At the moment, the main theme is often the first place to clarify what the Inbound Marketing before they define its usefulness.
Today the creation and management of a professional or a small business are difficult and exciting in equal measure. This happens for the difficulties of the different markets and for the high competition present in all sectors.
This level of competition involves the need to promote your business to get your “unique and differentiating message” to your target audience (your ideal client). Today it is important to be able to do this as never before!
In my activity Consultancy, I note every day how often to start up, Professionals and Small Business marketing is a huge challenge. Often it is also for the lack of a broad customer base and to the absence of prospects (potential customers) with which “talk.”
Seen in this way, the “traditional” advertising should be an absolute necessity to let people know that you exist and who you are. In fact, if you have money and limited resources, as often happens, that’s the Inbound Marketing becomes an extremely attractive option.
What is the essential difference between traditional advertising and Inbound Marketing?
To let it get simple, traditional advertising “pushes” the customer to do something (to buy, click, contact, …) while the end of Inbound Marketing is to attract it, to do something. You are there?
Traditional advertising (leaflets, radio, television, newspapers, magazines, …) then acts primarily on potential generic and absolutely unknown customers, rather everything that revolves around the digital marketing (website, fan pages, e-mailing, …) it tends to affect an audience inevitably more profiled or existing customers.
The Inbound Marketing is instead focused on getting the attention of your target audience (your ideal client) attract with the creation of the content that he considers useful and of value.
This is to ensure that interests you for your qualities or skills and that, at best, as well as to avail of your products / services / solutions becomes (before and / or after) your “fans” and which proves reference or appreciating / sharing your content.
I get the idea?
We could then define the Inbound Marketing as a strategy that is based on “win” the interest of your potential customer instead of “buy.”
As a result, the Inbound Marketing is not all you need to help your potential customers find you online but, more properly, a combination of SEO (optimization of your website for the search engines), Copy (mode communication with which you propose the content through a blog post or a landing page), Social Media and, above all, high value contents to attract prospects to your web site.
Proper Inbound Marketing strategy must therefore focus on added value that it can provide, being of real help and useful to your target audience.
The Inbound Marketing could be, in principle, in stark contrast to any strategy of Outbound Marketing (massive advertising, sales promotion, direct mail, …), that is, all those strategies that tend to “stop” the hips of people activities who are not necessarily interested in your products / services / solutions.
Advantages of Inbound Marketing
The Inbound Marketing can be a very effective tool in a Marketing Strategy, because it tends to create a more human relationship even though it is business interactions. In fact, it tends to encourage contact, sharing and involvement between you and your potential customers.
In addition, the Inbound Marketing can certainly be considered more economical than any other traditional marketing activities … but need time and commitment.
There is nothing simple and commonplace around all Inbound Marketing (who tells you otherwise bales tells you …), you can rest assured that requires some effort. However, an Inbound Marketing strategy, if implemented properly, is like investing in the stock market on an Action that will pay off over time a fat dividend.
I managed to make you understand the concept?
Ok, everything is clear, but the Inbound Marketing is right for me? How do I find out?
The Inbound Marketing is already an element of success for many companies both professional and business, both in the B2B (business to business) and in the B2C (business to consumer).
I believe so strongly that anyone can use the Inbound Marketing to promote himself (I do have a clear case you do not believe …) or the products / services / solutions, also and above Start Up, Professionals and Small Businesses … as long as you are the right mix of tools and tactics for both you and the target customers you want to attract.
You may also like to read another article on Tradenligne: Inbound Marketing: How you can grow your business by spending the least possible?
Main Strategies and Inbound Marketing Tools To Start Up, Professionals and Small Businesses
“Not substantially matter the shape, the Value Content is the essential foundation of any successful strategy Inbound Marketing”
That’s right, the Inbound Marketing is a combination of tools, tactics and certainly communication channels … but must rotate essentially around the Value Content and do well … attention … that is of value or not, is up to you … you decide your prospects!
The value of content is therefore the true King of Inbound Marketing. The value content is the key to convince your potential customers to talk to you or about you. Content with a capital C is what can and should attract them to your site (or blog).
If you have these contents or you are able to create them, the essential contents to activate an effective Inbound Marketing strategy, then the creation of a blog (personal, professional or business) may be the best way to help your business to take off. The blog can in fact become the central hub of all your Inbound Marketing activities.
Firstly because it is a space that you possess!
Social networks are great platforms, in degrees to accommodate many people, but you do not have those spaces, they can only “rent.” Consequently, if you have to invest time and money to bring a potential client somewhere, do not you think it is better to take it at your house? A place where you have everything under control …
Having clarified this, mind you that among the many misconceptions circulating about blogging, there are also those that you should post every day, or you can post between 300 and 500 words, while others say that if you are not at least 1400 words a post of no value …. and so on…
Again, I’m just theories … that matters are the quality of content, it matters what best fits the needs of your prospects.
If your target audience is able to respond better to pictures or videos, here is that you will need to create a blog that is very visual and makes use of interesting photos and high quality video. A text ton, in this case, not only would not help you nothing but you would get the opposite effect.
An effective business blog is the one that is created around to (and for) your prospects. The goal is always to create original content, and useful to your target value, so that the latter would be persuaded to read, enjoy, comment, share, or that if they “keep well in sight” to go back several times.
How do I integrate all this with the Social Network?
Social networking is another key tactic of Inbound Marketing. To succeed through social networks but you have to build a fan base, a community that must be active around you.
Social networks can help you to “amplify” what you do, but only if you can maintain the prerogatives of the above, it is the ideal partner for your blog.
But the key is that you choose carefully the social networks that are congruent with what you do and what do your potential customers.
There is, in fact, no added value in creating an imposing presence on Facebook if most of your potential customers are on LinkedIn. Similarly, needless to invest time and money to be visible on Google+ or Instagram if you can achieve much more by working on Twitter. Choose only the social networks that are best suited to you, your brand and, above all, to your prospects.
And so the SEO (Search Engine Optimization) I need or not for Inbound Marketing?
The research, which is how to find something or someone on the web using search engines like Google or Bing, to discover, collect and filter the information is (and will again) one of the prominent online activities (of course together with e-mail).
Currently, there are well over three billion searches per day on Google and the search is always for most people, the easiest and fastest way to find products / services / solutions. A high percentage of people then trust the results that appear on your monitor or on your smartphone when looking for something online.
The search engines then they are and will still be a good way to bring visitors profiles or qualified (or at least targeted traffic) on your blog or on your website.
Not surprisingly, medium and large companies continue to increase budgets to advertising messages that appear on the search engines. However, Start Up, Professionals and Small enterprises often have limited resources.
How do you make yourself visible without spending crazy amounts for paid ads that are increasingly ineffective?
Yes, they are not very effective because there is a wider category of people jumping paid ads and watch only the actual search results …
SEO thus it ensures to your blog or your site that is designed and structured in such a way as to allow visitors to find quickly and successfully the information they want about yourself or about your products / services / solutions. This among other things helps a lot to take in “buy” decision with much more confidence.
Your goal is therefore to make the SEO so that you will be able to appear in search results for specific keywords, related to yourself, to your “brand”, in your products / services / solutions through the development of a rich online presence value of content, engaging and meaningful to your target / target market.
Got it so far?
Well, if the research is to discover, the discovery should lead to sharing.
With the growth of the various social media, is increasingly the case that the search results of people begin to feel the effects of their online activities, and also to what they do on the various social. Social media thus influence the search engines.
For example, if you make a specific search on Google, the results that you get can be affected by your Twitter account and contacts as well as those on Google. Sure privacy and cookies set limits to this possibility but it is better that you take them into account because this has undermined the effectiveness of many SEO techniques, by making it ineffective.
In light of the above, Google search and privileges the quality of the contents. You must be clear that Google basically think that, if many put a “like” or, even better, if you share your content, it’s normal (based on keywords and phrases used in a search) reward in the ranking of appearance search results.
It follows that the more the blog or your site is relevant to a particular audience, the more Google will reward you. More reason that, to think all Inbound Marketing.
All clear! So e-mail marketing as you put all this?
Unfortunately, the e-mail marketing is often not used, misused or neglected. Despite this, email marketing remains one of the inbound marketing tools that may be more effective for Start Up, Professionals and Small Businesses.
In short, e-mail marketing goal is to send interesting messages to a specific list of people on the basis of possibly but not necessarily regular.
As with all other forms of inbound marketing, e-mail marketing should help you develop a relationship with your potential customers, always offering of Value Content.
If you do e-mail marketing today only to “sell” … you’ll end up in spam or soon will receive a lot of cancellations and negative opinions.
Email marketing has the advantage of being simple to implement, and if you do it with taste instruments, the results are also easy to analyze.
Okay, okay … I conclude now!
I think the Inbound Marketing can be very useful to Start Up, Professionals and any Small Business.