Since the early 2000s there has been a decided shift towards search engine marketing. As anyone on a tight marketing budget knows, highly measurable and targeted advertising that can be easily adapted throughout a campaign is not only efficient, it’s invaluable. As online audience’s become more savvy, efforts to bring in traffic have shifted from paid search advertising to social media, targeted content, site optimization, and inbound marketing.
What is Inbound Marketing and why is it worth looking into?
Inbound Marketing is a term that was coined for it’s specific function, it is marketing to be ‘found’ online. Unlike traditional ‘Outbound’ advertising, Inbound Marketing doesn’t focus on a media buy that you hope will be seen by your target market at the right times. If you buy a billboard on a national highway there are statistics to tell you how many eyeballs you may get, and within those numbers you hope many will be the audience that you specifically want to talk to. But what if you had that audience’s dedicated attention right from the get go? What if your audience actually found you and came to you for help or solutions?
That’s the philosophy behind Inbound Marketing. Instead of a traditional ad buy of television, magazine, outdoor, etc. brands are beginning to focus on more organic routs to finding their target audiences. By developing relevant content that their customers would be looking for, by including common terms and phrases that their customer’s might be searching for, by keeping a updated social profile that gives insight into their brand’s personality or their brand’s latest offers, companies are realizing the success that comes with a more strategic approach to online advertising.
How can Inbound Marketing help you?
Inbound Marketing can help you and your business on multiple levels:
1) You spend less money on Outbound Advertising and in this economic climate, every dollar helps! Inbound Advertising is a relatively cheap and highly targeted form of marketing that can reach thousands potential and current customers. Creating content that is specifically geared towards the audience that you wish to reach will help you get ‘found’ by those searching for those specific terms and subjects, you have a captive audience from the first click!
2) Better targeting and that means better ROI. You are generating content for only those that you wish to reach and by doing so you are bringing in new and existing customers who are more serious about using your services. Instead of cold-calling, instead of handing out fliers, instead of hoping the right people saw your ad, you can actually talk to an already captive audience, which can bring in a much higher return on investment.
3) Your Brand gets honest and constructive feedback in real-time. As users find you more and more and your audiences grow online from Inbound Marketing so too will your customer feedback. That’s a great thing! Instead of paying for focus groups or blindly changing things up in the hopes of drumming up new business you now have actual customer feedback in the form of social media interaction. You customers will can leave comments, they will interact with your brand, they will tell you what they like and what they don’t like. All of this information you can turn into more money without having to pay for expensive studies and analysis. Customers will speak and showing them that you’re listening will build their loyalty to your brand and increase referrals from satisfied customers.
4) You will be seen as a ‘leader’ in your field. You might have already been a leader or an authority in your field, but only your existing customers knew it. Now you have content that is specifically targeted to the audiences you want to be talking to and as they come back or are further exposed to the content that you are putting out there, you will be seen as an authority by thousands of others. This is an invaluable position to be in! You now have returning traffic and fans who will spread the word for you, that perception by your audience will turn in to a higher ROI in the long run.
How can you get started?
There are several ways to get started building an Inbound Marketing strategy, but the most important thing to keep in mind is that it IS a strategic investment that will build over time if executed successfully. RocketDog Communications has been working with clients for years crafting their brand’s online ‘personality’ and helping them generate interesting and relevant content to bring in new clients and increase exposure. We work hand in hand with brands to find out what a successful campaign means to them, crafting their voice, their content, and their content’s execution to ensure they exceed their goals.
Are you curious about Inbound Marketing and how it could help your business? Give RocketDog a call, we’d love to help!