What is inbound marketing and how can it help my business?

July 25, 2017

You may have heard the term before, but maybe you aren’t entirely sure exactly what “inbound marketing” is. And even if you do know of this marketing strategy, do you have the expertise to utilize it to your company’s advantage?  

Inbound vs. Outbound

To put it simply, inbound marketing focuses on attracting customers through the use of content, such as social media posts and blogs. In contrast, businesses have traditionally spent a lot of time and money on “outbound” strategies, including cold-calling, radio and TV advertisements, and direct-mail.

The key difference is that inbound marketing offers quality, engaging content to your audience to help you naturally convert them into satisfied customers, rather than trying to sell them on something they haven’t even decided if they need or want yet.

Hubspot’s Inbound Methodology

Over the last decade, inbound marketing has proven itself to be “the most effective marketing method for doing business online” according to Hubspot, a nationwide leader in the digital marketing industry. This is largely due to its methodology: organically converting complete strangers into qualified leads and happy customers. 

How can inbound marketing help my business?

Great question. But first, let me ask you this: when you have a personal problem or question of your own, where do you turn to first? Aside from asking friends and family, chances are you start a quick search on Google or Yahoo. The results that come up just below the advertisements are considered the top answers to your question by search engines.

Your audience most often takes the same steps you do. One of the best things your organization can do is to target these potential customers by providing them with content they will find interesting, engaging and informative. That way, when they begin to search for answers to an issue or a company that can help them resolve a problem, your business comes up in the top few pages of their online search results. 

Over time, you’ll gain new audiences who trust you and rely on you for information, and will potentially seek your assistance for products or services.

Where do I start?

The first step to creating a successful inbound marketing campaign is by doing research. Have you been keeping up with what others are doing in your industry? Do you know who your competitors are and what they are offering? How well do you know your ideal clientele and what their needs are? If you need help, consider taking a look at the inbound marketing research process on Hubspot.

Once you better understand your own business, your industry and your audience, you can begin to learn what types of content will be most useful for others to read. Whether it’s advice for a particular situation, information on a product that can greatly improve their lives, or do-it-yourself tips for those who first want to try something themselves before hiring an expert, brainstorm topics that will be best for your audience and write about them.

Need help with creating a successful inbound marketing strategy?

Hummingbird Collective offers blogging, SEO, social media and other digital marketing services to small businesses and nonprofits in the Denver area and beyond. We love working with passionate organizations who are ready to take the next step in their digital marketing efforts. Reach out to us online for more information about our digital marketing packages, or call us at (720) 442-0772 to tell us more about your story!


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