Inbound marketing. Maybe you've heard of it, maybe you have fully immersed your business in it or maybe it sounds like just a trendy buzzphrase to you. I was the latter only nine months ago. But the more I've learned about inbound marketing and the more I've practiced it with Hughes and Co., the more I've come to understand the profound effect it can have on businesses and the necessity of any successful business to incorporate inbound marketing methods.
No matter your level of awareness of inbound marketing, you likely have some questions about it. Below are some answers to the most frequently asked questions about inbound marketing. I should know, I was asking them all not too long ago.
Hubspot's 'The State of Inbound 2016' report says inbound marketing "focuses on the whole process of turning a stranger into a delighted customer. Inbound is about matching the way you market and sell with the way people actually want to shop and buy. " Sounds like a simple idea, right? So how does inbound marketing execute that idea successfully?
The first step is realizing the difference between inbound and outbound marketing. Outbound marketing is a type of marketing that hasn't fundamentally changed since the 1950s. In its simplest form, outbound marketing consists of a business looking to communicate its product or services to the public. Typical outbound methods include things like mailed catalogues, roadside billboards and telemarketing. These "interruptive" methods seek to place information about a product in front of as many people as possible.
So how is inbound marketing different? Inbound marketing recognizes that the internet has fundamentally changed how people find information about products. No longer do we check the mailbox on the chance that there's information about a product we're interested in. The power to seek that information is always at our fingertips and often accessible instantaneously. People are now in control of information access through what they search for, who they follow and which emails they choose to receive. Inbound marketing takes a holistic approach that capitalizes on this fundamental shift in consumer behaviour through methods such as search engine optimization, email marketing and alignment of advertising, sales and product development.
Social media can be a powerful tool for a business to leverage. Many potential customers will try to find information about your business through Facebook, Twitter, LinkedIn and Instagram. They may be looking for hours of operation, reviews from customers or information on sales or specials. Since most potential customers are using social media to search for information, your business should have a social media presence (the level of that presence will be dependent on your business.)
So yes, social media is important. But it should only be one part of a holistic or comprehensive inbound marketing strategy because it is not the only place potential customers will be looking for information. Search engines like Google, Bing and even YouTube continue to be a go-to source for information and your business should strive to employ search engine optimization techniques. Inboxes continue to be an important source for information. A properly utilized email campaign can improve your value proposition to customers.
Even if social media, search engines and emails are driving customers to your website, are they able to find what they're looking for once there and quickly? If they are, are they becoming a cusomter by purchasing a product? If not, than your efforts are being wasted. This is why implementation of one inbound marketing tool is not sufficient on its own.
Stay tuned for our post answering two more frequently asked inbound marketing questions: "Can I Afford Inbound Marketing?" and "How Do I Measure The Success of Inbound Marketing?". If you would like to start implementing inbound marketing techniques, check out our "How To Run An Inbound Marketing Campaign" resource below. If you'd like to take your inbound marketing to the next level, contact Hughes and Co and start working with Ontario's inbound marketing leader.