What Is Inbound Marketing?

Consumer Focus - Inbound Marketing

As a marketer, you’ve probably heard of the term. You may even be using inbound tactics in your current marketing. But do you know exactly what inbound marketing is and what it can mean for your business?

Today, there are two major types of marketing.

The first—one we all know well—is traditional outbound marketing, which includes methods like cold calling, newspaper ads, and print and mail mediums like postcards or bill stuffers. While this direct approach can yield results, it no longer stands a chance alone in your marketing plan.

The second, inbound marketing, presents information to consumers differently by delivering content they’re already looking for in a way they want to digest it. Relevant website content, blogs, social media posts, videos, and other online communications that provide interesting content can target and attract consumers searching for your products and services. When your brand creates this content and makes it public on the web, your inbound strategy is in play. What’s the overall goal? Get readers thinking about your offerings without overtly telling them to buy something from you. Employing this passive marketing approach is not only an easier, less time consuming, and more strategic process for your business; it presents a better experience for the potential customer.

The idea of inbound marketing is simple, but executing it successfully requires strategy. Are you ready to strengthen your web presence and attract new customers?

Follow these steps and you’ll be on your way to a marketing strategy that delivers results.

4 Steps toward Successful Inbound Marketing

1. Update your website to include quality content. The more content you create that answers a question or offers up new information to your target audience, the more likely your website is to draw in new business.

2. Invest in organic and paid SEO (search engine optimization) services. Consumers looking for information related to your business are bound to start with Google or another search engine. Make sure you’re included in the search results.

3. Create and maintain a social media presence. Social media is the perfect platform for posting interesting information in an informal way—and on a medium you know gets a lot of traffic.

4. Regularly produce blog content on topics consumers are interested in. Think energy-saving tips, ways to lower fuel bills, and new equipment rebate information.