Communicators rely on outbound or ‘push’ marketing strategies to generate sales leads.
However, customers are inundated with countless advertising messages every day. Inbound, or marketing by attraction, breaks through the clutter.
The term “Inbound marketing” suggests creating valuable, engaging content and resources that pull customers to your brand organically.
Examples include blogs, YouTube videos, social media conversations, whitepapers and strong search placement, all of which should complement your outbound campaigns (e.g. email).
These three rules will help you generate real inbound marketing success:
1) Connect with the customer
One of the best ways to attract customers is connect with them on more than a transactional level using social media and events. Whether providing valuable information or a much-needed laugh, inject some brand personality and show the human side of your company.
2) Get visual
Photographs, infographics and videos are shareable on social media and digestible for busy customers. Aim to visually convey your brand’s story on your blog and through social channels through content.
Some good ideas include filming a video interview with your CEO, asking customers to submit a picture of themselves using your product, or uploading video demos and tutorials.
3) Provide a call to action
Make sure customers have a clear path toward a deeper level of engagement with the company – even if it’s as simple as leaving a comment. Inbound marketing is about fostering a long-term relationship. The more customers interact with your brand, the more they’ll remember you when it’s time to make a purchasing decision. Make it easy for them with simple calls-to-action.
Customers often ignore, blatant marketing speak. Providing accessible and valuable content and conversations as part of an inbound marketing campaign will help your brand will become a trusted resource – and attract future customers.