What is Inbound Marketing? And how can it help your business grow?
03rd August in Inbound
Dale Carnegie famously said,
People don’t want to be sold to — they want to feel as if they’re buying.
This quote is more true now than ever and it’s our job as marketeers to help provide an amazing buying experience that delights our potential new customers and sets them up on what we hope is a long and happy relationship with our business. We’re no longer selling to our customers, we’re empowering and educating them.
At Beacon we are big advocates of Inbound marketing, a strategy which advocates this way of viewing the world. More than ever consumers are spending a lot of time online researching before making a purchase and we need to give them everything they need to buy from us before they’ve made that first contact.
Inbound Marketing is not a new concept with HubSpot championing the phrase for a while, however we’ve decided to go back to the fundamentals with our next blog series and look at how this type of marketing strategy could and should be used for new technology. Our opinion is that it’s the best strategy to see you through the post COVID-19 lockdown business landscape and will help you grow even when times are challenging.
This leaves us with one question to start with..
What is Inbound Marketing?
Inbound Marketing is the process of attracting the attention of prospects, via content creation, before they are even ready to buy; it’s one of the best and most cost-effective ways to convert strangers into customers and advocates of your business.
To put it simply, Inbound marketing is a way of gaining the trust of would-be customers by giving them helpful advice and insights for free. By always providing them with value throughout the entire buying journey it cements the relationship early on and can significantly increase the likelihood of conversion.
How does this compare with Outbound strategy? Outbound marketing is the active pushing of your product or services on a wide audience, potentially without knowing much about them. Outbound might revolve around cold calling, trade shows, etc., and due to the change in buyers attitudes has become costly, with a much lower ROI than inbound marketing. That being said, it still has it’s place in your overall marketing strategy so we wouldn’t advise ignoring it completely. Later in the series we are going to dive into the differences a bit more and talk more around why it’s worth investing in a good Inbound strategy for long term success.
Inbound doesn’t only revitalise marketing but also creates a sound supporting structure for Sales and Support. Creating a process that is there to delight your potential customer from when they first touch your brand to when they are long term happy customers. It helps us be more proactive to unknown customers, spend our time relevantly and knits the Sales and Marketing team together.
Inbound is global
Don’t just take our word for the benefits of Inbound: it’s global! HubSpot conducted a survey and found 74 % of marketeers across the global market were focusing on their Inbound strategies.
Join us along our Inbound Marketing journey where we’ll regularly be posting content all about the benefits of Inbound, how to hone your buyers persona’s and journeys and how to continually be improving your Inbound strategy. If you’d like to get it into your email inbox every fortnight sign up to the Beacon Briefing here, or get in touch with us to have a chat!