Latest posts by Laura Cyples
- Design Your Digital Content: Using the F Pattern to Boost Engagement - 12th August 2019
- Copywriting Update – Autumn Writing 2018 - 30th November 2018
- Why Inbound Marketing Matters to Your Business - 11th July 2018
Inbound marketing is essential for the growth of your business. Yep, it really is. And if you’re not onboard with inbound yet, you better jump on it pretty sharpish.
Gone are the days of relying on interruptive, outbound marketing methods; we’re all too cynical and sick of it. We’re sales-pitch savvy buyers and we demand to be treated with a tad of respect.
I mean, think about it: Do you like being interrupted by annoying cold calls? Love finding your inbox stuffed with spammy ‘buy this now’ emails? Are you motivated into action by shouty men on TV adverts? Nope, neither am I.
And your prospects don’t want pushy, in-your-face tactics either. They want value and to feel in control.
So what is Inbound Marketing?
Inbound marketing is all about attracting customers to your business by offering them value. It’s an approach that builds trust over the longer term and positions your business as knowledgeable, helpful and open.
So it makes sense that Inbound marketing builds better relationships and therefore a better business.
Image via SEOPressor
It’s about your customers finding you and buying from you on their own terms. Not because they’ve been browbeaten into it, but because they trust you and have chosen you.
Why does it Matter to Your Business?
You might think you’re getting along just fine thank you very much by using the outbound marketing methods you’ve always relied on — dishing out flyers and making sales calls. But the truth is, you’re probably not.
You might also imagine that what your business offers is so great potential customers are sure to choose you over the competition without bothering with this inbound business. That your company really is special. But here’s the thing, it’s not.
There are loads of great businesses out there all offering the same things you do, along with the same years of experience, the same killer customer service and all the same USPs as your organisation.
So, how can you hope to get ahead in today’s competitive marketplace?
Inbound Marketing gets you Found, Noticed & Remembered
When you’re on the hunt for a particular product or service these days, or need an answer to a question about anything, where do you look?
I’ll tell you where you don’t look: you don’t look through the recycling bin where all the flyers end up, you don’t flick through the increasingly slim Yellow Pages and you probably don’t look it up in a hardback.
You search for what you’re looking for on the internet.
Getting Found First
So how do you help your business get found when a consumer looks online?
Strong on-page SEO will help your online content do better in the SERPs (search engine results pages). And the higher up the SERPs you are, the more likely you are to be found by the consumer who’s looking for an answer to a burning question, or who’s looking for the products or services you offer.
Content that’s optimised for the search engines, coupled with social media marketing, will make sure your business gets in front of more potential customers.
Giving Your Prospect Something
Give your customers a positive experience of your business by providing helpful, informative content that addresses a concern or problem they may have and you’ve got a much better chance of them buying from you when they’re ready.
Publishing quality content in the form of blog articles, downloadable whitepapers or even something a little longer and more in-depth, like an eBook, helps to build trust with your prospects and raise the profile of your business.
Content marketing, along with customer reviews and case studies, helps to position your business as an authority. It tells consumers you know your stuff, you’re helpful and you’re the obvious choice when they need what it is you’re selling.
Educate your audience and offer them something useful.
Gaining a Loyal Customer
Inbound marketing is relationship building. Your new customer has come to you; they’ve chosen you. And because the process has been on their terms, there’s a better chance they’ll be back.
So even after your prospect has become a customer, keep the conversations going in the form of email marketing.
Pop informative emails into their inbox and continue to offer them valuable, interesting content.
So, get found first, give your prospect something of value and there’s a good chance your prospect will stick with you and become a loyal customer.