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What Is Inbound Marketing?

A great marketing plan can help take your business to the next level. But with technology and trends constantly changing, it‘s difficult to underpin your plan with a solid digital strategy.

Today, we all have endless amounts of information at our fingertips. This information empowers us, as buyers, to make informed decisions about what brands we support and what products we buy. Inbound marketing embraces this and aims to provide consumers with helpful information when they need it the most.

Read on to learn more about inbound marketing, and how helping your prospects can grow your business. 

Inbound Marketing Defined

In its simplest form, inbound marketing attracts customers by creating valuable content that provides consumers with the information they need at the right time.

People want to feel in control when making purchasing decisions. They are looking for helpful, authentic brands that speak to their personal values and interests.

Before the days of the internet, we relied on direct marketing like television, newspaper, and magazine ads to tell us what product we needed. Now, we have the power to make decisions on our own. When we have a need, we can search for solutions online, find which products might be able to help, research our options, and make a final choice about which product to try.

So as people‘s buying habits changed, marketing had to change as well. The days of aggressive advertising are over, and it‘s becoming increasingly important to focus on content marketing, social media, and SEO, all of which can be a part of a strong inbound marketing strategy. 

Inbound marketing focuses on each step of the buyer‘s journey, attracting visitors to your website with valuable, engaging content, and providing excellent customer service and user experience to build trust along the way.

What Makes Inbound Marketing Effective?

It‘s easy to see why inbound marketing makes sense in today‘s customer landscape. With a huge amount of information available through a simple Google search, consumers no longer have to listen to advertisers to tell them what to buy. Self-promotion doesn‘t work for businesses anymore.

Instead, it‘s our job to our prospects why our solution is best. How we can solve their problem, and why they should buy from us as opposed to a competitor. 

While this may sound like a challenge, it‘s worth it. Inbound marketing produces 54% more leads than traditional marketing practices while at only a fraction of the cost. This is because qualified leads are attracted to your website through the content you produce.

Inbound works because it‘s built on authenticity, creating a relationship of trust between brand and consumer from the very beginning, which can help turn one-time customers into life-long fans. 

Easy Inbound Marketing Tips For Your Business

If you want to get started with inbound marketing, but it seems a little overwhelming, there are a few easy ways to get started:

Start a blog

Blogging is one of the most important parts of your inbound marketing plan. It‘s a place to show off your knowledge about your industry, and prove that you have deep knowledge and understanding of what your customers need.

When creating blog articles, start with a question your potential customers might have, and use the post to elaborate on the answer.

For example, if your brand sells athletic socks, someone may make a search engine query like “How can I keep my feet dry while exercising?“.

If you base your blog posts around questions that your customers may have, people will have an easier time finding your brand, and you‘ll get a boost in search engine rankings. 

Answer The Public is a great tool to help you find questions that users are searching for online.

Focus on social media

Social media is a place to connect with potential customers and show them the real personality behind your brand. People also turn to social media when they have customer service questions, so making sure you have a strong social media presence helps make you feel accessible to your customers. 

Get tagging and sharing your content so that new visitors will start to find you. 


Create A Video

Video is another way to communicate what makes you unique and sets you apart from your competitors.

People prefer to see video content above all else from their favourite brands.

High-quality video improves your authority, helping you rank higher on search engine results pages. It‘s a greater way to combine both education and entertainment, which will help people remember your brand when it comes time for them to make a purchase.

Educate your audience

Focus on education, rather than promotion - people don‘t want to feel pressured into buying something. The focus of your inbound marketing strategy should be providing information rather than trying to sell.

Remember, the final purchasing decision is up to them. When the power is in the consumer‘s hands, they are more likely to choose a brand that has helped them find information and seems like an honest and trustworthy partner. 

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Inbound marketing works because you online visibility will increase. Over time this helps with organic lead generation.

High-quality content will help your SEO, as Google will rank you higher if your content is relevant to what people are looking for. Inbound isn‘t directly about selling, it‘s about showing why you‘re the best choice for your potential customers.