Module1:1 – Understanding Inbound Marketing
Introduction:
Inbound marketing is distinct from traditional marketing methods like print ads and mass media because it attracts customers to the business rather than reaching out to them. Although it originated from permission marketing, which allows the audience to choose whether or not to receive promotional messages, inbound marketing has evolved into a unique strategy that emphasizes content creation. This is a critical aspect of inbound marketing because it encourages customers to interact with and endorse the marketing message, particularly in today’s oversaturated advertising and media environment where many consumers are skilled at ignoring ads consciously or subconsciously.
This lesson covers various components of inbound marketing, including digital marketing, which employs web pages, social media, and value-added content. Social media marketing is a more intricate form of digital marketing that happens through social media platforms like Facebook, Instagram, and Twitter. Content marketing is highly targeted and involves sharing content that addresses customer needs and concerns.
In each of these areas, companies must concentrate on comprehending customer difficulties, addressing their concerns, and providing solutions. This differs from traditional marketing approaches that frequently highlight features, pricing, and branding.
Source: Content and the customer: inbound ad strategies gain traction – Kevin Lehnert, Sarah Goupil and Pete Brand
Inbound marketing refers to a marketing strategy that focuses on attracting and engaging potential customers through the creation and distribution of valuable and relevant content. This approach aims to draw people to a brand or business by providing helpful information, building trust, and establishing relationships. Inbound marketing typically involves techniques such as content marketing, search engine optimization, social media marketing, email marketing, and lead generation. The goal is to create a positive experience for the consumer, building loyalty and ultimately driving sales.
Inbound marketing started to gain popularity in the mid-2000s, around the same time that social media began to take off as a mainstream marketing channel. HubSpot, a software company that developed an inbound marketing platform in 2006, coined the term “inbound marketing.” HubSpot’s platform helped businesses implement inbound marketing techniques such as content creation, social media monitoring, and lead generation.
The widespread use of high-speed internet, the rise of mobile devices, and the expansion of social media were just a few technological advancements that contributed to the rise of inbound marketing. These technologies made it easier for businesses to reach their target audience through digital channels and also enabled them to track and measure the effectiveness of their marketing efforts in real-time.
As inbound marketing gained popularity, other marketing software companies began to offer their platforms and tools to help businesses implement inbound marketing strategies. Businesses of all sizes across a variety of industries are now using inbound marketing, which has become a widely accepted marketing strategy.
There are numerous tools to implement on the pathway of inbound marketing, however, I have selected a few of my favourites for each step of the pathway, which we will be delving into further in subsequent courses.
Attract: from strangers to visitors.
Inbound marketing tactics begin at the attraction phase, where a business seeks out strangers to introduce them to their business products and solutions through blogs, videos, social posts, and keywords that attract them to the business website. Platforms that we use to help manage and track potential customers in this phase include:
- Metricool: Metricool is an all-in-one social media and web analytics tool that allows businesses to track and analyze their website traffic, social media performance, and advertising campaigns. It’s a popular choice for businesses that want to make data-driven decisions and optimize their marketing efforts.
- SEMrush: SEMrush is an SEO and digital marketing tool that provides keyword research, site audit, competitor analysis, and backlink analysis. It’s a valuable tool for businesses looking to improve their website’s search engine rankings and overall visibility.
- Canva: Canva is a graphic design platform that allows businesses to create high-quality visuals for their content marketing efforts. It’s a popular choice for businesses that want to create eye-catching social media graphics, infographics, and other visual content.
Convert: from visitors to leads.
- Hootsuite: Hootsuite is a social media management platform that allows businesses to schedule and publish social media posts, monitor social media activity, and analyze social media performance. It’s a popular choice for businesses that want to streamline their social media marketing efforts.
Close: from leads to customers.
- Campaign Monitor: Mailchimp is an email marketing platform that allows businesses to create and send email campaigns, automate email sequences, and track email performance. It’s a popular choice for businesses that want to engage with their audience through email marketing.
Endorse: from customers to fans.
- Reputation management through online reviews and social media shared posts is an excellent way to build your fan base.
