Inbound marketing is a strategy that includes different methods of general marketing such as content marketing, blogs, events, SEO, social media and more. The main goal is to generate brand awareness and attract customers to your new business.
That is why “inbound” is the proper adjective to use when describing this approach. Instead of finding new customers through an outbound approach, like door-to-door salesmen used to do, you use techniques that allow customers to make their way to your business.
Joshua Gill, an Inbound & SEO Marketing Consultant, is the one person who was able to explain this marketing technique in just a few words: “Inbound Marketing is so powerful because you have the power to give the searcher/consumer exactly what answers they are looking for at the precise point they need it. That builds trust, reputation, and authority in whatever niche you are practicing.”
Giving your potential customers answers says a lot about how you do business. If they find the answer to their question somewhere in your business-related content, then they are going to place greater trust in you. This is especially important for contractors, as trust is paramount for clients who would like to contact you to hire you.
I love this marketing strategy because it includes three of my favorite techniques: blogging, SEO, and social media. Let’s discuss why these techniques are so important when it comes to inbound marketing.
- Blogging: Articles written from a personal point of view simply generates conversation. It lets people know that you are an expert at a certain field and that you are able to provide content about it, simply because you want to. Even so, there are some rules. A good blog article should attempt to answer clients’ questions, address issues your clients might have, and offer real solutions. Blogging allows you to build trust in you, as well as your business, and the final result of that ought to be an influx of leads coming your way.
- SEO: When a client searches your website, they don’t know your name or who you are – they just want a question to be answered. Search Engine Optimization is important for this very reason; your website needs to have a high ranking in order for leads to find you and the answers you have to offer. That is why you should always write blogs with the right keywords; it allows your content to be on the top of the search results. If your ranking is high, then it will be more likely that a client will find you online.
- Social Media: Being found online goes beyond a periodic update every week. You have to appear as though you are present on the Internet, just as you are present at your physical location. Social media is the right tool for solving that problem. If you create a social media account that corresponds with the social media use of your target audience, then you will be able to generate conversation and interaction with your audience – which is the main goal of inbound marketing. Remember that you don’t need to be present in all social media platforms, just find the ones your target audience uses in ways that are good for your business.
The Internet has made it possible to invite the customers to come to you, not the other way around. If you use these three approaches to inbound marketing correctly, then you will be able to achieve all of your business goals.