Inbound Marketing
Inbound Marketing

So What is Inbound Marketing, Exactly?

You’ve no doubt heard a lot about inbound marketing. How it attracts highly targeted prospects to your website, how it provides the information they seek as they research an important purchase, how it practically compels them to buy from you when they’re ready to buy, and how its ROI is absolutely phenomenal.

But the inbound methodology is a bit more complicated than traditional digital marketing. Take a look below for a short Q and A on inbound marketing basics.

What is the inbound methodology?

In a nutshell, inbound marketing works by attracting your perfect prospects to your website, and then converting, closing, and delighting them.

Inbound marketing consists of five general tactics:

  1. Content creation/distribution: blog posts published on your website.
  2. Lifecycle marketing: using specific marketing tactics in order to change strangers into customers.
  3. Personalization: creating content tailored to your prospects needs and wants.
  4. Multi-channel: approaching people where they are (using a search engine, on social media, etc.).
  5. Integration: creating content, publishing the content and using analytics tools that all work together to make sure you’re offering the “right content in the right place at the right time.”

What’s the point of blogging?

Blogging is the primary way you your prospects seek to your website. You write blogs providing the answers to the questions and concerns they have about the purchase they are considering and place the keywords they likely are to use when they use a search engine. They use those keywords in a search, your post appears, they click on it and read the post.

Keywords are secondary to the quality of the information you provide because once they click on the link to your blog post, you want to wow them with the depth of the information you offer. Doing so helps them return to your site again and again so that over time they come to trust your expertise and therefore will be more likely to purchase from you rather than a competitor once they are ready to buy.

What is organic traffic?

As mentioned above, people find your blog posts because of the keywords you place in them. You didn’t pay for an ad to get them there: they came to your website “organically.”

Do visitors just keep reading blog posts? How do they become customers?

As they read your posts, you place notification of a free offer of a report, infographic, podcast, webinar, etc. at the end of your post. All the prospect needs to do is give you her email address in exchange for the freebie.

Once you have that email address you can then send her additional reports, information, offers, etc. She becomes a true prospect and you can send her different items of interest to her depending on where she is in her buyer’s journey. Again, once she’s ready to buy, because she trusts you, she’ll buy from you.

So why don’t I just buy email lists and send prospects information that way?

Reputable email marketing software vendors don’t allow you to send an email to people on a list you purchased because they didn’t specifically opt-in in order to receive things from you. (They may have opted in to the list at some point, but it wasn’t via your website.)  They also don’t know you and while you may send emails to thousands of people, the chance that even a few dozen are really interested in what you’re selling is very slim.

Now that you’re off to a good start on inbound marketing basics, if you’d like more information on inbound methodology, contact us! Ingenex Digital Marketing is a Michigan inbound agency specializing in marketing for startups, higher education, franchise development, non-profits/associations, and more.

We look forward to talking to you about the terrific results we can help you achieve with inbound marketing!

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