Marco Robben
By Marco Robben
5 years ago | comments

Inbound marketing strategy

Blog post | Management test Inbound marketing strategy

Why use an inbound marketing strategy?

Outbound marketing is the kind of traditional marketing that so many businesses are involved in on a day-to-day basis. It’s unsolicited email, advertising, telemarketing and so on. It’s the kind of marketing that requires the message to be strong enough to interrupt the prospect and grab their attention. Inbound marketing on the other hand focuses on attracting your target market and conducting business on their terms rather than yours.

Here’s the Challenge – Fact – Your Prospects:

  • Are filtering out traditional outbound forms of marketing such as telesales, trade exhibitions and direct mail. This means the number of leads that arise from these forms of marketing are less, ultimately lowering the marketing return on investment (ROI) for these activities;
  • Are using the Internet to find the products and services they require to solve their business and technical needs. This means you need to be there to be found or they will be looking at your competition;
  • When they find you they require quality content in order to determine whether or not your business and its offerings hold the key to addressing their business and technical requirements;
  • Are at differing stages of the buying cycle. They don’t necessarily want to talk to your sales team just yet, but they need to be nurtured until they do;
  • Are engaging more and more in Social Media as a means of practical discovery and finding like minded people.

Because of these reasons inbound marketing makes sense. Inbound marketing has 3 key pillars – Content Marketing , Search Engine Marketing and Social Media. Mix these 3 ingredients effectively and you have a recipe for more leads at a lower cost and with a better conversion ratio.

What Is An Inbound Marketing Strategy?

An inbound marketing strategy relies on 3 key pillars:

Content Marketing

Content is king! Creating great, fresh, meaningful content delivers value to your prospects. That content may be in the form of data sheets, white papers, blogs, indeed anything that delivers value back to your target market and ultimately builds trust.

Search Engine Marketing

Search engine marketing (SEM) involves your website being found on search engines. This is known as search engine optimisation (SEO). Having all that great content is one thing – having it found is another!

Social Media Marketing

Effective use of Social Media can help grow and nurture a prospect base. You need to be able to share that great content with someone now don’t you?

What can we do about your inbound marketing strategy?

Our goal is to help businesses manage the shift from outbound to inbound marketing by:

  • Providing access to structured, outsourced, inbound marketing programmes that suit all budgets;
  • Writing great content as part of the programme;
  • Building great websites that can be found by search engines, that are easy to update and engage your target market;
  • Optimising content on those sites for targeted keywords;
  • Managing related social media activities in order to help your business build its online presence.

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Want to know more? Get in touch with Marco Robben:

  • Email marco.robben [at] mastermind [dot] eu
  • Phone 06 5202 7366

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