What is Inbound Marketing?
Inbound marketing is a strategy that aims to create value with the help of Pull marketing, i.e. content marketing, blogs, events, SEO, social media and more, to create better brand awareness and generate new leads. Unlike outbound marketing, where marketers try to find customers themselves, inbound marketing is about getting customers' attention and making the company easy to find.
Why is inbound marketing so hot today?
We live in an age of information overload and attention deficit - and the pace of information creation is actually increasing. According to IBM, we now create 2.5 trillion bytes of data every day - so much that 90% of the world's data today was created in the last two years alone.
Nowadays, potential customers are thus offered significantly more options for obtaining information - which in turn leads to greater decision-making power when making a purchase. With just a few clicks, you can access detailed descriptions, prices and reviews of goods and services around the clock.services access. Meanwhile, you're encouraged to share and compare your experiences via social media, while mobile devices suggest a sense of "whenever and wherever".
For this reason, traditional marketing tactics based on "renting" attention that others have built up - and interrupting the buyer in the process - are becoming less effective.
To replace these outdated marketing tactics, companies are moving to create brand awareness, build relationships with customers, and generate leads. In short, inbound marketing is based on attracting customers on their own, not "chasing" them. It helps the potential customers early on in your Customer Journey in finding your company. This in turn leads to a stronger influence on their future purchasing decisions.
What are the benefits of inbound marketing?
Inbound marketing enables:
- Shaping a brand preference and thus influencing future purchases
- Generation of social media shares and inbound links
- Increase brand awareness.
- Customers can engage with your brand around the clock, no matter what point you are at in your Customer Journey are
- Generate qualified leads for less money (compared to traditional marketing)
Unlike traditional marketing initiatives, inbound marketing builds on itself over time. For example, interesting content provides many immediate and long-term benefits.
What makes a good inbound marketing campaign?
There is no one inbound marketing approach that works well on its own. The most successful campaigns include all or parts of the following elements:
- Social media
- Live Events
When all of this (and more) is combined, a company solidifies its place in the eyes of its customers for the long term!« Back to Glossary Index