A Beginner’s Guide to Inbound Marketing

In the online community, there’s recently been a lot of talk about Inbound Marketing. For those of you who are still confused as to what that term actually means, here’s a simple explanation to help you grasp it.

The idea behind Inbound Marketing is that success will come from activity of potential customers. As a rule, your activity should not enforce anything on the customers, but rather guide them to find you once they are looking for the type of products or services you offer. The concept is based on synergizing various aspects of Internet Marketing to engage customers in your Marketing activities and foster brand loyalty.

If you want to find new customers in a competitive industry, Inbound Marketing really is the way forward. This approach allows you to become visible to potential customers without having to spend money on traditional and often ineffective advertising campaigns. Switching to Inbound Marketing brings about a number of changes. Regardless of the size of your business, adopting the principles of Inbound Marketing can help you save a lot of money, improve your company’s image, and generate more revenue.

Inbound Marketing is based on four pillars:

1. website statistics
2. brand loyalty
3. conversion
4. measuring effectiveness.

Good quality SEO and interesting content production – such as frequent blog posts and social media activity (1st pillar) draw attention of a potential customer to your business. Consequence is key here – posting interesting content and offering unrivaled products and services foster brand loyalty in a customer, which in turn prompts him or her to return to your website (2nd pillar) and become a regular customer (3rd pillar).

Analyzing the effectiveness of your Marketing activities allows you to estimate what works best for you (4th pillar). Focusing on the most effective activities gives your business an opportunity to get more returning customers and generate more revenue. In other words, if you keep testing and measuring, you will eventually be able to spend money on what works for you, and leave out the techniques that don’t.

Have you incorporated Inbound Marketing strategies into your company’s Marketing plan? Share your experience in the comment section below!

Dorota is currently advising clients how to create and manage effective advertising campaigns in accordance with the principles of Inbound Marketing. She offers training sessions and provides consulting and audit services for businesses of all sizes. To date, Dorota has worked with over 60 professionals, private entrepreneurs and top 500 companies. She has also been responsible for the online presence of over 40 businesses (white label).