ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Inbound Marketing For Your Business

Updated on January 9, 2014

Inbound Marketing - Attracting potential customer's attention

Marketing techniques that persuade potential customers to visit your site or use your company by offering them something they value are known as 'inbound marketing'.

Studies suggest that inbound marketing is far more effective than traditional advertising. Here we've detailed how you might start an inbound marketing campaign.

One of the main benefits of inbound marketing is that the people who click on your landing page offer, or respond to your banner ad, are likely to be further on in the buying cycle than those whom you reach out to through outbound marketing. In other words, you will be creating a database of warmer prospects.

Ecommerce Marketing
Ecommerce Marketing

Inbound Marketing

Inbound marketing is a term that incorporates a whole host of marketing techniques that seek to earn potential clients’ attention rather than buy it. Potential customers are drawn to the site because it is offering something they want for free.

The benefits are clear; customers are coming to you rather than the other way around meaning they are far more likely to trust your business. In addition, inbound marketing is often far cheaper than traditional outbound marketing like advertising banners or email advertisements. As a result, internet marketing companies are increasingly encouraging their clients to adopt inbound marketing techniques. Here are a few you might like to adopt.

Blogs are an excellent form of inbound marketing. By publishing informative, interesting articles about your company and industry, clients can read about the passion you hold for your field. What is more, you can share good news and successful case stories with clients to ensure they feel confident in your company. Moreover, the increase in internet traffic and inward links will benefit you even further by increasing your company’s ranking on search engine results pages should the blog become popular. Interestingly, it is estimated that companies who blog receive on average 50% more internet traffic opposed to companies that do not.

Similarly, releasing regular podcasts is another effective way of attracting customers to your site. Keep them informative, enjoyable and interesting in order to attract potential clients. They could be about recent projects, case studies or news articles that reflect positively on your company or industry.

Utilising social media is a great form of inbound marketing although, unfortunately, it is a bandwagon that many companies have jumped on. Again, internet marketing companies are often keen to promote this in fashion type of marketing. To really excel in a social media campaign it is essential you offer potential customers something unique. Try running competitions, offer free samples and encourage your audience to engage in conversation with your company.

Finally, instructional or educational articles known as white papers are another solid marketing tool. By presenting either an educational article, research findings or other technical paper describing how an industry or business works you can capture the attention and trust of your audience. It is essential that these are professionally written and accurate though as they are a direct reflection of your company.

To conclude, whilst tradition ‘outbound’ advertising certainly has a lot to say for itself, the inbound methods detailed here along with others are a sure fire way to increase traffic to your site and, hopefully, your business revenue.

Be professional but use your imagination as uniqueness is one thing that certainly sells on the net.

What are your inbound marketing tips?

    0 of 8192 characters used
    Post Comment

    • profile image

      Andrea 3 years ago

      Sometimes we need to buy visitors even to implement inbound marketing. This methodology is not free anymore.

      The goal is informing prospects and get their trust more than their attention.