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Jun 03, 22  |  Ibrahim Imran

What Is Inbound Marketing: What, Why & How : Complete guide

Wondering what is inbound marketing? In this article, we break down the complete definition, problems it can solve, ROI, and how to run a successful inbound marketing campaign. 


What Is Inbound Marketing?

Inbound marketing is the process of assisting potential customers in finding your business. This typically occurs before the customer is ready to buy, yet initiating contact early can lead to brand preference and, eventually, leads and income. Content marketing, blogs, events, search engine optimization (SEO), social media, and other types of pull marketing are all used in inbound marketing to raise brand exposure and attract new business. Inbound marketing focuses on exposure, so potential buyers come to you, as opposed to outbound marketing, which seeks out customers. Inbound marketing focuses on new strategies for increasing awareness, cultivating relationships, and producing leads, rather than "renting attention."

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Because these tactics don't make consumers feel like they're being sold to, they're appealing to customers. Inbound marketing material is instructive, interesting, and well-received by customers. Inbound marketing, when done right, can produce far greater outcomes than traditional marketing, which interrupts prospects rather than inviting them to connect. When customers find your company this way, it has a bigger impact on their marketing decisions in the future and how they feel about your brand in general. What's the best part? Inbound marketing focuses on brains rather than budget because it generates only organic leads.

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How Inbound Marketing can Help 

Now that we know what is inbound marketing, let's discuss the problems it can solve. Inbound marketing is an investment that can help you boost brand awareness, preference, and eventually revenue when it comes to adopting a long-term strategy.

Problem: I need to raise my brand's visibility. An internet search is the starting point for up to 93 percent of buying cycles. You can improve brand awareness organically if your company appears at the top of search results or is active on a searcher's social network. To do so, make sure you have the appropriate information and messaging in place to appear in these important inbound channels.

Problem: My issue is that I'd like to improve my brand preference. You develop trust and raise the possibility that potential consumers will choose you when they are ready to buy by educating, entertaining, and communicating with them before they are considering making a purchase. Never underestimate the power of a well-known face.

Problem: I need to produce more leads, but I only have a limited budget to do so. Inbound marketing can solve this problem as it is a long-term commitment that pays off in the long run. As you get more competent at developing and curating content that naturally draws organic leads, your returns will grow many times over.

Problem: I'm not sure I have the personnel or the funds to execute inbound marketing. The more effort you put into inbound marketing, the more you'll get out of it. You may prevent wasting efforts if you have a clear strategy in place that outlines important themes, content, and distribution.

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The Return On Investment (ROI) of a Successful Inbound Marketing Campaign

Now that we know what is inbound marketing and the problems it can solve. Let's move on to understand the potential ROI it can offer. Inbound marketing is different from conventional marketing strategies in that it typically has a lower upfront cost and, when done well, can produce a significant return on investment.

You get leads via inbound marketing. Traditional tactics create three times more leads per dollar than inbound marketing (Content Marketing Institute).

Inbound marketing is cost-effective. Businesses that rely primarily on inbound marketing save more than $14 for each new customer they attract (Hubspot).

Inbound marketing has a demonstrated return on investment. Within six months, 44% of firms using marketing automation software receive a return on investment, while 75% see a return after a year (Groove Digital Marketing).

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Best Practices for Inbound Marketing 

With the definition of what is inbound marketing, the problems it can solve, and ROI potential, let's see the best practices for inbound marketing!

It's more about brains and commitment than money when it comes to creating killer content. You can't make content effective by throwing money at it; you have to put your mind and heart into it. To get started, follow these steps:

Establish Objectives and Buyer Personas

Determine who your target audience is and learn everything you can about them. You can't develop content to educate your customers before you understand who they are.

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At Each Stage, Provide Content.

Answer the questions that your clients are likely to have at each stage of the buying process before they ask them. Choose a fascinating story that is unique to you. 

Transformational inbound marketing is a notion that goes beyond typical inbound marketing tactics. Transformational inbound, unlike standard inbound, uses quality content to attract and keep clients throughout their whole lifespan, not just before and after they become customers. In addition, personalization and relevance are more important in transformative inbound marketing.

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Decide On Your Delivery Methods

The more valuable the material you provide for your audience, the more probable it is that you will convert them into customers. Hence, you need to determining the best approach to contact them. Options such as Twitter, Facebook are popular mediums, but there are more approaches available. 

Make A Content Calendar & Stick To It.

A content calendar can go a long way in helping your business engage with customers on a regular basis. Maintaining relevance and building your brand as a trusted thought leader requires a steady supply of material that solves your clients' questions, issues, and pain points.

Evaluate & Improve Your Inbound Marketing Strategy.

When it comes to measuring the performance of your inbound marketing activities, you have a lot of options. These tools will give you vital information into how your efforts are performing, whether you're looking at SEO rankings, inbound links, or the quantity of articles published. On a weekly basis, set aside time for analysis. This stage will help you determine the effectiveness of your inbound marketing activities and how they may be improved.

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