What is an Inbound Strategy?

Dictionary , Digital , Marketing Digital
Nov. 12, 2021 | 1 year, 6 months ago

Author: Mauricio Paz

Inbound marketing focuses on helping customers while simultaneously driving business growth. It revolves around a specific set of marketing tools and processes that allows you to attract, engage and delight prospects and customers — in short, to grow your business better. The inbound methodology matches the way today’s buyers make purchase decisions by requiring you to:

• Look at the facts. Recognize that today, the internet is how people research, decide and buy — not just consumer purchases, but complex B2B products or services, too.

• Focus on search engine optimization (SEO). Continually improve your best-performing content through keyword research and other inbound methodologies to help your website rank higher in search engines.

• Emphasize user experience. Make it easy for your prospective customers to navigate your website and get answers. Eliminate friction from your prospects’ and customers’ experiences and provide interactive, personal touches so they’ll continue to look to you for answers.

• Create valuable content that demonstrates your expertise. Make sure what's on your site answers your target audience’s questions, "What's in it for me?" and “Why you?” Add to it often. Here are some ideas that will be helpful as you develop content.

• Convert traffic into leads, then nurture those leads. Execute a turnkey process that targets, then responds, to prospects' interests and guides them along their buyer’s journey until they’re ready to buy and beyond.

• Build trust and credibility. Over time, prospects need to identify your company as a go-to resource for information and, by providing content that is focused on their needs instead of your own, you’ll earn their trust (and hopefully their business, too).

by Mauricio Paz.