Inbound Marketing

7 Key excerpts on "Inbound Marketing"

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  eBook - ePub

  Inbound marketing

  Just round the Corner Deals await you

  • Chandranai, , Dr. Chandrani Singh, Dr. Abiresh Abraham, Mr. Ajit Pandey, (Authors)
  • 2018(Publication Date)
  • BPB Publications

    (Publisher)

  The fundamental concept of Inbound Marketing is to provide content to the visitors on the company’s website which the potential customers want and in such a way that the potential customers are able to find it easily. Thus, Inbound Marketing is a technique by which company and its related information is made available easily to customers for their knowledge and decision making.

  In the following chapters we will be discussing the inbound techniques, assessment of Inbound Marketing efforts, etc.

  1.1.1 THE CONCEPT OF Inbound Marketing

  There are many ways of defining Inbound Marketing. It is the process of drawing the attention of prospective buyers by using content creation, even before such people are ready to buy the product. Inbound Marketing can also be defined as a technique for attracting customers to products and services through the use of content marketing, social media marketing and search engine optimization.

  Further, Inbound Marketing can be looked as a strategy which focuses its efforts on drawing customers, or leads, by using company-created Internet-based content, thus, making potential customers to come to the company site rather than marketers struggling to get their attention.

  It strives to make it easier for customers, who are actively looking for goods or services on the Internet, to find what a particular company is offering. Thus, Inbound Marketing has emerged as one of the best and cost effective options to convert strangers into customers and even become promoters of a product or service. It would be good to know that content marketing is done by using a blog, and is a very good example of an effective Inbound Marketing. To sum up, some of the characteristics of the Inbound Marketing are: a. Inbound Marketing focuses on creating quality content by using tools like social media marketing and search engine optimization. b. Its aim is to attract or pull strangers to the business to become customers of the business.

  c. Helps customers, who are active online looking for goods or services on the Internet. Such people are already searching for answers online, researching the industry, checking out the competitors, and trying to decide if they really need the company's service or product.

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  eBook - ePub

  Inbound Marketing For Dummies

  • Scott Anderson Miller(Author)
  • 2015(Publication Date)
  • For Dummies

    (Publisher)

  Using this principle, Inbound Marketing specifically aims to attract those potential customers who have signaled or demonstrated an interest in what your organization has to offer. You have a valuable product or service consumers want or need — something they’re searching for online. Inbound Marketing speaks directly to that need by creating conversations that connect with prospective customers, then facilitating a positive conversion action. By the way, these conversions are not always measured by the items in the online shopping cart. Your desired conversion action may certainly be a purchase, but it also may be any derived action, including:

  • Donations
  • Reviews
  • Shares or Likes on Facebook
  • Retweets on Twitter
  • Downloads
  • Demos
  • Free trials
  • Webinars
  • Newsletters

  By offering value and facilitating connections, Inbound Marketing “pulls” in customers based on their specific expressed needs. This attractive “pull” method is a key approach that defines Inbound Marketing.

  Simply put, the practice of Inbound Marketing can be defined as:

  Learning Why Inbound Marketing Is Important to Your Organization

  Massive change is occurring in the business ecosystem. This is true in the business-to-consumer and business-to-business sectors. Inbound Marketing doesn’t just address this change; it embraces it.

  There is an unprecedented shift of power from the giant corporate conglomerate brands to individual consumers. Never in history has the individual consumer wielded so much power, currency, and influence. You and your brand have lost control. And that’s okay …

  Today, the individual consumer decides:

  • What information to consume
  • Where to consume information online
  • When to consume information online
  • When to engage with your company
  • Whether to perform an online conversion like downloading, purchasing, donating, or signing up for a service or newsletter
  • When to buy
  • Whether or not to leave a positive/negative review of your business or product

  Each consumer’s online action affects your business. The aggregate consumer behavior may have profound effects on whether or not you’re able to attract visitors and convert those visitors into leads or customers. Individual actions affect your overall ability to succeed in business.

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  eBook - ePub

  Drive Sales With Digital Marketing

  A Complete Blueprint on How to Use Digital Marketing Resources to Grow Your Business and Outsell the Competition

  • Peter Dickinson, Charleh Dickinson(Authors)
  • 2021(Publication Date)
  • PublishDrive

    (Publisher)

  So, all the content you produce should be done with the aim of comprehensively supporting your customers. Ultimately, they’re going to be looking for some form of solution to a problem, and so your content needs to communicate that solution to them effectively so that they can use your services or at least understand what you do.

   

  And finally, it provides a sustainable approach to your content marketing, which means it can be disseminated in a range of places including your website, social media, and email in order to keep your audience up-to-date with your latest insights and developments.

    All of this helps to build up a strong foundation for your Inbound Marketing efforts to thrive.

  1.3 Inbound Marketing Basics

  Having great content on your site will, over time, increase the number of visitors and, therefore, enquiries.   But how does it work? The content that you feature on your site falls under the umbrella of Inbound Marketing, and the visitors you’ll get as a result of it are known as inbound traffic.   Inbound Marketing is what you need to do well to raise your brand awareness and help your target customers to find your website.   So, the idea is that potential customers come to you, as opposed to you directly targeting specific people with inbound techniques like email marketing and paid advertising.   For it to work well, content on its own won’t do – you’ll also need to use SEO.   Search Engine Optimisation (SEO) is a process of increasing the quality and quantity of website traffic by improving the visibility of a website or webpage to search engine users.   So, when your site features on the search engine result pages (SERPs), it will usually be in the form of what’s known as an unpaid result.  

  This is because you haven’t directly paid for it to appear there. Yes, you’ve put in the time and effort to optimise it for SEO, but unlike the paid results that appear right at the top of a search engine’s results page, it’s unpaid.

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  eBook - ePub

  The Marketing Agency Blueprint

  The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms

  • Paul Roetzer(Author)
  • 2011(Publication Date)
  • Wiley

    (Publisher)

  Chapter 5 Devise an Inbound Marketing GamePlan Doing is the key to differentiation. The Shift to Inbound Marketing

  Inbound Marketing focuses on getting found by customers. People are tuning out traditional, interruption-based marketing methods, and choosing when and where to interact with brands. This basic evolution of consumer behavior, which we have come to call selective consumption, impacts agencies in the same ways it affects your clients.

  Model agencies are expanding their capabilities to meet growing demand for Inbound Marketing services, as well as using Inbound Marketing strategies to build their own brands.

  Inbound Marketing has given agencies the power to differentiate by doing. Agencies are using blogs, social networks, online video, e-mail marketing, webinars, podcasts, and ebooks to connect with prospects and clients in more meaningful and effective ways. They are creating value, while demonstrating their expertise and growing their businesses.

  The marketing world is full of thinkers, talkers, and self-proclaimed gurus, but after awhile they all start to sound the same. What we need are more doers—agencies and professionals that drive change by practicing what they preach. The market is moving fast, and growth opportunities are everywhere.

  This chapter is about using Inbound Marketing to define and differentiate your agency and brand. We walk through practical steps to generate more leads and build greater loyalty. Then, in Chapter 6, we focus on how to control your sales funnel, and turn leads and loyalty into revenue.

  The Universal Goals: Leads and Loyalty

  Inbound Marketing gives agencies the ability to boost search engine rankings, generate inbound links, and drive website traffic, which are proven lead generators. In addition, Inbound Marketing strengthens your brand and enhances your thought-leadership positioning, which can have a much greater impact on your long-term growth, stability, and success.

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  eBook - PDF

  Agricultural Marketing System in India

  • Bhagat, D.(Authors)
  • 2018(Publication Date)
  • Biotech

    (Publisher)

  Consumers do make decisions on the basis of recommendations from their friends and family. It is found that every time a customer receives a recommendation from friend they trust it but what is more interesting is that they even trust it more when it comes from someone they don’t know. Different ways of internet marketing The Internet Marketing has changed some elements of the marketing mix. Marketing on the Internet is a very different process compared to the traditional marketing. The key to a more successful marketing effort on the Internet will be an interactive strategy. Outbound marketing Inbound Marketing Outbound marketing was typically the traditional approach to marketing your business. This was also commonly known as interruption based marketing. In this method the message is broadcasted through advertising using several mediums and the objective is to gain the attention of the user. A normal consumer is bombarded with 1500-3000 advertising messages per day on an average basis. Hence it has become really backbreaking to grab the attention of the users. Inbound Marketing is where we attract the customers by providing something of value to them. It also believes in building relationship with the customers. After building of the relationship and inculcating trust amongst the customers, the product or service is sold to them. This form of marketing which places utmost importance to the customers is becoming very effective these days. Let us now understand about some of the important ways of Internet Marketing. The following diagram gives an overview of several ways of internet marketing. This ebook is exclusively for this university only. Cannot be resold/distributed.

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  eBook - PDF

  Marketing For Dummies

  • Jeanette Maw McMurtry(Author)
  • 2022(Publication Date)
  • For Dummies

    (Publisher)

  » Inbound Marketing: If you want people to call you or visit your website, you have to give them a reason to do so by delivering content that supports their decision process and provides action items that lead to informed decisions. Content built around objective and actionable information will better draw people to your brand by establishing your team as the authorities on the topic at hand and your brand as a company to trust. Your “objective” information can become your brand’s truth as long as it’s factual and presented in a way that doesn’t make your content a disguised advertisement. Formats for educational and actionable content include: » White papers » Webinars » Newsletters and news briefs » Industry trend updates and summaries » Media releases » Blogs » LinkedIn posts and articles » Feature articles, mentions, and guest columns in print and online magazines With all forms of marketing, the message, tone, and persona of your content must be personally relevant to the receiver. And so must the channel. Channeling your content Many marketers work hard to deliver relevant content — advertising and editorial — for all marketing channels only to deliver it across a channel that isn’t well suited for the audience or the type of information people seek on that channel. For example, posting personal milestones and news on Facebook is relevant to a channel created for personal stories. Posts about your kids or vacations aren’t relevant on business channels like LinkedIn and likely won’t drive your desired results.

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  eBook - ePub

  Lead Generation For Dummies

  • Dayna Rothman(Author)
  • 2014(Publication Date)
  • For Dummies

    (Publisher)

  Part II

  Connecting Inbound Marketing and Lead Generation

  Visit www.dummies.com/extras/leadgeneration for more on how to create a big content piece from start to finish.

  In this part. . .

  • Fuel your inbound lead-generation campaigns with content marketing
  • Optimize your website and search engine marketing for maximum lead conversion
  • Create a blog that positions your company as an industry thought leader
  • Use social media channels to generate viable leads for your business

  Passage contains an image

  Chapter 6

  Generating Leads with Content Marketing

  In This Chapter

  Getting started with content marketing

  Organizing your efforts and creating a plan of attack

  Creating high-value content on a budget

  Combining lead generation and content for the one-two punch

  Everyone is talking about content marketing. If you've been to any marketing conferences in the past two years, you've probably noticed that content marketing is the new social media. It’s a hot topic on every marketer’s mind and is proving to be a large part of any successful lead generation effort.

  Content marketing can be defined many ways, but I like C.C. Chapman’s the best, from the book Content Rules:

  “Content marketing is anything a company creates and shares to tell their story. It is conversational, human, and doesn’t try to constantly sell to you. It also isn’t a tactic that you can just turn on and off and hope that it will be successful. It has to be a mindset that is embraced and encouraged. You’ve got to start thinking like a publisher and use that to plan and execute your entire marketing plan, which content of any variety should be a part of.”

  Content marketing isn’t new. Brands have been using the concept of content marketing to tell their story for decades. In 1895, John Deere released a customer magazine that now has 1,500,000 subscribers worldwide. In 1904, Jell-O created a recipe book that contributed to $1,000,000 in sales by 1906.

  Consider even early cave paintings. Engaging an audience through a story has always been a primary way humans communicate with one another. Brands need to integrate this tactic into their lead generation efforts. Content marketing becomes particularly important as the new buyer self-educates through the buying journey via online channels. And because the new buyer represents a fundamental shift in how we as marketers reach audiences, creating valuable content has become a primary focus.

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