Inbound marketing is about letting customers coming to you.
Today, businesses are moving towards subtler ways of building their customer bases, and this is for all industries.
You need an inbound marketing strategy.
By harnessing the powers of a list of tried-and-tested inbound marketing strategies, businesses can encourage customers to get in touch with them first. These strategies can be anything from blog writing and social media, to simply getting branding right.
With this straightforward guide to inbound marketing, you will see both how easy these methods are to put in motion, as well as how effective they can be even for those on the smallest of budgets.
What is Inbound Marketing?
Although there are many complex definitions of the term ‘inbound marketing’ out there, we believe the above version defines it most succinctly. This simplistic definition covers all aspects succinctly. Moreover, it really is as simple as it sounds – these are technically free strategies which will increase the traffic to your website or social media without you having to contact them directly. In short, inbound marketing is indirect marketing.
‘[Inbound Marketing are] things you can do on the web that earn traffic and attention but don’t directly cost money’.
Fishkin, Rand and Thomas Høgenhaven
Much like the new trend amongst entrepreneurs of developing “passive income”, businesses are now opting for building a passive customer influx. If you wrote a best-selling book today, you’d be earning money while you sleep.
If you set in motion inbound marketing strategies today, you could be earning new customers while you focus on your business venture.
Of course, to get the most out of inbound marketing, you will need to manage the marketing on an ongoing basis. However, on the whole, it is a lot less tiring, and requires much less effort and potential expense, than those door-knocking, TV advertising tactics of outbound marketing.
Why Should Brands Implement A Marketing Strategy?
Nowadays, businesses of all kinds are doing away with traditional marketing practices such as cold calling, spam emailing, flyers and brochures. Brands would do well to follow the trend.
Over the past twenty to thirty years, the UK has seen the introduction of an array of methods to clamp down on unwanted direct marketing.
It began with the implementation of the National Canned Spam Act and the introduction of Spam Folders in email services so that customers could blacklist certain emails. Next, Caller ID technology was brought in to allow mobile users to confirm whether the number may be spam. Most recently, GDPR laws have arrived to ensure there can be no unsolicited buying of customers personal data without their specified permission.
After the National Canned Spam Act, research from MarketingSherpa concluded the email opening rate for each email marketing campaign had reduced from 39% in 2004 to below 25% in 2014. Imagine what it is like today after the introduction of GDPR in May 2018.
All these factors have compounded to make businesses, marketers and customers more averse to methods which directly approach potential customers and leads.
While clearly companies of all kinds will benefit from inbound marketing, we believe it is product manufacturers in particular who will do well to follow these strategies. Why? Three reasons:
- You can utilise the prospects’ own words
Using the customer’s own words is surprisingly effective. You have been told countless times to focus on your target market. This is ultra-focus. This is basically mimicking them. Essentially, you can introduce them to the product they require through analysing their search engine data. This is all done without contacting them directly. Smart, right?
- An inbound marketing strategy can solve customer problems associated with your products
You directly solve their problems. You can include keywords your customers often search on Google when considering their purchases. For example, you can provide blog posts weighing up the pros and cons of products and gently steer them towards yours!
- You can make prospects believe your primary aim is not to sell to them but still sell.
This might sound strange, but it is imperative. One of the most challenging aspects of selling goods is striking a balance between making customers feel you care about them and getting straight to the point about what you actually sell. Online content is a sure-fire way to strike that balance. For instance, you can release content solving common customer problems without selling them anything. Alternatively, you can brand your company so that it expresses your values.
You can target all of this towards people who actually want to see the content.
Social, Search and Content
So now we have convinced you of the benefits of developing an inbound marketing strategy, how do you actually go about setting it up? Let’s get straight to the point. Here are four different methods of inbound marketing:
- Content Marketing
Content marketing does what it says on the tin. It is the method of creating content to market your products. However, this does not necessarily mean the content has to relate to the product you wish to sell directly.
To some extent, that well-known saying ‘all press is good press’ applies here. Of course, we aren’t saying start creating content about illegal practices and underpaying your workers. This negative exposure will be damaging. What we are saying, however, is that anything that increases your exposure in a favourable light is profitable content.
One simple example of content marketing is the release of daily business-themed quotes from your staff or from famous business owners onto social media pages or blogs. Perhaps they could be superimposed onto eye-catching infographics on your company’s Instagram page.
You will begin to gain followers because your page includes something of quality to the people which is completely free. If you provide links to your website on all of these posts, you are sure to get more traffic to your website.
- Social Media Marketing
Social media marketing is the act of using social media to spread the word about your brand, services or products.
We all know how influential social media is and we all know it’s an excellent way to get attention from customers. As shown in the previous inbound marketing method, social media marketing goes hand-in-hand with content marketing.
However, now there are so many different social media sites, which is best for brands? This really depends on the product being sold and the type of brand. We suggest the trial-and-error method.
Try one month focusing on content marketing on one social media site, and the next on another, and then another and so on. At the end of all your trials, compare the data. Which method produced the most engagement from customers? Now focus in on that method. Invest time into it.
Now try all social media again but this time try other marketing methods within the site.
For instance, LinkedIn provides tools specific to its site such as a lead finder and sponsored, targeted posts. Facebook and Instagram have similar tools. Trial and error is the only way to find out which social media will work best for you.
If you are still struggling, however, or don’t want to spend time worrying about all these trials, it may be worth investing in a marketing consultant for your company who will be able to tailor the needs of your company to a specific social media marketing strategy.
- Search Engine Marketing
Again, this method is tied up with the other marketing methods. After all, it is content, and more visibility on social media may well boost your rankings in the search engine listing. Though search engine marketing also has some strategies specific to its field.
Google Analytics tools are some of the most popular and most successful for search engine marketing.
Google offers a free beginner’s Google Analytics course to get you up and running. These are by far the most respected tools in the field as they are provided by those that own the most popular search engine in the world. Your customers are likely to be searching on this engine, so it’s well worth following Google’s instructions.
If you’re setting up a blog, we would also recommend Google Keyword planner for ensuring you use words in your copy that leads to a higher position on the search engine. A simple search on the tool will allow the selection of the best words to use based on data in a table.
We won’t go into detail as it will be specific to your market and competitors. However, a keyword or phrase with a high search rating and low competition produces the best results.
Creating a recognisable brand is paramount to improving the influx of customers to your business. Your brand includes everything from your logo and colour scheme to your company values and how they are conveyed in the tone of voice of your written copy.
It is the consistency of these elements that is key.
Three elements you could easily sort out today are your logo, colours and values. Your logo must be decided upon and then largely leave it alone to increase recognition.
A total rebrand can be a positive activity for businesses too.
You must decide upon the specific size and dimensions of it so that it does not look distorted in any instance. Every time it is used it should be the same to embed that image into the customer’s mind and to show the authenticity of your brand.
Deciding upon consistent brand colours is equally as important.
For instance, think of Coca-Cola. Customers will automatically think of that specific colour of red they use in all their advertisements and on all their product packaging, right? Now to achieve this kind of quick association amongst your customers, bear in mind that every single shade of colour has its own code attached to it.
There are many online tools for checking your colour codes are the same across the board. Choose your colours, find out their codes and make sure you stick to them in all of your branding, marketing and packaging.
Finally, gather your staff and brainstorm five key values for your business. While this is good for any company simply for morale and for promoting togetherness, it is also extremely beneficial to have these outlined for all your social media and content marketing. Every sentence and image can be quickly checked against these five values to ensure you are creating a consistent, likeable and identifiable brand identity.
The Inbound Marketing Process
The inbound marketing process is best considered as a cycle with three key elements that feed into each other.
- Increase Visibility
Enable the right type of customer to see you online. Find out where your potential customers spend their time and then put your content there. This might mean creating a blog, website or social media page and guest posting, depending on where your potential customers spend time.
Don’t forget to use tools to target specific people and aspects associated with them and the content. For example, on LinkedIn, you can add tags related to the theme of the content, the target audience’s location and even job role.
- Convert Leads
With the newly found attention, it’s now time to target these customers with information about your product. As just one example, you could post your new product with a promotional code on the social media page or blog page you now have more traffic on.
- Analyse Data
Now, look at the results of your marketing campaign. How many people bought the new product after clicking the link on your social media page? How many of the leads clicked on the link to the new product but did not buy? How many looked at the post but didn’t click on it? All this data will be key to improving strategy each time. With your new data, work on increasing the visibility of your brand to those kinds of people that looked at and bought your product this time around.
Attracting, Engaging and Delighting
The term ‘inbound marketing’ was first published by Brian Halligan and Dharmesh Shah (Co-Founders of HubSpot) in their book entitled Inbound Marketing: Get Found Using Google, Social Media and Blogs.
This was part and parcel of sparking the industry-wide shakeup, along with the new laws against direct marketing practices.
However, it was Halligan and Shah’s later release of their book called Inbound Marketing: Attract, Engage and Delight Customers Online that truly outlined what Inbound Marketing entailed.
The words in their book’s title are now buzzwords in the marketing industry since they concisely outline what the inbound marketer should aim to do – attract, convert, delight. However, there is a further term which is omitted from their title (‘close’) which we have included here to explain the marketing process from beginning to end fully.
- Attract: This is the Halligan and Dharmesh philosophy of ‘you gotta give to get’. Provide something free and of value on your social media page or website. As mentioned earlier, this could be something as simple as posting famous quotes every day that your customers can share
- Convert: Use this new attention to carry leads over to where you want them. This could mean a link in your post to a specific product. Alternatively, it could be a promotion for all those that follow your social media page. It could be asking your followers to sign up for an email list for marketing emails. Start thinking outside of the box!
- Close: Now close in on those interested parties that didn’t buy by re-marketing to them. Use call-to-action buttons at the end of blog posts or send emails to those who agreed to marketing.
- Delight: This one is simple. Continue to provide quality in everything you do. Not only in selling quality products but also, for instance, in posting only engaging online content.
Which Method Is Most Profitable?
Marketers report they are commonly asked the question, “But which method is best?”.
Yet the answer to this is different every time because it greatly depends on the specific business, target audience and aims. No one method is fundamentally better than another. You must assess your needs and target market in detail before choosing one method over the other. It may well be that a combination of each method is required.
Nevertheless, we do have some suggestions to make for manufacturing marketing specifically. For business to business brands, we recommend search engine optimisation of your company website since business owners are likely to look for a popular and trustworthy website for their goods.
For business to consumer (B2C), we recommend social media marketing since this is where people go when they are not working.
An inbound marketing strategy is essential in today’s new world of blacklisted spam emails and the increased protection of personal data. Inbound Marketing aims to confront this issue by encouraging sellers to think outside the box and use the advanced technology we have available to us.
Brands should jump at this opportunity to be at the forefront as this transition from traditional sales methods which wastes time contacting customers that may not be interested in their products, to more intelligent indirect ways of marketing which allow you to target those that have already express interests in their products.
It will not only save time and money but will also mean your company is on top of its game within this new era of marketing.