Traditional marketing efforts generate leads by pushing out information with tactics like trade show exhibits, telemarketing, print advertising, and direct mail – blanketing the masses in hopes of capturing the attention of a handful of interested prospects. Now, it’s easier than ever to get found by potential clients using digital channels like the internet, email and social media to find information about the products and services they need.
Inbound marketing uses engaging, relevant content to lead viewers to your brand and invite them to stay on your website to learn more. This approach has numerous benefits, and we’ve highlighted five of the most compelling reasons to use inbound marketing:
1. Get found organically
Google has become savvy to poor content that’s muddled with keywords and instead rewards quality content that gets shared with better rankings. Producing shareable content about your brand will engage your audience and help to gain organic traffic. (For more tips on getting found, check out our blog on Public Relations Strategies for Small Businesses).
2. Improve your social media presence
Valuable, relevant content is the heart of this proactive strategy, and the content you create is perfect for improving your brand’s social media presence. With this approach, you’ve got a steady stream of useful information to share across social media channels. When you produce and post quality materials like case studies, blogs and infographics, followers are more likely to read and share your brand with their friends.
3. Convert visitors into customers
Most first-time visitors won’t become customers right away. But if you nurture the relationship and provide appropriate information for different stages of the buying cycle, you can prove your value and earn the sale – and customer loyalty. Provide information of value in your blog, and then created gated content by offering something useful, like a white paper or video, for free in exchange for visitors’ contact information. Coupons, exclusive discounts, and email subscriptions are other simple ways to draw in visitors and keep them coming back to your brand.
4. Even the playing field
Inbound marketing is more cost effective than the traditional marketing and advertising campaigns of yesterday, making it easier for small businesses to compete with larger competitors. Whereas in the past, print advertisements and TV time ruled all, social media and the internet give small businesses the opportunity to market themselves without breaking the bank.
5. Get measurable results
Unlike billboards and print circulations, marketing in the digital age gives you quick access to measurable campaign results. Through website and social media analytics, you can see how many people are viewing your content, how long they stay on your web pages, and what methods of communication are driving their interest. By knowing what’s most important to visitors, you can streamline your online presence so that prospective clients see more of what they want.
Whether you’re just getting started in inbound marketing, or you’ve been at it for a while and want a refresher, our free checklist may be just the tool you need.