“Marketing is no longer about the stuff that you make, but about the stories you tell.”
Seth Godin, inbound marketing guru and author of Permission Marketing
Every day, Coke, Nike, Ford and countless other iconic American brands use inbound marketing to boost sales and increase customer loyalty.
But, what exactly is inbound marketing?
Inbound marketing is a strategic way to increase awareness of products and services through content-based channels like blogs and social media. It’s also an important way for companies to share their stories and key information directly with customers. The term “inbound marketing” was coined by HubSpot CEO Brian Halligan in an effort to describe an innovative form of marketing that is based upon earning trust and enhancing credibility.
Converting Traffic Into Sales
Generally speaking, inbound marketing involves three basic steps: attracting traffic, converting traffic into leads and turning leads into sales. The key action for inbound marketing is to “pull,” rather than “push,” the consumer, which means less hype and more credible information. This process allows for the sharing of curated information and quality content, effectively engaging target audiences and encouraging action.
The Power of Original Content
Unlike paid advertising, inbound marketing allows companies to generate original content that customers want and need. This type of marketing engages and hearts and minds of consumers, offering a more effective way to generate brand loyalty. By encouraging consumers to follow content, inbound marketing directly connects companies with consumers.
Tips for Success
Here are a few tips to help your company harness the power of inbound marketing: