The digital age has turned most conventional marketing on its head, putting lead generation in the hands of the customer.
From topical blogs and social media campaigns to whitepapers, ebooks, videos and webinars, inbound or pull marketing attracts customers by creating valuable content tailored to their needs.
The inbound methodology grows a business by building meaningful, trusted, lasting relationships with prospects and customers, empowering them to achieve their own goals.
Inbound marketing works because it is non-intrusive and better able to reach potential customers who do not like traditional marketing’s interruptive content, providing them with information they are already looking for. It’s a tool that enables SMBs to target potential customers while informing and resolving their problems along the way. Clients develop trust in your brand as you generate quality content they are seeking.
According to inbound marketing specialist HubSpot, it can be applied in three ways:
- To attract: drawing in the right people with valuable content and conversations that establish you as a trusted advisor with whom they want to engage.
- To engage: presenting insights and solutions that align with their pain points and goals, so they are more likely to buy from you.
- To delight: providing help and support to empower your customers to find success with their purchase.
Here are five reasons why it’s vital for businesses:
1. It is more personalised
Customers like getting messages and offers that are personalised to their needs and interests. According to Optinmonster, 74% of people hate being shown irrelevant content, which makes personalisation extremely important in any marketing strategy today.
With inbound marketing, you can create content that engages potential customers, and makes valuable educational information readily available to them.
2. It results in quality leads
When SMBs create relevant content for their target audience, these people will naturally continue to look out for more because you have identified their needs, and you’re helping them solve their particular challenges.
3. It is measurable
Because inbound marketing is digital, it is also qualifiable – you can track each component over time. This allows you to determine what works best and make changes quickly to improve results.
4. It is cost-effective
According to HubSpot, inbound marketing costs 62% less per lead than typical outbound methods. Inbound marketing is cheaper and because it is customised to a particular audience, it is more focused, resulting in a much higher return on investment (ROI).
5. It builds credibility and loyalty
Inbound marketing allows SMBs to build credibility and position themselves as experts and industry leaders in a particular field. Helpful, informative blogs, ebooks and webinars give your brand greater authenticity, enhancing their trust and confidence in your business. Customers who are grateful for useful content will be far more loyal to your brand and will have it top of mind when making purchasing decisions.