About inbound marketing
Inbound marketing is advertising a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing. In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, email marketing, telemarketing and traditionaladvertising are considered “outbound marketing”. Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.
David Meerman Scott recommends that marketers “earn their way in” (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they “buy, beg, or bug their way in” (via paid advertisements, issuing press releases, or paying commissioned sales people, respectively). The term is synonymous with the concept of permission marketing, which is the title of a book by Seth Godin. The inbound marketing term was coined by HubSpot’s Brian Halligan, in 2005. According to HubSpot, inbound marketing is especially effective for small businesses that deal with high dollar values, long research cycles and knowledge-based products. In these areas prospects are more likely to get informed and hire someone who demonstrates expertise.
- Content Creation- You create targeted content that answers your customer’s basic questions and needs, and you share that content far and wide.
- Lifecycle Marketing- You recognize that people go through stages as they interact with your company, and that each stage requires different marketing actions.
- Personalization- As you learn more about your leads over time, you can better personalize your messages to their specific needs.
- Multi-channel- Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.
- Integration- Your publishing and analytics tools all work together like a well-oiled machine, allowing you to focus on publishing the right content in the right place at the right time.
In one case inbound marketing was defined by three phases: Get found, Convert and Analyze. A newer model illustrates the concept in five stages:
- Attract traffic
- Convert visitors to leads
- Convert leads to sales
- Turn customers into repeat higher margin customers
- Analyze for continuous improvement
Complex inbound marketing practices target potential customers at various different levels of product/brand awareness. The most scaled tactics attempt to funnel customers from semantically related market segments, who have no product awareness or intention to purchase. This is usually achieved by taking the customer through a structured informational path, that builds awareness and increases interest over time.
Inbound marketing is the best way of advertising for small businesses and it can be done with less of a an investment than outbound marketing.
How is this applying to SEO? Although they are not aware of more than 50% of SEO experts are doing inbound marketing in a way or another. With a lot of capital almost any SEO expert can make tons of inbound links (backlinks) but as seo specialists we all know that’s not enough for the website to be worthy of the first page of Google.
This is my advice to all the SEO experts that read this: Let’s make the internet a better place. Let’s not promote low quality websites or businesses anymore. The world deserves a better internet so let’s all stop promoting misleading ideas and low quality websites. My business started to go better from the moment I started to do search engine optimisation and online marketing only for quality websites or businesses.