Should any sales person hear of what inbound marketing actually is, he or she will pretty much fall in love with the idea due to the sheer convenience it brings. At a digital marketing agency like Yoursite, we view inbound marketing as every online marketing activity that focuses on making prospective customers find a business rather than having the business find them. Such an arrangement often translates into the generation of qualified leads that can very well result in a sale.
In certain marketing circles, inbound marketing is also described as a permission-based marketing method. This is due in part to the fact that it leverages heavily on techniques that increase website traffic through the provision of relevant and valuable content. As statistics have shown, this is a very effective methodology for attracting and converting visitors into actual customers.
While it may sound simple on the surface, the execution of inbound marketing is certainly no walk in the park. It is achieved through a variety of strategies and techniques that are applied across an array of marketing platforms. Three prime examples of them are as follows:
- Content Marketing (through blogs, webinars, infographics, podcasts etc.)
- Social Media Marketing
- Search Engine Optimization (SEO)
As you can see, these examples hinge entirely on digital media platforms in order to engage, provide value and earn a prospective customer’s trust and loyalty over time. Hence, it is right to say that inbound marketing has only become mainstream after the dotcom boom at the turn of the century.
Advantages of Inbound Marketing Over Outbound Marketing
Every and every company will have used some form of outbound marketing strategy at some point in their existence. These are usually strategies that aim at generating leads through traditional methods such as cold calling, setting up stands at trade shows, direct mail, and buying radio or TV ads at a local station. The underlying principle in outbound marketing is the fact that you are reaching out to potential customers with little regard for relevancy of your offer in their lives. This is likened to shooting in the dark, resulting in extremely low efficiency.
In fact, the Internet has made outbound marketing methods less effective and even more expensive. While travel and set up expenses associated with trade shows are ever high, many receivers of direct mail don’t read those pamphlets anymore, and many sales calls have entered the “Do Not Call” list in almost everyone’s phone. TV viewers can now skip ads using digital video recorders. In fact, a majority of marketers are jumping out of the outbound marketing wagon at an unprecedented rate due to its fast declining performance and increasing costs.
Inbound marketing, on the other hand, focuses on being found by customers searching the Internet for relevant and valuable information about products and services they are interested in purchasing. Rather than broadcast a sales message to an uninterested crowd praying to get a hit, inbound marketers provide high-quality content that attracts qualified prospects.
Potential buyers are always searching on the Internet for facts, figures, and reviews about products and services they are interested in purchasing. As every professional digital marketing agency has shown, you can easily attract their attention through inbound marketing techniques with a highly optimized website, blog, social media page, and SEO.
According to Hubspot, small businesses that don’t have huge advertising budgets stand to gain a lot from inbound marketing because it costs up to 62% less to get leads with this type of marketing than it costs to get the same number of leads with outbound marketing methods.
How Can You Make Inbound Marketing Work for You?
The foundation of a successful inbound marketing strategy relies on four key components:
- You will first have to attract visitors to your website by constantly producing high-quality content that is relevant to your niche. When people search for similar content, they will find your site and recommend you as an authority to others.
- You should also aim at converting visitors into leads by giving them valuable content such as downloadable eBooks and whitepapers.
- Build a relationship with your leads by sending them occasional follow-up emails and posting valuable content on social media with links to more useful and relevant content.
- You can measure the results of your efforts by analyzing web statistics using tools such as Google Analytics and others.
By keeping these points in mind, you should be able to kick start various inbound marketing initiatives by yourself. Especially if you run a business-to-business (B2B) clients where marketing is never straightforward, getting started with inbound marketing can prove to be an extremely wise choice. Rather than directing sales personnel to engage in tedious cold calling and email blasts, get them to focus on consultation, follow up and proposal creation for the leads that are generated through inbound marketing.
Once you experience the absolute effectiveness of inbound marketing for yourself, you can always get in touch with a Singapore digital agency and leverage on their expertise to take it a step further.
When executed properly with enrichment-focused content, inbound marketing is sure to grow your brand. Over time, it can lead to you being seen as an expert in your industry resulting in the establishment of trust and loyalty in your visitors. Through constant engagement via your website and social media channels, you are given a middle ground where even those who are not ready to buy your products or services can give you their thoughts and opinions that will help to improve your offerings and marketing efforts. And of course, the large number of qualified leads that you receive from time to time are sure to translate into increased revenue for your business. In essence, you stand to gain through inbound marketing at every step of the way. Such is its beauty, and the reason for why it has become such a widely practiced form of marketing in Singapore today.