With over a 1/3 of Google search queries NEVER being seen by anyone, it is more important than ever to ensure that your website is easily discoverable by both Google, as well as potential customers that are looking for the products and/or services your company offers. This is why, as a marketer for your company, you need to have inbound skills. Now you may be asking yourself, what is Inbound Marketing? With Outbound Marketing or Traditional Marketing going out the window with things such as TiVo, satellite radio, and caller ID, potential customers can block or tune you out you before you even have a chance to get your message across. Since Google has now become so powerful that it is actually a verb in the dictionary, we need to be smarter about how to make companies stand out when potential customers are searching for them. Inbound Marketing is THE way to approach things if you are trying to generate new leads from your website, nurture those leads, and ultimately convert those leads into paying customers.
What is Inbound Marketing?
Inbound Marketing is, simply put, the process of generating new leads, nurturing those leads, and then converting those leads into customers. You will then delight them to the point where they become unofficial promoters for your business. Inbound marketing is done at a lower cost to you and creates a 2-way conversation between you and the customer. The point is to entertain and educate your visitors so they will want to come back. Inbound Marketing relies on the creativity, effort, and talent that is put into it. When you make an email, you need to be creative so that the person receiving it opens it instead of automatically deleting it. You want to catch the reader’s eye!
With Inbound You Will:
1. Attract Visitors
2. Convert Visitors into Leads
3. Convert Leads into Paying Customers
4. Delight Customers into Promoters
Inbound consists of:
- Social Media
- SEO/ Keywords
- Landing Pages
- Press Releases
- And More!
How Do You Use Inbound?
Inbound marketing is not only a way to attract visitors to your site, but it will keep them there and make them want to return. Good inbound marketers entertain, educate, and provide the most enjoyable experience possible for site visitors. When someone is navigating your site, it should be EASY for them to find exactly what they’re looking for. When developing your website, you need to incorporate the proper keywords and descriptions so that Google will rank your site high in their search engine. A company may also find it is useful to create an eBook, white paper, or case study that requires visitors to fill out a form on their website to get the document. If they like the eBook, white paper, or case study that you’ve given them, they will likely come back for more information or be likely to remember you next time when they have another question. Blogging is also a very important tool for informing and entertaining your website visitors.
The benefits of inbound marketing are unparalleled. With outbound marketing you go TO the customers, with inbound, you attract the customers TO YOU. No other form of marketing allows you to do this. Additionally, inbound has been PROVEN to deliver results. The days of paying for television commercials, radio commercials, billboards, and other forms of outbound marketing are dying. The entire world has gone online, which means YOU should be too.