Attract visitors. Convert leads. Close sales. Delight customers. Repeat.
Why should every digital marketing strategy include inbound marketing?
Inbound marketing is the difference between a push strategy and a pull strategy. Very simply, inbound marketing starts with attracting your ideal customer to your content platforms. You broadcast high-value, informational content on digital media, and when someone has a problem you can solve, your content gets found. In terms of short-term and long-term investments, inbound is long-term.
Inbound marketing focuses on people who have a problem you can solve. It doesn’t waste time and energy marketing to everyone and hoping that someone out there needs your solution. And more importantly, the return on your investment is extremely demonstrable.
A properly implemented inbound strategy will take some time to ramp up to full speed, but once you have it running you can expect a steady stream of results as a foundation for the rest of your marketing activities.
Inbound marketing is the core methodology of our marketing strategies. We truly believe that well-positioned, well-delivered content is the best way to reach people on the internet today.
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The cornerstone of any successful inbound marketing strategy is high-value, purposeful content.
The new challenge for inbound marketers right now isn’t production, it’s positioning. Over-saturation in just about every market you could imagine is making it harder and harder for you to position your content where people will see it. This is why inbound will fail without real strategy to guide you. The methodology hasn’t changed, but the competition has.
If you’re going to outperform your competition, there are three things you have to have:
Strategy starts before the beginning. The #1 benefit that a good plan offers is a laser-focus on your top priorities. Many businesses currently failing at inbound have adopted a reactive content plan instead of a proactive content plan. Reactive marketing takes its cue from what others in your industry are trying. A reactive approach allows your competition to determine your next moves and guarantees you’ll always be at least second place.
Instead, you want a proactive strategy that innovates and tests new ways of reaching your target audience. When you’re the one innovating, you’re less likely to get distracted by what’s happening outside of your strategy. The only thing you need to watch is your own measurement of success.
Consider how much content is published in your industry every day. What makes your content rise to the top? What makes you unique in a way that your customers can’t resist? If your content isn’t uniquely speaking your customer’s language then it’s not giving you any benefit. It may even be pulling you further down.
There are still opportunities for unique, attractive content in your industry if you’re thoughtful and aware enough to recognize them when they show up.
It’s an intimidating task to improve your strategy or positioning. It takes a lot of skill (and often a lot of luck) to break through to those top positions. One sure way to help your effort is to increase the up-front value of your content. Give more without asking in return. We call this “good-faith value”.
Good-faith value is not the same as devaluing your expertise or giving your product away. Instead, you want to be the one who freely offers the answers that your competition is still using as marketing leverage.
Today’s inbound marketing success stories are more innovative, more specialized, and more supportive.
When you’re the one innovating, you’re less likely to get distracted by what’s happening outside of your strategy. The only thing you need to watch is your own measurement of success.