Inbound marketing refers to any marketing that's based on creating valuable content to attract new leads. Customers looking for solutions will then find that content and consume it voluntarily.
Inbound marketing is the opposite of outbound marketing, where businesses compete for the attraction of buyers. And that's often done through advertisements and promotions.
For instance, this glossary entry is a form of inbound marketing.
We wrote this entry to help you understand what inbound marketing is. You probably found it by searching for phrases related to "Inbound Marketing". And now you're consuming it to learn more about the subject.
There's a reason why print, radio, and TV are becoming things of the past.
We have all had enough of the long advertisements on TV and radio. And there isn't a single person on earth that hadn't left a website due to the annoying popup ads it displayed.
People have changed with the internet - and so did their psychology.
Human beings love to be masters of their own destinies. They want to find specific answers to their questions - and do it quickly.
Unfortunately, outbound marketing doesn't allow that.
That's what gained inbound marketing extreme popularity. It gives users full control of what to consume and for how long. And it helps them find precise answers in the form they prefer.
There's often a misunderstanding when it comes to what inbound marketing is and isn't. Depending on the customer, inbound marketing can be broken down into three stages:
Awareness begins with people trying to learn the basics or finding answers.
The first place we all go to when looking for solutions is a search engine. So, the content you create here needs to be well optimised for SEO.
The goal with the type of content isn't to be sales-y and promote any products or services. It's more directed towards attracting news leads and getting them to convert.
You can do that through:
Some prospects may show interest in your offers, but that doesn't mean they're ready to buy. That's why you need to create content that engages them on a deeper level.
The question is no longer - why should I use this?
But more about - why should I buy from you?
At this stage, the goal is to build trust, show your expertise, and familiarise people with your brand. If your leads are still hesitating to take action, show them why it's the right thing to do through content.
Types of content that work at this stage:
Action is the last stage of any sales funnel. And it often ends with a qualified prospect making a final decision to close the deal.
Prospects at this stage are already familiar with your brand. So, any content you create can work here. But, you need to be sure that what you're offering is getting them closer to the purchase decision.
Don’t think the content you’ve got is helping you? Get in touch with us for a free strategy session where we’ll help you refine your content strategy and set you up with an action plan.
If you need help implementing it, we could pair you with an awesome marketing team through our matching service too!