The rule of thumb for online marketers has been to reach their target audience using the various channels available to them. They target the people they think can be converted into customers once they visit the landing page or website. Entire campaigns are usually based on this traditional approach, known as outbound marketing. However, there is an equally competent yet underrated technique for enhancing your online marketing efforts: inbound marketing.
As the name suggests, this marketing technique employs tactics and strategies to get your customers to come to you rather than the other way around. There is a lot of hard work involved in chasing after prospective customers and convincing them to give you a chance. Nearly every marketer uses outbound marketing so if you choose to try inbound online marketing, you might gain an edge on your competitors and capture more leads. After all, the end goal is to generate as many leads as possible.
Using inbound internet marketing involves completing the steps laid out below:
- Use the channels available to target people you think are interested in your campaign
- Convince them to become leads through ads and other compelling content
- Provide links to your landing page in the ads
- Capture the lead on your landing page
- Convert the lead into a customer
If you are using the traditional outbound marketing methods, it would be a great idea to combine the two. You can use inbound marketing software to make things easier for you. There are many tools available online, both paid and free, which you can download and learn to use. They will reduce the effort you have to put in for your marketing campaign. A helpful tool in this regard is SEMrush, which can be used to find the best keywords for inbound marketing and organize them effectively.
Why Use Inbound Marketing
A relevant question which comes to mind is why you should try inbound marketing when you can generate internet marketing leads through outbound marketing. There is little doubt that outbound marketing is just as effective when it comes to capturing leads but there is one distinct advantage you gain through inbound leads. Unlike the usual leads you generate, the inbound generated leads are qualified.
The only reason they have become leads in the first place is because they wanted to. They were compelled to sign up through the tactics and techniques you employed. If they were not interested in your campaign, they wouldn’t have put in the effort and time required for inbound leads generation. As you would, becoming a lead is a multi-step process and not everyone has the time needed to go through it completely.
So, what you get are qualified leads that have a genuine interest in what you have to offer. Any experienced online marketing would know that qualified leads are more important as you will find it easier to convert them. As a result, your conversion rate and return on investment would improve considerably. This is only possible if you are focused on solving their problems instead of just plain hard selling. Hard selling could drive the online marketing leads you have generated away.
How to Capture Leads
The million-dollar question is how you can employ inbound marketing in a way that it enables you to capture the maximum number of leads and ensure they are qualified. Thankfully, there are various channels and mediums through which you can launch your inbound online marketing efforts. They include:
People don’t want to be sold to. Rather, they are interested in offers which would help fulfill their needs and wants. They are not looking for products but solutions to their problems. In this regard, the social networks become the perfect platform for inbound marketing. The people have the option to choose the businesses and campaigns they like and avoid the ones they are not interested in. By putting the power in the people’s hands, you ensure that only qualified leads get through to your landing page.
Search Engine Optimization (SEO)
Like all other marketing tactics, inbound marketing SEO is also important. You have to make sure that your landing page is optimized so that the people who want to find you can find you. For this, you would have to use the most relevant keywords for your campaign, which you can discover through SEMrush. Search engines are the hub of any inbound marketing campaign and you have to make your presence felt on them to capture an optimum number of leads.
Content marketing has grown in importance over the past couple of years. Therefore, this is another tactic inbound marketers cannot afford to ignore. You can post articles on various directories across the internet or set up your own blog. Keyword-rich and informative content draws people to itself. Again, they have the choice whether they want to read or not. They can decide if they want to click on the text links you add to the content.
These are some of the most effective techniques you can use for inbound marketing. There are various channels for you to target your prospective customers through. Choose the ones that appeal the most to you and get started on your campaign. This doesn’t mean that you have to ignore outbound marketing. It is just that the inbound leads you generate can be converted more easily than others.