Are You Safe? A Solid Inbound Marketing Strategy Can Help You Soar! [Infographic]
Don't Get Surprised Because You Lack an Inbound Marketing Strategy.
You started your business a few years ago. Everything is working well enough but you have visions of a future with more customers and more wiggle room to invest in your business. You have just enough customers to keep the lights on but you really want to grow. You can't seem to get the number and quality of customers your competitor has. Not only that, it seems every time you think you have a lead, they get picked-off by your competitor.
You send out flyers, advertise in local media, attend trade shows and networking events but your efforts provide a small return. Your competitor seems to be a household name and you are lucky if anyone has heard of your company. Things could be better.
You have heard of inbound marketing but you are not sure how it applies to you. How will it help you to get good quality leads and customers who are enticed by your service? Wouldn't it be nice to give your competitors a run for their money?
What You Need to Know About Inbound Marketing
Push vs Pull
The easiest way to understand what Inbound Marketing is to describe the “push vs. pull” method of marketing. “Pushing” would be any marketing effort where you push your services, product, and advertising in front of people without them wanting it or looking for it. Classic examples of this are TV ads, newspaper ads, and flyers. You may get some customers who happen to be interested in what you are selling but it is a matter of getting the word out to the biggest audience (which is very costly) to increase your odds of getting potential customers.
“Pulling” would be marketing where you have an understanding of what your target customer wants and you publish content (blogs, ebooks, videos, classes) that will help them. You will show your value to them and they will want to pursue you as a possible solution to their problem. It is about bringing customers to you by adding value. Your content would be specific to your target customer, therefore, you would know that any leads that were generated would give you a greater chance of a sale (and being aligned with your mission).
A good example of inbound marketing would be a company that is selling household repair services. The company might have a blog where they would regularly publish useful and relevant articles related to what their potential customers want (i.e. when repairs are needed for certain items in a house). People that are interested in this would find the company's blog (using Google Search or through other blogs) and then would see the service/product the company provides. They may choose to purchase additional useful services or products that the company has for sale or they may make a mental note of the company for a future service or product.
This is a very simplified example. You may have many questions like:
- How do people find me on the internet? SEO
- How do I capture the leads when people visit my site? Landing Page
- What do I put on my website that interests my potential customers? Content Marketing
- How do I get in contact with those interested in my product or service? Email Marketing
- How do I get my face in front of people that may be interested? Social Media Marketing
- How do I position my company so as to stand out from my competitors? Branding
The short answers are in Bold. Inbound marketing is not hard to understand but as you can see there are many pieces that need to come together.
Hubspot offers a great free class on inbound marketing and you can get an official certification.
With these tools, you now have a good start in developing your inbound marketing strategy. That being said, things continuously change so keep your eye out for current trends. Tenfold wrote this great article Inbound Marketing in 2017 - 5 Trends to Keep Your Eyes On. It will help you see what things are "in" this year.
The important takeaway from this, inbound marketing and its individual components provide a significantly higher ROI than traditional outbound marketing. Today, it is so easy for anyone to get free information. Inbound marketing is a great way to show value to your targeted customers. Show them that they need you and that you are invaluable!