What Is Inbound Marketing?
Inbound marketing is a marketing methodology designed to attract visitors and prospects for the purpose of demand generation (prospects) or lead generation (customers).
In terms of digital marketing, this means using a combination of marketing channels – the most common content marketing, SEO and social media – to attract people’s attention. The aim of a successful inbound marketing campaign is to increase accessibility and to ensure quality traffic, engagement and conversion using “earned” and “owned” media.
HubSpot, an inbound marketing software provider, started to use the term “Inbound Marketing” in 2006. HubSpot defines inbound marketing as a process for attracting, converting, closing sales, and satisfying customers using a variety of content types at different stages of the buying stage.
Inbound Marketing Vs. Outbound Marketing
Inbound marketing focuses on attracting potential customers; outbound marketing is about introducing a business proposal. Inbound marketing is about create attention, while outbound usually focuses on selling.
Inbound Marketing: Owned and Earned Media
Inbound marketing uses owned and earned media to acquire potential customers in creative ways.
Owned media, is the channels -e.g website, blog, social media networks, YouTube- that a business has control over. You choose what to publish, how to publish, and when to publish.
Earned media, is what you have achieved as a result of your work. Newspapers and magazines (offline), online digital PR online earned news sites, social media, the use of a campaign hashtag, conversations in forums (online) are covered by the earned media. You have less control over the earned media, but you receive the reward for the effort you put into the incoming marketing campaign.
Outbound Marketing: Paid Media
On the other hand, outbound marketing is ahead of paid media. Paid media can be traditional offline advertising, PPC and display advertising, or paid email.
Paid media also includes social media ads, such as Facebook advertising or publications supported by Twitter.
Although paid media is generally associated with outbound marketing, it should be noted that social media advertising is an effective way to improve the performance of inbound marketing campaigns. For example, advertising on Facebook allows you to promote your content and campaign to your target audience, no matter how niche it is.
Benefits of Inbound Marketing
Helps you reach the right audience in the right place to generate quality traffic
By using your inbound marketing efforts in the right places and focusing on reaching the right audience, you can attract your target customers to meet your digital marketing goals. It even attracts traffic from the audience that is unlikely to convert at all.
Inbound marketing can give potential customers the information they are looking for. This does not mean that those who do not want to make a purchase want to sell it at every opportunity. When you use inbound marketing as a useful and reliable source of your brand,
customers will come by themselves when it’s time to purchase.
Keep yourself from over-trusting a channel
By tracking quality traffic from a variety of sources – organic search, social media referrals, referring to other websites that tell you about your great work – you reduce dependence on a single channel and thus reduce the associated risk.
Things To Pay Attention
It has always been difficult to measure the impact of inbound marketing efforts to show understandable ROI. Criteria must be clear from the beginning.
You may not be able to track the number of leads generated as a direct result of your campaign, but the number of times your content has been downloaded, the average time users have watched your video, the number of new social media followers, and so on. all can be followed.
When planning your campaign, be clear about what you are trying to achieve and what you are trying to measure. In this way, everyone’s expectations are determined and therefore more likely to be met.
Successful inbound marketing campaigns do not take place in one day. A certain time is required to plan, implement and verify. You may need a busy workforce: you may need creators, designers, developers, social media marketers, and even a campaign manager. However, you should not spend your time and efforts on a campaign that will not lead to conversions.
Inbound Marketing Examples
1. Content hubs that provide “how-to” video guides and related product information
2. User-generated content and photo contests or social media campaigns
3. Interactive online content tools created in the related partnership to increase digital PR and promotional opportunities
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