Inbound marketing involves magnetising your brand to encourage prospects and customers to approach you. Below is an infographic that explains the fundamental stages of our inbound marketing process
What is inbound marketing?
It’s the process of attracting visitors to a website, converting them to leads and nurturing them to clienthood using a variety of pull marketing techniques, such as the creation, optimisation and distribution of blogs, guides, white papers, ebooks, webinars and podcasts, and the use of social media marketing and organic search.
Inbound marketing is about providing potential clients with valuable content. The content can be unrelated to the company’s products and services, but should always be relevant to the target audience.
The main objectives are to attract visitors, increase brand awareness, convert leads and increase return on investment in digital marketing.
The demise of old-style SEO
No doubt you are already aware of how Google’s various search results ranking algorithm updates have changed digital marketing over the years.
Thanks to Panda, Penguin and Hummingbird in particular, ‘black hat’ SEO tactics, such as paid links, keyword stuffing and duplicate content, have fallen out of favour with digital marketers, as they are no longer effective ways to improve search engine results page rankings.
Instead, online businesses have been compelled to listen closely to what their audiences are searching for and to provide them with the answers and solutions they are after in the form of valuable content.
The demise of traditional B2B email marketing
Promoting your business by sending unsolicited advertising copy to a bought email list is an unreliable form of marketing. Not only can it disappoint in terms of results, it can also damage the reputation of your business by irking recipients with what they might consider to be a barrage of inbox-clogging bumf.
Inbound marketing focuses on sending useful and relevant content to recipients who have opted in to receiving emails from your business. As content is tailored to meet the needs of clearly defined personas (fictional representations of your ideal prospects and customers), it is more likely to resonate with your audience and drive them to further investigate your brand.
With inbound marketing, email recipients are directed to your website where inbound tactics such as effective online forms, landing pages and calls-to-action help to convert them to leads.
Marketing automation software can help you to identify your leads, score how ready they are to make a purchase and nurture them with pertinent material through email and social media marketing.
Here at Click, we believe that inbound is the answer, and this is how we do it.