Navigating the Challenging Inbound Marketing Landscape

Alan CharkyInbound Marketing

Inbound marketing is a technique for drawing customers to products and services via content marketing and through channels like blogs, social media and search engine optimization as well as other forms of content such as; podcasts, video, eBooks, e-Newsletters, and whitepapers.

Inbound marketing attracts qualified prospects and builds trust and credibility for your business. Inbound marketing also provides an improved customer experience and builds trust by offering potential customers information they value instead of invading their awareness through traditional outbound marketing channels such as TV and radio.

Compared with outbound marketing, inbound marketing reverses the relationship between company and customer. While outbound marketing fights for potential customers’ attention by pushing the product or service through various channels, inbound marketing creates awareness, attracts and helps new customers by creating content designed to address the problems and needs of their ideal customers using the internet and new digital technologies.

Inbound marketing has become one of the most effective ways to attract new customers as companies understand that to be successful they must connect their content with their customers’ interests through content and interactions that are relevant and helpful — not interruptive.
It is for this reason that it is not surprising that B2B marketers have been quicker to adopt inbound marketing since inbound tactics excel at building industry authority, turning anonymous site visitors into leads, and then moving these leads through the buying process.

Inbound marketing allows for a high degree of control over who sees your marketing messages. Content is created to appeal to a specific buyer persona, and therefore attracts consumers from within that group. Using the information available through social media platforms and search engines, marketing messages can be directed at a specific audience. For example, by asking potential customers to exchange their personal information for access to high quality pieces of content you can qualify leads, and tailor offers to their needs.

Successful inbound marketing requires a significant investment of time not only for carrying out marketing actions, but also staying ahead of industry changes. Content strategy, social media and search engine marketing in particular are areas where Mainly Sunny can be instrumental in helping you stay up to date with this continuously changing field or risk losing out on valuable leads and customers.