What The Heck is Inbound Marketing?
Inbound marketing is the process of attracting people to your website who actually care about what you have to say. It’s about creating content that people are interested in consuming. It’s about admitting that the old way of marketing – interruptive advertising – just doesn’t work anymore.
It’s marketing and selling your products with authenticity and transparency.
It’s what people want.
You may have heard Inbound Marketing referred to by different names. Some people call it Content Marketing or SEO or Social Media. The truth is Inbound Marketing is all of these things and more.
Inbound Marketing is a Puzzle
Inbound marketing is like a puzzle – but not because it’s confusing. It’s a puzzle in the sense that it’s made up of many pieces. Pieces that should not stand on their own, but when put together, make total sense. To truly succeed online, business need to have a comprehensive strategy inclusive of all the pieces in the puzzle. Assembling the pieces together into one, cohesive strategy is the key to marketing success.
Four Core Pillars of Inbound Marketing
In order for your Inbound Marketing program to be successful, it needs to deliver in four key areas:
Generating more traffic for a website is like a recipe: you will need the proper mix of ingredients but there’s no one single formula for success. Rather, it’s a set of strategies and supporting tools working together. Those strategies are Search Engine Optimization (SEO), Customer-Oriented Blogging and Social Media sharing. All three working together will ensure an adequate supply of targeted traffic to your site.
So you’ve optimized your content, your’re blogging regularly and you’re getting some content shared on social media. Great start. But just because you have traffic coming in, doesn’t mean you’re getting any leads.
Lead generation is a tacit quid pro quo between the marketer and customer. You have to convince your potential customer that what they’re getting (information) is worth more than what they’re giving up (their name and email address). Giving away useful customer-focused, problem solving content in exchange for information is one of the best ways to do this. The amount of information you ask of them is directly related to how valuable the content you’re giving away. The more valuable the info, the more information you can ask of them.
Once you have their name and email address, you can begin the process of nurturing leads toward sales.
Would you consider someone who Likes you on Facebook a lead? Would you consider someone who downloads your whitepaper a lead?
The truth is that not all “leads” are created equal.
That’s why managing your leads realistically while taking the long term view is a key part of converting leads to sales. Lead nurturing and segmented email campaigns are your primary tools for converting your leads into sales over time.
Analysis & Measurement
One of the great advantages of internet marketing is access to data. With the proper tools such as Hubspot or Google Analytics 5.0, you can track almost everything about your site visitors.
The reports you generate should tie directly back to the goals you’ve set for the business. Is your goal to increase site traffic? Is your goal to improve traffic from social networks? Is your goal to increase conversion of your existing site visitors? All of these can be reported on analyzed.
Remember, data doesn’t lie. It doesn’t matter what your boss wants to do or what some article says you should do. If the data shows that you’re not meeting your goals, change tactics and try again. Your inbound marketing program should be a continuous process of testing, measuring and tweaking.
Making the Leap to Inbound Marketing
If your business is looking to consistently and affordably generate leads over time without annoying your customers, Inbound Marketing is something you should look into.
Spark Inbound Marketing is a full service inbound marketing agency that can help you make the leap to Inbound Marketing. We don’t promise overnight success but we do promise a system that delivers results over time.
Drop us a line, we love to talk about this stuff!