Inbound Marketing – A Growth Strategy

What is Inbound Marketing?

Inbound Marketing is the fine art of attracting your prospects instead of chasing them. It is a preferred way to get clients because it is more easily scaled than outbound marketing, which is generally very time-consuming.

Inbound Marketing encompasses these strategies:

1. Content Marketing:
Creating and sharing high quality content consistently to attract and engage a specific target audience. This may include blog posts, long form articles, e-books, white papers, videos, podcasts etc.

2. Search Engine Optimisation (SEO):
SEO is the skill of making technical and content based optimisation to your site so that search engines list you in the top results on Google. This includes keyword research, on-page keyword optimisation, content creation and organisation, link building, website usability etc.

3. Social Media Marketing:
Social media marketing includes promoting content, engaging with followers, and driving traffic to your website. This includes both organic posts and paid ads.

4. Email Marketing:
Building a list of subscribers and sending them targeted, personalised emails to nurture leads and turn them into clients. This can include newsletters, promotional emails, and dripped warm up campaigns.

5. Lead Generation and Nurturing:
Capturing name and email from prospects through forms, and landing pages to then nurture those leads through automated workflows and personalised content.

6. Website and Landing Page Conversion Optimisation:
Designing and optimising websites and landing pages that convert is key to getting clients. This often includes more than just designing using best practice; it includes A/B testing, mobile optimisation, and improving site speed.

7. Webinars and Live Events:
Hosting online and offline events to engage with the audience and grow your email list helps generate new business. This extends to many types of online live events such as webinars, Q&A sessions, or product demos.

8. Influencer and Partner Marketing:
Collaborating with influencers and partners to reach other people’s audiences is a fast way to grow your following, enhance credibility, and drive traffic and conversions in the short term.

Inbound strategies work together to generate growth.

In order to effectively generate this growth, one must….

First – understand their audience

Second – create a lot of content to serve/educate that audience

Third – create funnels that warm up and convert that audience

It’s a simple 3-step process that however involves a lot of testing and consistent improvement of all the prospect touchpoints. Many businesses can take up to 2 years to build solid funnels that convert and content systems before they’re ready to scale. 

So don’t give up too soon – troubleshooting and consistent small improvements are part of the game.

If you stay in the game, you will eventually win, and you will be rewarded with growth.

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