A while back, we gave you a VERY condensed definition of inbound marketing. Well, this time, we're going to give you the detailed version.
Inbound marketing has proven its value in attracting online visitors and turning them into the customers who keep coming back. This is just the start in learning exactly what inbound marketing is.
Traditional Marketing And The Internet
Let's step back a couple of decades. The internet was barely making a blip on the business world. Traditional marketing was the only option for most businesses.
What did traditional marketing involve?
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TV and radio commercials
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Billboards
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Newspaper ads
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Flyers on the bulletin board
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Direct mail
As the business side of the internet developed in the late 1990s and early 2000s, traditional marketing started to make its mark on the internet. A few examples?
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Banner ads
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Pop-up ads
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Direct email campaigns
Unfortunately, these pop-up ads were deemed annoying and banner ads were ignored as readers scanned a page. Mass email marketing quickly developed the "spam" label. Something else was needed.
What Online Consumers Are Looking For?
While traditional marketing channels have continued to impact consumer activity, marketers have realized that you cannot rely on them alone.
As use of the internet skyrocketed, consumer behavior started to change. In the past, consumers generally got their goods and services via local providers. If a woman was looking for a formal dress, she would go to the mall and check out a few shops. She finds an acceptable dress and buys it. It may not be exactly what she wants, but she had few options for finding anything else.
Today's consumer has more options. Said woman can go online and search for a formal dress. There are literally thousands of dresses available with a click and a credit card. How can a consumer sort out which dress providers to go with? This is where the power of inbound marketing comes in.
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Inbound marketing works to attract strangers, convert visitors, close leads, create customers, and make a business's best promoters. How does this happen?
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Attracting strangers starts with building an online presence friendly to search engines. Think blogs, keywords, and social media.
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Once a stranger becomes a visitor, the next step is to convert that person to a lead. Forms, landing pages, and calls-to-action make this happen.
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Closing a lead means converting that person to a paying customer. Email, workflows, and customer relationship management are key.
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Transforming customers into rave supporters takes it over the top. It is done with surveys, emails, smart content, and social media monitoring.
What Does A Typical Inbound Marketing Campaign Look Like?
Setting campaign goals. You need to know what you want to accomplish before starting any marketing project.
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Develop a marketing offer. You need to offer something of value and of interest through your campaign. In online marketing, this could come in many forms. Here are a few examples: ebook, guide, webinar, product demo, coupon, or free consultation.
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Determine which marketing channels would work best. Three common online channels include your website, social media, and email marketing list.
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Nurture your leads. Once you have someone who has become a lead, you have to nurture and develop that relationship. Targeted emails and offers help draw a lead further into the sales funnel.
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Measure and refine your results. You need to know how successful each aspect of the campaign is and adjust if necessary. Continuous monitoring and refinement will maximize your marketing efforts.
HubSpot is the leading inbound marketing software platform for businesses of all sizes and ROI Online is a HubSpot Platinum Partner. To earn that rating, you must provide inbound marketing services that meet strict standards. ROI Online is here to help with all your inbound marketing needs!
Now that you have a solid understanding of inbound marketing, you're ready for the next step! Download our FREE guide to building a successful inbound marketing campaign!
