The Ins and Outs of Inbound Marketing

Published on November 10, 2017 | 2 min read |

Inbound marketing can be a vital tool for sharing your company’s message. Here’s what you need to know to get started.

What value does your business currently offer digital users? Are you confident in your tactics or are you on the hunt for more effective marketing solutions? Inbound marketing may be the perfect tool for your company. This type of campaign-centered marketing captures customers by providing engaging content to help build loyalty across digital platforms.

What makes this marketing approach attractive? It’s cheaper than traditional advertising, helps position your business to receive more benefits, and often results in more return on investment for your organization. Inbound marketing allows you to:

• Attract through blogs, keywords, and social promotions
• Convert by using forms, calls to action (CTAs), and landing pages
• Close by implementing a customer relationship management system (CRM), emails, and workflows
• Delight by providing surveys, smart content, and social monitoring

Check out these seven strategies your sales team can work with in the future. Keep in mind, each business model is different, so your marketing approach will likely be unique to your brand.

1. Website content: schedule and upload fresh content to entice new readers. Off-site marketing: place original pieces on other sites to drive more traffic.

2. Search Engine Optimization (SEO): utilize the power of SEO by increasing your website’s visibility with quality content.

3. Social media: take control of this powerful tool by managing and updating these platforms routinely.

4. Influencer marketing: target valuable power players in your field through digital campaigns to gather more awareness.

5. Digital newsletters: provide users with relevant content delivered directly to their inbox.

6. Branding: apply this to all of the above strategies. Take time to define your company’s voice as you aim to attract new users.

Funnel Vision

Think of your inbound marketing tactic as a funnel. You want to start with the widest part of the funnel first to snatch the biggest audience. Once you approach the middle of the funnel, you begin to work on filtering through the users you’ve acquired. Who is relevant to your business and who can you do without? Next, as you arrive at the tip of the funnel, you are met with your core leads—your ideal customers. Make your resources, articles, and calls to action (CTAs) meaningful to keep your users hooked throughout each phase. Content is the catalyst for your inbound marketing funnel success.