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Inbound Marketing 101: How Does It Actually Work?

Do not be surprised if your outbound marketing strategies like cold calling and generic advertisements are not yielding you enough revenue. In today’s rapidly evolving market, not all digital strategies are in shining armor.

Outbound strategies are mostly losing their edge and an inbound marketing strategy can be the life savior for your business. Inbound marketing first came into the digital scenario in the year 2005. Since then, it has been a popular choice for many marketers.

While digital marketing is a broader term to mark any kind of marketing on a digital platform, inbound marketing is a specific type of digital marketing that can be super beneficial for your business. It is a way in which you can attract qualified leads instead of blindly throwing campaigns to the masses.

Inbound Marketing can help you connect meaningfully with your customers and influence them in a way that you can influence them of your business and nurture long-term relationships with them.

So, let us learn about the difference between inbound and outbound marketing strategies and how exactly inbound marketing works. This will help you to create better inbound marketing campaigns next time you think of uplifting your business.

 

Difference Between Inbound & Outbound Marketing

Though both strategies are used to influence, engage, and convert leads, there are certain differences between outbound and inbound marketing strategies that we are going to talk about here.

Inbound Marketing Outbound Marketing
Digital content targeted at a specific segment of audiences Non-digital content typically exposed to the mass
The aim is to inform customers about the products or services and help them The aim is to sell
Personalized messaging Messages meant for a broad audience that needs to stand out among millions of others
Multi-channel approach Linear approach with limited channels
Measurable through digital marketing tools Difficult to measure due to the physical advertising involved
Interactive content such as blogs, social media posts, webinars, reports, etc. Passive content such as direct mail, printed ads, billboards, TV ads, etc.

 

How Inbound Marketing Works

Inbound marketing strategies can do wonders for your depleting business or in case you are looking forward to adding up some more sales to your existing sales record.

This strategy has a simple blueprint, which is to attract highly potential customers with the best possibility of lead generation.

Let us see how inbound marketing does that.

Enhances site traffic

Inbound marketing uses both the best SEO and content marketing strategies at the base of its digital marketing campaigns. Both these marketing tactics when implemented in a highly channelized way can reap a good deal of traffic. The best part is this traffic has the qualification of converting into prospective leads.

High-quality content with in-depth information and rightly optimized keywords helps you rank in search engines and generate pre-qualified leads. These pre-qualified leads are the traffic coming from people wanting to buy some product or service and doing research for that purpose.

Thus, in simple words, they are already in the process of buying a similar product your organization promotes and you just need to convince them to choose your services.

Further, if you are creating more content, chances are that you can rank higher for certain keywords and phrases and enhance site traffic to your website.

Produces qualified leads

Pre-qualified leads are people already interested in your products and looking for the best out of the lot. Now, if you target such traffic for your ad campaigns, your chances of increasing your sales multiply a number of times. All you have to do is follow an effective strategy.

Earlier, where outbound marketing typically addressed the masses without any targeted set of audiences, inbound marketing changed the scenario by segmenting the audience from qualified to non-qualified ones.

You can now place your ad campaigns to segmented audiences and produce better results in terms of lead generation. You can achieve such targeted campaigns by collecting behavioral internet data from tracking cookies, CRMs, and ERPs.

Reinforces organizational reputation

With inbound marketing campaigns, you are no longer in the zone where you have to actually ‘make’ potential leads. You already have a market and that reduces a great deal of your marketing team’s efforts. You are now convincing your potential customers why they should choose you over your competitors.

Where outbound strategies engage with descriptive data, statistics, facts, and multiple endorsements, with inbound you can shift your focus around customer retention and attracting new leads through recommendations from satisfied customers.

This way you have a brand that your customers can put their trust in.

Throws in personalized messages

Personalized marketing messages are what your audience can fall for. Personalization is a recent development in inbound marketing that shows attention to valuable visitors and leads. Promotions with traditional channels only allow you to target a broad set of audiences based on statistical data relating to the masses.

For such marketing strategies you need to design your ad content based on the demographics and thus mostly are unable to target the most potential audiences.

With inbound marketing, you can segment your potential customers based on first-party customer data and curate your ad campaigns accordingly. Personalized marketing messages hit your audiences squarely and help you to connect with them creating a cohesive customer journey.

Allows flexibility to customers

You don’t need to overwhelm your potential customers with your campaigns in inbound marketing strategies. You can send personalized messages or other inbound tactics and let the customers make their move at their own pace.

With inbound strategy, you do not flood them with your campaigns, as done in outbound strategies, and allow them to take a step forward to purchase whenever they feel they are ready. This way your customers find their way organically to you and your products while they are in their research phase.

Builds relationships

If you are not too clingy to your customers and not bombarding them with your sales pitches, it is more likely that they won’t run away! Inbound marketing helps you to grow a strong relationship with your customers instead of pressing them to buy your products.

Strong customer relationships build sustainable businesses in the long run. Inbound simply passes on useful information about your product or services to your customers.

 

Inbound marketing works on three different strategies – attract, engage, and delight.

Let us see what are they.

1. Attracting strategies

Content creation and development are the core of inbound strategies that are aimed at attracting your target audience. Create high-quality content such as blogs, promotional offers, and social media content that add value to your customer’s buyer’s journey.

This content must include information on your product, the solution your business is offering, testimonials, and detailed information about your promotional offers.

Another highly effective inbound strategy to attract customers is through optimal SEO strategy which will help you to rank higher in search engines and get noticed by your potential customers.

2. Engaging strategies

Inbound engagement strategies are primarily designed to retain your customers. If you can engage with your customers well, you can build long-term relationships with them. Befitting communication and customer dealing can have an agreeable impression on your customers.

Your inbound sales calls are also a suitable way to engage your customers with your business.

3. Delighting strategies

Inbound delighting strategies make sure that you have happy and satisfied customers and that your support is with them even after they have bought your offerings. Steps such as engaging chatbots and surveys to understand customer needs are also going to delight them.

Delighted customers equate to brand advocates and organic promoters.

 

Final Words

Digital marketing campaigns are typically highly effective marketing strategies, yet sometimes they can be overwhelming as well. Dignitas Digital is a full-service digital marketing agency that can take care of all your digital campaigns required to promote your brand and its offerings. We help you provide deep insights and crucial marketing strategies that can change the face of your business and make it a highly profitable one.

From Search Engine Optimization (SEO), Search Engine Marketing (SEM), Online Advertising (PPC), and E-mail Marketing, to website analytics, this agency can handle it all.

So, inbound or outbound, whatever marketing services you are looking for it always helps when an expert like Dignitas Digital is by your side to churn out the best for your business.

Ready to talk to us? Get in touch for a free consultation.