In the past year inbound marketing has become one of the most popular ways of marketing businesses big and small. The term, coined by Hubspot, refers to the opposite of outbound marketing, which includes things such as commercials, billboards and signage. It is the concept of attracting customers that are already interested in your business, instead of targeting people that may not be interested in your product or service.
What is outbound marketing?
You see outbound marketing everyday. It is the concept of getting your brand as much exposure as possible. Unfortunately this includes exposure to people who have no interest in your product or service. Billboards and commercials are a perfect example of this. With these mediums you are paying to advertise to a certain number of people. The only problem is that there is no guarantee that these people are interested in your product. With the thousands of people that you may reach, only a small percent are in your target audience.
How is Inbound Marketing Different?
Unlike outbound marketing, inbound marketing attracts people who are already interested in your product. It does this through utilizing the internet to attract people who are already searching for your product or service. For example, if you are a dentist, you will create content that answers questions that people ask before deciding to go to the dentist (i.e. How do I know if I need a root canal). If your website has an article about that and people are searching that phrase and find you, there is a good chance that they will be a qualified lead for your business.
How does Inbound Marketing Work?
One of the most important parts of inbound marketing is quality content creation. You must start by researching what your leads are looking for. If we use the example from earlier, if you were a dentist you would research different dental terms to see what people are searching for. You need to spend time brainstorming what your potential customers might be searching for on the internet and then create content around those search terms. Although there are many other factors that play into whether or not Google shows your content, the base of inbound marketing is found in the content creation.
The Social Jeanie is a social media management company that is certified in Inbound Marketing. If you are looking to find out more about inbound marketing or how to make an inbound marketing strategy for your business, contact The Social Jeanie.