When it comes to marketing, businesses have traditionally focused on broadcasting messages through costly mediums such as television, cold-calling and mass-scale direct mail. Today, inbound marketing is fast becoming integral for marketing strategies both for B2B and B2C businesses.
Inbound marketing is a highly effective way to attract prospects relevant to your business, with the added benefit of being budget-friendly.
What is inbound marketing?
Inbound marketing is exactly as it sounds – it’s a way of attracting potential clients ‘in’ to your business, rather than going out and finding them. Using techniques such as content, search engine optimisation (SEO) and e-newsletters, inbound marketers focus on bringing people to a business, rather than purely broadcasting a message about it.
The benefits of inbound marketing vs traditional marketing
Traditional advertising, such as media buying or direct mail, are often only implemented for a short time, meaning brands are limited in how often they can get their message to consumers. Campaigns are also expensive in Australia, with a 30-second ad on a TV show finale like The Voice costing around $150,000.
While inbound marketing might not generate the single burst of traffic and brand awareness that comes with a massive media or mail campaign, it does provide a steady and effective way to reach relevant clients.
With regular maintenance, your search engine ranking can be sustained and you will continue to attract new traffic to your e-commerce website.
Inbound marketing also has the benefit of being cost-effective. An email pop-up on your website asking new visitors to sign up costs very little and is a great ongoing source of new leads. Investing a little in creating white papers or better SEO results will also benefit your business tenfold in the long run.
Inbound marketing techniques to try
When it comes to inbound marketing, you can try various techniques. Below are just some of the most effective ones to help your business:
- Email pop-ups: An email pop-up form is one of the most effective ways to collect the email addresses of prospects. In one test, adding an email pop-up resulted in 1,375% more email captures than a sidebar form.
- SEO: One of the biggest mistakes marketers make is thinking they need to rank first for every keyword relevant to their business. Search engine real estate is highly competitive, and the best investment of SEO efforts is in a few long-tail keywords that are valuable for your business. Pick a short list of keywords and create dedicated pages on your website for each keyword to help your ranking.
- Guest blogging or blogging on your own website: Nearly half of all Australian marketers publish content daily or multiple times per week on their website. Blogs are an integral part of bringing traffic to your website, but their utility extends further than just more eyeballs. It can also help establish you and your business as innovative and ahead of the curve. Influential entrepreneurs, such as Naomi Simson from Red Balloon, blog separately from their main business website, creating a hub for their own thoughts and news, while also driving traffic and interest to their business.
- Social media: As one of the most important sources of brand awareness and traffic generation, social media is an essential part of inbound marketing. Brands like Lorna Jane use social media very effectively, creating ongoing interest in their brand through inspiring and relevant content – which is no doubt part of how it doubled its profit in just three years.
- White papers: A great way to both build an audience and establish your brand as a thought leader, white papers are ideal to generate ongoing leads from hot prospects. Look online using Google Trends for regularly searched questions in your area of expertise, and create dedicated white papers on those subjects to capture relevant traffic and leads.
Inbound marketing is a sustained and effective way to reach clients, which will not only drive more traffic to your website and attract new clients, but it also won't break the bank.