What is inbound marketing?
Inbound marketing is a marketing strategy where you make sure that when potential customers find you online when they need your product or have a question that your company has the answer to.
So it’s creating targeted traffic to your website or other online channels. Attracting potential customers should of course lead to other forms of contact resulting from that first acquaintance, such as a chat conversation, a second website visit, following your social channels, subscribing to your newsletter, e-mail or telephone. It is a form of marketing that assumes that potential customers can find a business by themselves, without using advertising, TV advertising, telemarketing or direct mail.
Different ways of inbound marketing that companies use are: writing blogs, white papers, featured snippets and offering other valuable content. Companies ensure that this content can be found by the customer through for example search engines (SEO) and social media.
Inbound marketing connects three areas: content marketing, search engine optimization (SEO) and social media marketing. It can be described as a combination of multiple online marketing methods and channels which when combined, provide a strong online presence, a strong brand and good measurable results. Inbound marketing can be divided into 4 phases.
- Generate visitors on the website
- Convert visitors into leads
- Turn leads into customers through special follow-up campaigns
- Measure the whole process and adjust when necessary
Traditional marketing, also called offline marketing, is often focused on outbound marketing techniques, including advertising in trade magazines, trade shows and so on. The purpose of these techniques is to generate “cold leads” or to keep approaching the potential customer until they are willing to try out a service or product.
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