Inbound marketing is a term that probably gets more hassle than it’s worth. While it encompasses a wide range of areas, it’s a term that’s met with confusion by those who are hearing it for the first time. You already do marketing on social media, traditional advertising and through your site, so you can be forgiven for thinking that it’s another section to add onto your workload.
However, the reality is far easier to understand than you would expect and for a smaller business, it’s a long-term strategy that can really help improve it provided you have a plan. Here is a simple breakdown of what it means and how you can make it work for you.
So What Is It?
In essence, inbound marketing focuses on the type of content you create for free to attract new business. Instead of paying to win your audience (outbound marketing), it focuses on attracting people to your site or social media channels with the intention of converting those visits into sales. The focus is very much on developing relevance to potential customers instead of forcing your brand upon them, which is what regular paid advertising does.
So tools like blogs, social media channels, SEO, websites, and videos are all included under the umbrella that is inbound marketing. Chances are that you’re already using one or more of these channels to broadcast your business so already, you’re engaging in the practice without realising it.
Inbound marketing is better suited to businesses who don’t have a large marketing budget at their disposal, instead focusing on low-cost channels such as social media and blogging. Larger businesses can engage in it as well, but it’s usually combined with paid advertising to create a more effective marketing strategy.
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