Inbound marketing is one of the most used and powerful expressions in digital marketing. But what does it mean? Inbound-marketing is a great strategy meant to attract leads to your brand, rather than propose your brand to potential customers.
Still confused? Here we will give you some strategies, best practises and examples to use it successfully.
In pochi punti:
What is inbound marketing?
As we said, it is the process of attracting users towards your brand rather than the opposite. It’s a discrete and never aggressive form of advertising that works incredibly well on the Internet.
Recent studies have found out that most web users are annoyed by traditional forms of advertising. For instance, a video or pop-up ad that interrupts their research or their entertainment time, is more likely to bother people than to spark curiosity.
So, how can you make yourself stand out in the vast ocean of digital informations without sounding too salesy? With inbound-marketing!
Are people going to love or hate you?
This is a decision that occures in users’ minds in a matter of seconds. Are they going to be attracted by you or repulsed? This decision goes back to your choice in inbound marketing vs outbound marketing.
The definition of outbound marketing is something that is meant to interrupt the user’s activity in order to attract their attention. This happens, for example, in tv advertising, video ads before a movie, a magazine ad page between two parts of an article. You see? Your user’s flow of entertainment, information, relax and fun is interrupted to bring their focus on a brand.
The definition of inbound marketing, on the other hand, is quite the opposite. You never interrupt your user’s activity, but you enhance it with relevant, funny, valuable content that will lead them directly to you.
Examples of inbound marketing
Let’s get real: what is an inboud marketing strategy essentially? It can be summarized with the expression “relevant content”.
Say you have an activity based on window fixtures. A user in your geographical area is having troubles with their noisy neighbor, so they go to Google and search “How to sound-proof your windows“. Wouldn’t it be wonderful if they found your blogpost about this exact problem?
They will read your article, find valuable informations, then notice that you are an expert of the field and your factory is right in their same city. They will be induced to contact you through a form and start a connection with you. Maybe they are trying to fix the problem on their own for the time being, but yhey will know you’re there.
Eventually, they’ll understand they need to change their window’s glass and immediately call you. See? You’d never interrupted their own activity and never directly proposed your product, but you have acquired a new customer nonetheless.
Other successfull strategies
Inbound-marketing can be implemented in your overall digital marketing campaign in a number of different ways.
- Create a blog. As you’ve seen in the example above, you can share relevant informations and attract people who need their problem to be resolved by you.
- Use social media. Share funny, reletable and aesthetically pleasing content. Images and videos, mottos and quotes are easily liked and shared and create a flow of eventual customer practically for free.
- Share freebies. These are downloadable contents that can be interesting for your prospects. If you are selling a virtual course in creative writing, make interested people download a free sample of your advices in exchange for their email. You will get a lead and they will understand you’re an expert in your field.
These are just a few of inbound marketing examples you can implement in your email markeing campaign or on your social media.
What makes inbound-marketing successfull?
In order to create an inbound marketing strategy that actually creates prospects and nurture leads, you must follow this path.
So, first things first: you need to attract a prospect and you now know some ways to do that. Your next goal is to convert their interest with a specific call to action. They can subscribe to your channel or yor newsletter; follow you on social media; contact you through a form.
That conversion can be easily turned into a sale. Actually, the users have come to you because they needed something: give it to them. Let them know how good you are at your job, how easily you can solve their problem.
Finally, you start growing the user’s loyalty to your brand. For example, through valuable content, intersting offers and special surprises, you can make them trust you and come back for more of your prodcuts and services.
Examples of successfull inbound-marketing
Here are some brands that have made inbound marketing their second nature, growing an army of interested and loyal customers in the process.
For instance, the drinks company Innocent has created a huge engagement on social media through a funny and relatable mobile marketing strategy. Using the most important apps that people scroll through every day (Twitter, Facebook, Instagram) they talk to their customers as friends, cracking jokes and invinting them to challenges and games.
MyProtein successfully mixes paid advs and valuable content. Their paid Google Ads always contains a relevant question or information about their products. Couple that with a powerful call to action and their conversions go wild.
Shopify’s lead generation is another great example of inbound marketing. Through paid ads and email marketing they send freebies to a targeted audience. For instance, a guide to sell on their platform during Holiday Season. People who want to sell on the internet but need a little guidance will download the freebie, read it and then probably go on using Shopify.
What if you need help with inbound-marketing?
There are a lot of inbound marketing services ready to help you out. Digital marketing is a complex and multi-colored ocean of strategies and tools and you can drown in it.
So just turn to the professionals. People who do digital advertising for a living are a sweeping group of copywriters, email marketers, social media experts and more. Some services you can easily find on the web will be happy to provide you the strategies and campaigns you need to boost your audience – and your sales!
Here are some names to keep in mind for your inbound marketing strategy:
- Intercom: this service prides itself on delivering conversational experiences to customers. Through apps, bots and data analysis they create a customized journey for every company.
- Hubspot: their tagline is literally “Create content your prospects crave”, so you see where their attention is focused. Inbound marketing through content is extremely powerful.
- Mailsenpai: we are proud to include our services in this list because of our email marketign specialization. We help companies achieve their goals using emails, SEO, SEM and more. Also, you can try our services with a free trial!
- Kuno Creative: they have a 20-years experience in converting leads to loyal customers, and are specialized in mid and large-sized company.
You need a structured strategy of inbound marketing to make it a powerful tool in your arsenal. Follow our advices, news and tips for more, study the best practices, observe your competitors.
And if you need a professional help, contact us for a customized service.