Earlier marketing was about catchy lines and attractive posters, but now the prospective buyers got more advanced. I am not saying, good copywriting skills, slogans, and banners don’t matter at all, but this is not the only thing. Even though you are running outstanding campaigns but if it doesn’t reach the target audience, then all of your efforts will go down in the hole. What a business wants is leads and a lot of them. So what marketing strategy a business should follow to get the desired outcome? In this article, we are going to share the ideal marketing tactic that is used by big companies and get a return on investment as well.
We are talking about inbound marketing, a customer-centric marketing strategy that put the needs of the customers and prospects at the center. Here, you will learn what is inbound marketing, some statistics showing its credibility, and a few tips to get you started. Without doing further ado, let’s dive into the blog.
What is Inbound Marketing: Explained with Example
Simply stated, inbound marketing is a set of tactics in which a business attracts its customers and builds trust and relationships with them. The essence of inbound marketing is the target audience themselves find the business through the means of content like blogs, webinars, organic Google searches, etc. On the other hand, outbound marketing throws its advertising and billboards directly into the face of consumers, whether or not they want it.
Let’s have a look at the real-life example so you can get a better answer to “What is inbound marketing”.
This is the blog section of a platform called Groove, which is a sales engagement platform for businesses using Salesforce. But when you look at its blogging section, you notice that the content they offer is quite versatile and, of course, valuable to its readers.
They don’t solely focus on the category in which they offer their service, but also target the audiences of other domains. On their blog page, you will find information about best practices, somewhat “insider information”, personal stories of people, entrepreneurship, etc.
You’ll notice, the tone of the blog is conversational with amazing visuals. The writers try to engage with the reader in a first-person conversational way. This makes readers more engaged and connected. On top of that, they amplify the credibility of content through stats, graphs, surveys, etc.
Here is the list of categories that Groove covers in their blog section.
- Customer Support
- Remote Work
- Content Marketing
- Founder’s journey
- Product Updates
And that’s the ethos of inbound marketing, putting customers in the center and building your strategy around their needs. Groove blog is a great example of this. They are not trying to forcefully feed the information about their products and services or filling the content with marketing keywords. They are creating what actually helps the readers.
Top 3 Myth Busters Inbound Marketing Statistics
In this section, you will get to know about the return on investment of inbound. In addition, you’ll learn why is it the first choice of many businesses.
- Blogging is one of the most common inbound tactics and it is as effective as ever. According to Social Media B2B, companies that focus more on blogging & generating content get 67% more leads. It clearly shows businesses who are keen to provide valuable information to their customers have more leads.
- Nowadays podcasts and webinars are getting more popular and there is a statistical reason behind it. A survey conducted by the Content Marketing Institute and Marketing Profs reveals that 61% of marketers believe webinars are ideal content marketing tactics. This strategy is even more effective for those who’re in the nurturing stage, i.e. middle of the inbound marketing funnel.
- It’s a common misconception that inbound marketing costs more than compared to outbound marketing. Because you need to make the initial investment, but this is just a myth. Search Engine Journal’s study showed inbound leads cost 60% lower than outbound leads.
This may have given you an idea of what is inbound marketing and why you should start putting it into action.
Align Sales and Marketing Team for Revenue Growth
What is the end goal of the sales and marketing team? To generate the maximum revenue for the company. But this target can’t be achieved if both teams are not on the same page. Even after you implement any of the effective strategies, like inbound marketing. Suppose your marketing team is generating an enormous number of leads. But if the sales team failed to convert them into customers, then it makes no sense. Usually, this happens because of the gaps, lack of communication, peculiarness, etc. So to overcome this, you have to follow a roadmap and inbound marketing is that ideal roadmap.