You’ve no doubt heard the term Inbound Marketing, but do you know what it means – really?
Is it blog marketing? Content marketing? Is it all about new marketing ideas and a fresh approach to marketing communications? Does inbound marketing focus on generating positive ROI as it amplifies organic search performance – or is it a term used to define the strong alignment that exists between marketers and targeted audiences? The answer: YES!
Inbound marketing is everything from optimizing blog content to generating more traffic and leads to integrating publishing and analytics tools into a multi-channel content creation strategy that links content to people.
As inbound marketing innovator HubSpot evangelizes, by publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive. In other words, marketing campaigns that create and trumpet content the ideal target audience can relate to, share and even love.
What tools power inbound marketing?
– Blogging – A blog is the ideal tool to attract new visitors to your website and, in doing so, recruit new prospective customers. Educational, entertaining, lively, consistent and timely content is perfect for blogging – and engaging new leads.
– SEO – SEO, or Search Engine Optimization, plays a vital role in successful inbound marketing. The content machine that is inbound marketing, after all, points directly to your website. Utilizing unique calls-to-action, optimized landing pages and clever visitor forms create the opportunity for future interactions with all the visitors drawn to your content – resulting in conversions.
– Social Media – Any inbound marketing strategy would not be complete without creative social media sharing. Social media delivers the opportunity to engage clients and prospects across multiple platforms. Visual content is just as powerful as more conventional social shares, allowing for a limitless stream of content that directs people to your brand, products, services, expertise – and website.
– Content. Content. Content – When HubSpot coined the term “inbound marketing” in 2006, the company had loosely defined it as “a methodology that focuses on creating quality content that pulls people toward your company and product.” In other words, inbound is the superset of quality content. Since that time, a similar methodology called “content marketing” has taken root. Whether blogging, social media sharing or even specialty tactics, including white paper publishing, content is at the route of all inbound marketing strategies.
Inbound marketing is growing in popularity and utilization, but it will only take off on a mass level when participants truly grasp measuring cost-per-lead and conversion rates when it comes to an ROI justification.
One thing is certain, when it comes to recruiting website visitors and solidifying brand recognition, inbound marketing is a fierce mechanism that powers thought leadership, influencer outreach and prospect engagement.