It is a technique that draws customers to products and services via content marketing, social media marketing and search media optimization. Inbound marketing provides information, an improved customer experience and also building trust by offering potential customers information they value via company sponsored newsletters, blogs and entries on social media platforms.
There are a couple of ways through which inbound marketing is done;
1. use of contents
This is where conversion rate optimization is done on contents so that it ranks well in the search engine results pages. And this is how people discover it and connect with the brand.
2. use of social media
This is not paid mode of advertising but instead it is used to put a human face on the company. It is used by digital marketers to connect with an audience by posting something witty or a touching story that is shared by people and has the potential to go viral. Therefore brands get exposure and gain more followers when they adopt a sound media strategy.
The following are benefits inbound marketing:
1. It simplifies the jobs of sales and marketing
Inbound marketing enables teams join forces to create powerful content for prospects. Therefore, sales people are the source for the key insights into what the customers need and want at different stages of their buying process. Marketing can create a highly targeted content that educates the buyer, answers their questions and solving their problems.
2. Increases visibility and brand awareness
This is where the digital world has made it possible for the smallest brands to gain worldwide recognition. Therefore, by producing content that is aligned with the buyer’s journey, the target audience will also be able to find their information as they conduct their research.
3. Educates prospects in the digital world whey live in
This is where the prospects are doing their research online. And therefore with a bit of research and clearly defined buyer personas, one will understand where those key prospects are searching their information and also can distribute their information systematically.
4. Increases trust and credibility
Many buyers have shunned outbound marketing therefore; they do not want their day to be interrupted by your call or even email. They therefore want to consume information at their own leisure. Inbound marketing is on the buyer’s terms where one can swallow their pride, dial back their enthusiasm and target prospects in a less direct, yet more effective way, and one would gain their trust and pop in their minds when they are ready to make a purchase.
5. Generates quality traffic and leads
Inbound marketing helps to generates relationships that lead to sales. And therefore, content targeted at your key audience will help drive quality traffic and leads to your website and the more frequently one would produce content, then more often those prospects are likely to visit your site.
6. It saves money
Traditional marketing channels are expensive and one needs to pick a medium carefully to get the best value for money. And therefore with inbound marketing less expensive, where an increasing amount of users are going online to research products and services before they buy.
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