What is Inbound Marketing?
Inbound marketing is a digital marketing technique that uses the natural process of attracting customers through content to drive them to make a purchase.
It’s also referred to as “content marketing” or “pull marketing”. The idea behind inbound marketing is that it takes less work and cost to attract customers than it does to push products onto them. Inbound Marketing is an internet marketing strategy that focuses on attracting customers by providing differentiated, useful, and relevant content.
It works by attracting potential buyers to your site without any outbound sales or advertising. This is done through content marketing, email marketing, social media marketing (SMM), search engine optimization (SEO), blogging and other related techniques.
It is about focusing on attracting visitors to your site, not pushing your message out to the masses. It is about understanding who are your customers, what are their challenges and how you can help them fulfill their needs.
How Does Inbound Marketing Work?
Inbound marketing is an umbrella term that covers the processes in which businesses attract potential customers to their website, product or service. It stimulates customer action by using content marketing, social media marketing, SEO and public relations.
Blogging – Using blogs to promote your business or company.
Social Media Marketing – Using social media platforms such as Facebook, Twitter and YouTube to generate awareness for your company or product.
Search Engine Optimization (SEO) – Optimizing web pages for search engines so that they rank higher in the search results. This relies on backlinks from other websites linking to yours and quality SEO content on your website.
Public Relations (PR) – PR takes place mainly offline, however in the current market scenario, online content consumption is on the trajectory to take over offline news within a few years. Try developing relations and conversations in the online media space as well as it has a perpetual shelf life.
Building the Foundation of Your Inbound Marketing Strategy
Building an inbound marketing strategy can be challenging for some companies, especially if they do not have any experience with digital marketing or social media. In this case, the best thing to do would be to use an inbound marketing plan template as a starting point.
We recommend following these steps when creating your inbound marketing plan:
1) Understand your goals and objectives
2) Build your audience
3) Define your content strategy
4) Map out your conversion funnel
5) Develop a budget and timeline
The people component is the foundation of your inbound marketing strategy. It’s all about identifying your target audience and understanding their needs. It’s also about developing a content strategy that will resonate with them.
The content component is about knowing how to craft valuable, relevant messages that are valuable to your target audience and distributing it to them through channels they use. The technology component is about using the right tools so you can be found by your target audience wherever they are online.
The promotion component comes down to deciding what type of marketing efforts are best for you to promote yourself so you can be found by the right people at the right time.
It is important to have an inbound marketing strategy for your business. It should be based on the following principles:
– Be helpful to customers
– Build relationships with potential customers
– Generate leads and convert leads into customers
– Deliver value with content and shareable content
Understanding Key Components of the Inbound Marketing Process
Lead Generation Funnels
The most crucial step in the inbound marketing process is lead generation. Lead generation occurs when an organization reaches out to potential customers, often through digital channels, with the intent to educate and ultimately sell them products or services.
The nature of the inbound process is to focus on the customer, so it’s important to understand what components can create a successful inbound funnel.
– Landing pages: These are often the first page that potential customers see when they visit your website. They should be optimized with high-quality content and visuals that will compel visitors to take desired actions – for example, filling out forms to download white papers or request an offer.
– Blogs: Blogs are another powerful component of an inbound marketing strategy because they allow readers to subscribe for updates or sign up for newsletters. This creates an email list that can be used for marketing purposes.
– Content Syndication: The content you publish on your blog should also be shared through various social media platforms like
The goal is to draw readers in so that they are willing to share the content with their followers. They are then encouraged to sign up for an email list or download a whitepaper.
The final step is to convert these leads into paying customers by providing them with valuable content and products that suit their needs.
Successful marketers have their own unique inbound marketing process in place, but there are four basic steps that all marketers typically go through:
- Asking visitors for information in exchange for something valuable
- Developing useful content
- Encouraging visitors to take action on this content
- Converting these leads into paying customers
Lead Nurturing Campaigns
The marketing process is the most important part of any company’s revenue. It can be split into four parts:
- Attracting potential customers
- Turning them into leads
- Converting them to prospects
- Nurturing potential customers
Lead nurturing campaigns are the most popular among all these steps. They are used by marketing professionals to turn cold leads into hot prospects.
Lead nurturing is the process of interacting with potential customers to nurture them in becoming aware of your product or service. It’s not about pitching people on your product, but instead, it’s about giving valuable information that they might find interesting.
Understanding the importance of having a lead nurturing campaign is a crucial component in an inbound marketing strategy. Lead nurturing campaigns are ways for businesses to grow their lists, nurture potential leads, and turn them into customers.
In-House SEO Campaigns for Inbound Marketing
Inbound marketing campaigns can be created using SEO tactics which include social media bookmarking, blogging, local listings, Backlinking and other forms of web-based publishing.
In order to get the most out of an Inbound Marketing campaign, companies should make sure that their site is easily accessible and optimized for search engines. There are various tools available for measuring the effectiveness of an SEO campaign such as Google Analytics and Search Console.
In addition to this external paid service providers like Semrush, Ahref, Moz, etc can come in handy to optimize your presence in SERP. Get in touch with us at 7 Peaks Digital Marketing (7PDM) to start or optimize your inbound marketing process and start reaping rewards for your business.