What is Inbound Marketing?

What is Inbound Marketing?


Inbound marketing is this new strategy
where marketers are focusing on developing content. Whether it be blog
posts or ebooks or podcasts that attract buyers or would-be buyers into your
brand experience, rather than going out there and cold calling them or just
paying for advertising. So, it’s really the act of creating valuable content
that people care about that attracts them to you rather than the other way
around. Inbound marketing is probably one of the
best types of marketing that you can do because its evergreen. If you develop
a blog post, you are going to get organic traffic coming to that blog post
for a long time as opposed to just maybe a one-off email campaign or
banner advertisement. So, that’s one benefit. Secondly, it offers more of a
natural advertising experience where they found this content they had a brand
touch point where they’ve seen who you are and what kind of educational content
that you’re offering and then maybe from there is the time to maybe start
targeting them with an advertisement or an outbound type of initiative. I think
today inbound marketing is where most marketing teams should spend the majority
of their efforts because it’s really a battlefield out there of companies
competing for attention and let’s let the best content win, right? So if one
company spends a ton time building videos and interactive content, webinars,
podcasts, etc. and you’re getting left out of that conversation, it’s more
likely that that potential buyer is going to go with your competitors or go
to that content that’s more interesting. The one thing that everybody needs to
think about when they think about inbound marketing is who the inbound
marketing is targeted to and to get really nitty-gritty as specific as
possible. If you’re creating an inbound marketing strategy centered around a
very specific target user or persona or audience or whatever the word is,
you’re going to find more success because you’re going to be able to
address their specific points in a more exact way. I think the biggest common
mistake with inbound marketing is people focusing on quantity over quality and
also focusing on the wrong personas. It’s really important to think about who this
content is for and then spend a lot of time developing quality content that
speaks to those potential buyers because that’s the kind of experience that you
want to create.

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