What is inbound marketing and how can I do it?

You may have heard the term ‘inbound marketing’ but do you properly know what it is, or how it can benefit your company? 

In a nutshell, inbound marketing can help your company increase traffic, leads and customers. It’s a holistic, data-driven approach to marketing that attracts individuals to your brand and converts them into lasting customers. 
Sounds logical right? Well it is! Before providing you with a checklist of activities to create your own inbound marketing campaign, a little more context…

In order to attract customers, marketers have to provide something they will love and find valuable. Inbound marketing works because it’s a more economically efficient way to create the experience that people are looking for instead of paying to interrupt one. 

As consumers, we have learned to tune out traditional marketing tactics in order to access the content we are looking to consume. Using an inbound marketing strategy, It’s all about the content and it’s all about context. It’s a way of getting your customers to come to you. To turn strangers into customers and promoters of your business. 

By publishing the right content in the right place, at the right time, your marketing becomes relevant and helpful to your customers…. not interruptive. Content focused examples are social media posts, blogs, SEO, and email marketing, and are the basis for inbound marketing.

Now that’s answered that question. On to getting your ducks all in a row for running your own inbound marketing Campaign:

  1. Identify your campaign audience. Who are we talking to here? Understand your buyer persona before launching into a campaign, so you can target them correctly.

  1. Set your goals + benchmarks. Having SMART goals can help you be sure that you’ll have tangible results to share with the world at the end of your campaign.

  1. Create your offer(s) + landing pages. Don’t forget to optimise your landing page for SEO, have a clear value proposition and call to action (usually a form for the user to complete).

  1. Plan + build your automation + nurturing flows. Your campaign doesn’t end when leads convert on your landing page. Plan and build your follow up campaigns to nurture leads down your buyer journey funnel.

  1. Write a blog post. Your campaign is awesome – don’t hide it from the world. Use your blog post as an opportunity to introduce readers to the valuable content they’ll find in your offer.

  1. Share it on social media. Promote your blog post and offer through social media to drive traffic into the top of your buyer journey funnel.

  1. Add in long tail keywords. Make sure your campaign is SEO friendly – that way, interested prospects will find your campaign long after you stop actively promoting it.

  1. Consider paid search and other channels. Other channels can be a part of your inbound campaign, too – just be sure that you are measuring the effectiveness of these channels.

  1. Track your URLs. Where is your traffic coming from, and how are visitors finding you? Tracking URLs can help.

  1. Report on Your Results. Hard work shouldn’t go unmeasured. You set goals at the very beginning; now it’s time to celebrate your success. Organise and show off your numbers at the end of the campaign.

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