. Why Is It Important to Implement Inbound Marketing?
Primarily because it’s a method of marketing that attracts consumers to your company rather than attempting to shout louder than your competition. Basically, you’re casting a smaller, yet more efficient net. Getting customers interested in your service or product is a proven method by which to generate interest in your brand.
Inbound marketing is all about earning attention instead of buying it. You should be actively attempting to invite potential customers in rather than outwardly pushing a business offering. And furthermore, we’ve mentioned before how important marketing towards growth is for every company, not just for smaller startups.
3. Delighting the Customer
Some companies specialize in this tactic. Your mission to create good inbound marketing is to gain as much attention from interested parties as possible. So, how do you do that? By sparking their curiosity. You can generate content on your site with the sole objective of getting people to 1. Grab their attention. 2. Actively participate on your site. And 3. As they say on YouTube, “Like, share, comment, and subscribe.” So here are some examples of good inbound marketing.
Start a blog – what better way to get people to read and comment than by creating your own works of literature?
Create videos – the platform does matter, but as long as it links back to your site, that’s what’s important
SEO – a little more tricky than the other suggestions, so you may want to hire a pro
Podcast – it allows you to talk directly to your audience
A webinar – you’re an expert in your field, so let others know why and how straight from the source
Customer reviews – old tactics can be the best tactics
Infographics – people love easy reading
4. Inbound: How Traditional Marketing Evolved
There’s an old expression about the band Kiss: “when most bands start out, they want to be like Led Zeppelin. When Kiss started out, they wanted to be like Coca-Cola.” Despite the obvious insult, it was part of what drove them to fame and fortune. Kiss knew the power of drawing people’s curiosity. Be it the loud rock music, the outrageous outfits, or the face paint, Kiss certainly aroused the curiosity of millions of fans and achieved success by captivating an audience.
Which brings us to our final point; you want to captivate your audience. To create good inbound marketing you need to generate content that your target demographic wants to see, create media that your market wants to consume, and in turn, this will generate genuine interest in your product. Drawing people in organically simply results in more conversions than shouting from the rooftops.