What is Inbound Marketing and How Can it Help Your Business
Inbound marketing is when you market your business using videos, blogs, social media, search engine optimization and other types of content, to reach to people that are interested in what you have to offer. They’re looking for your products/services in search engines, social media or have subscribed to receive emails. Inbound marketing has taken the business world and drastically transformed what we do for marketing.
We no longer pay attention to ads being pushed on us that we’re not interested in (let’s face it, in most cases we simply turn away from such ads). If you want to spend less, get more qualified leads and actually publish interesting content and interact with your clients/customers in real time, then inbound marketing is the way to go.
One of many forms of inbound marketing is email marketing. Email marketing has proven it can withstand the trials of time on the Internet. It can engage online customers and ensure repeat customers. I come across a variety of businesses that keep telling me that email marketing is not for them. When I look at what they had before, I get nauseous seeing how they’ve presented themselves for their users to sign up for an email newsletter, promotion or a free PDF for download. Instead of providing value, all they’ve done is ask the user to “sign up” and get a weekly newsletter. Here are a few suggestions on improving your email marketing campaigns:
- Split test the emails sent out
- Change the subject line
- Senders name
- The day the email is sent out
- Time the email is sent out
- Landing page where users enter from emails
- Encourage social sharing
Blogging is probably one of the most, if not the most effective way to get user engagement on a website. Anyone can essentially start a blog and publish pretty much anything they want. Remember, a new blog isn’t likely to catch steam in the beginning. It needs to warm up like good old steam engines. When a blog warms up and you update your content at least 2-4 times a week, success is bound to show its pretty face. Studies have shown that websites that blog regularly saw lead generation increased a whopping 126%. A couple of key pointers when you are blogging:
- Make sure you use basic SEO to ensure search engines are picking up your blog post
- Mention the main topic at least 2-4 times
- Make sure you submit your blog post for indexing in Google/Bing webmaster tools
- Blog about your industry and industries closest to your industry
Using social media is absolutely critical when marketing your business online. Let’s forget about what Google thinks about your website if you don’t have social media. Can you imagine the ease of access to your most loyal customers? You can contact them and they can contact you at any time, which can increase customer service and retention. Some interesting facts about social media:
- You can increase awareness of your brand, product or service
- You can reach customers quicker and on a personal level
- You can follow up with upset customers instantly (which makes you look awesome)
Just make sure you actually track visitors when they come to your website from social networks. You can do this with segmentation in Google analytics. Take a look below on what to segment with traffic coming from Twitter:
Are you ready to start?
You have to consider that if you have the time, all of these strategies are completely free. This is why inbound marketing is extremely important to any industry (B2B or B2C). Of course, there are wrong and right ways of going about implementing any marketing. If you want to pay an inbound marketing agency, make sure you do your research and ask for case studies. This way you get the best of both worlds. If you want to do it yourself, you might want to educate yourself on how to perfect each inbound marketing tactic. It might take a long but the rewards are very promising!