Inbound marketing is about creating valuable experiences that have a positive impact on people and your business.
In terms of digital marketing, this means using a combination of marketing channels – most commonly content marketing, SEO (search engine optimisation), and social media – to attract attention. You attract prospects to your website, then you engage them using conversational tools. Unlike traditional outbound marketing, such as cold calling, this potential customer is already aware of your product and has indicated an interest. They already want to say Yes.
The top inbound priority for both marketers and leaders is increasing their number of contacts and leads. The second biggest is converting those leads into customers.
According to HubSpot’s ROI Report, 93% of businesses using inbound marketing methods increase lead generation. Of this figure, 85% of companies using inbound marketing increase traffic within seven months. More traffic, more leads. It’s as simple as that.
Online marketing is an ever-evolving world, with changes in technology, behaviour, and regulations creating a challenging, yet rewarding, marketplace. One major change was in the Google Panda/Penguin algorithm, which affected the way businesses attract traffic to their sites.
As a result of these changes, blogging has become the #1 method for increasing traffic,with SEO (search engine optimisation) in second place. Blogs create value. Businesses that blog receive more traffic than business that don’t, because it creates value and credibility that attracts your ideal audience.
Blogging creates fresh, unique content, which is what the algorithm picks up on, and pushes your site to the top of the search engine results. Regular blogging has become the fastest and easiest way to generate traffic. Marketers who prioritise blogging are more likely to increase their ROI year-on-year.
What happens after a potential customer clicks on the link to your website? You keep them engaged through interesting and valuable information in a blog post or landing page. Once they’re engaged, you’ve got a lead!
Landing pages and calls-to-action (CTA) are the #1 method for increasing leads once you’ve got the traffic. Some examples of CTA are “sign up”, “try for free”, and “get started”. These CTAs capture your interest and encourage an immediate action. Conclusively, businesses that increase traffic will see an increase in leads.
We’ll talk about that, and how to generate leads from inbound marketing, in our next blog post!
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