In the world of marketing, there are two basic types: outbound and inbound. Outbound marketing is what you’re likely used to seeing: TV advertisements, billboards, mailers, and radio ads. These are effective for creating brand awareness and capturing the attention of your potential customers.
But what is your customer supposed to do next? That’s where inbound marketing comes into play.
Inbound Marketing: The Purpose
Unlike outbound marketing, inbound marketing is a slower approach to building a relationship with your potential, existing, and past customers. The idea is to build customer-business relationships using a four-part approach: attract new customers, convert leads, close the deal, and delight your happy customers.
In general, inbound marketing is a multi-channel approach to marketing that involves a full suite of marketing techniques, including search engine optimization (SEO), content creation (blogging), social media, and lead management and generation.
Using analytics, inbound marketers look at what is and what isn’t helping customers along the buyer’s journey and tailor the marketing plan to help them along. What’s common through all inbound marketing techniques is this: High-quality content builds your brand so customers are naturally attracted to your business and your product.
Inbound Marketing: Blogging for Customers
From mommy blogs to travel Blogs, there’s a reader for every piece of content that’s published on the internet. And if there’s anything we’ve learned over the years, it’s that inbound marketing blogging is incredibly effective for business. It not only allows you to build your brand image, but it also allows you to build your customer base with every post you write.
Here’s an example of how blogging can help you to get more customers.
After doing ample customer research, a locally owned affordable car dealership finds that their potential customers are interested in local events. They decide to write a blog post on a major community event perfect for families that’s happening the following month. This blog post attracts potential customers who then spend time looking around the dealership’s website. The customer may not be in the market for a new car right now but tells their friend the next time they’re asking about a local dealership.
For all of the benefits of inbound marketing blogging, it’s a pretty low-cost marketing tool that’s highly accessible for any type of business. But here’s the caveat: You have to know what you’re doing, from managing a blog to creating a content calendar and writing high-quality content to using analytics to target your audience to be successful.
Inbound Marketing: Tools for Blog Success
Unlike some other methods of marketing, inbound marketing blogging is a long-term strategy. And because we base all of our actions on analytics data from traffic to lead conversions and sales, it can take a little bit of time to get set up and see major results. But this is a proven and effective way to market to your customers, and as more customers get online on their computers, smartphones, and tablets, the opportunity for you to get your business on their radar multiples.
So how can you use inbound marketing blogging to get more customers? It’s simple: Create high-quality content that’s tailored for your ideal customer. Okay, so maybe it’s not all that simple. But the idea behind inbound marketing blogging is simple: Be part of the conversation and let your customers get to know you and your business so the next time they’re in the market for what you’re selling, they’ll pick you first.
Want to learn more about how inbound marketing can help you get more customers? Check out our blog post “Inbound Marketing 101” and see if inbound marketing is right for you.
Until next time,
—Ashley Bailey is an Inbound Marketing Copywriter at FullThrottle.