Inbound Marketing 101

The traditional marketing approach involves intruding on a potential customer’s day through unsolicited phone calls, emails, advertisements, and other interruptions. This approach is now known as outbound marketing. While this method has its advantages, today’s companies have picked up on a subtler approach known as inbound marketing. If you’re wondering how you can use this innovative marketing approach to benefit your company, keep reading.

What is inbound marketing?

Inbound marketing works by turning the traditional marketing approach on its head. Instead of trying to reach out to customers, inbound marketing works by choosing a potential audience for your business and then working to attract as many customers to it as possible. Instead of your business going to the customers, the customers voluntarily come to your business.

How does inbound marketing work?

There are numerous possible approaches to inbound marketing, but one of the most important is blogging. A well-written and informative blog about a topic that’s relevant to a business can intrigue readers and provoke a reaction in a way that a straightforward advertisement might not. Engaging with potential customers on social media sites such as Twitter and Facebook also qualifies as inbound marketing.

What makes for effective inbound marketing?

Every business is different and requires a unique approach. Think about what the essence of your business is—what drives people to use your products or services—and develop content that speaks to that. Use analytics tools to study your target audience and the trends that appeal to them. Be interactive and approachable on social media, and respond swiftly to any and all inquiries. The more personalized your content is, the more effectively it will reach actual people.

Finally, don’t forget the importance of crafting quality, SEO-friendly content. Smart search engine optimization of your online content—including blogs, your social media profiles, and the permanent content on your business’ website—is essential to making your business’ inbound marketing strategy work. This is where Pennington Creative comes in. To find out how we can help your business achieve inbound marketing success, get in touch with us today.

About the Author

Justyn - Digital Marketing Manager, Special Projects
Justyn Dillingham

Digital Marketing Manager, Special Projects

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