If you are not immersed in the world of marketing, you might not be familiar with the differences between inbound and outbound marketing. You know that you want to drive traffic to your website and make sales, and have an idea about some strategies, but the details and complexities escape you. Here is an analogy we like to use to explain the difference:
Outbound marketing is like a telemarketer. They call your cell phone during dinner time and you listen to the automated message. It’s disruptive and, at times, annoying. Inbound is like that amazing window display at a store that makes you want to walk in. Inbound marketing is about bringing potential customers to you instead of you going to them. But much like traditional marketing, digital inbound strategies are complex, often requiring a full-fledged marketing plan.
To set your inbound marketing goals, begin by assessing your current reach. Google Analytics is a great tool for understanding your key performance indicators. These might include: monthly unique website visitors, click conversion rates, and sources of traffic - PPC, SEO, blogging, social media, or email. Decide what you want to increase, and then create a plan for how to increase those metrics. What are the best three tools for doing that?
Top business blogs answer common questions their customers have. If your company consistently creates helpful content, it'll help establish you as an authoritative source for information. Imagine what happens when your customers start sharing your advice with their friends and family to answer questions and offer suggestions. As your scope of authority expands, so does your customer base.
In addition, blogging is the best way to continually increase your website's SEO ranking. Each time you write a blog post, another page on your website is indexed. It also creates another opportunity for you to show up in search engines and drive organic traffic to your website.
Social media sometimes gets a bad reputation in marketing because, for most businesses, it is not the marketing channel that directly drives a large percentage of sales. Email and SEO often outperform it. However, social media is the outlet most use for content discovery and new client interests. Social media is at the very top of the sales funnel and helpful for building prospective clients, building an audience, establishing your business as experts, and nurturing relationships. Despite the confusion surrounding the best way to leverage social media marketing for business performance, social media is not a one-way messaging platform. It is more like that window display we discussed in the beginning; it brings the customer to you and provides a natural platform for conversation.
Google Snippets Box
In the early 2000s, Google helped buyers find the answers to their questions by recommending countless links to potentially relevant information. It was during this time frame that SEO became one of the best inbound marketing strategies. Today, snippets and quick answer boxes reduce the amount of time spent searching through those links by serving up information--no click required. To have the very best SEO, companies should create content not just intended to rank, but also to be pulled into the snippets and quick answer boxes. This process combines a series of formatting strategies that are constantly changing as search engines update their algorithms. Experienced digital markers are usually the only people able to keep up with these trends.
Inbound marketing is just one section of marketing but it is one of the best strategies that a company can use. For more formation about how to properly sell your brand's principals, email us at firstname.lastname@example.org