The old adage that customers make the establishment holds true today. Despite all that has changed in the world of marketing and commerce, your clients, customers, buyers, consumers – call them what you will – are still the backbone of your business.
In the past, customers were actively pursued with television commercials, print advertisements, internet banners, email mailing lists, and cold-calling. While these methods still work today, they cast rather a wide net. And with all the marketing messages bombarding your average consumer every day, it’s rather a risky strategy, as so much of what we see and hear is filtered out.
To narrow your search for relevant prospects and concentrate your efforts on potential leads, inbound marketing is the way to go.
Instead of going out to find a needle (or few) in a haystack, your clients come and find you with inbound marketing.
Common types of inbound marketing include:
Paid advertising, especially in the form of PPC (pay per click), is a channel within inbound marketing which is used to magnify your content. By highlighting your presence when relevant keywords are searched, you appear on the radar of your prospects.
Social media marketing is a cost-effective way to build brand awareness, start conversations with your fans, and direct your audience to information which they will find pertinent – from humor to inspirational quotes to anything which helps them solve a problem.
Content marketing is where you can stand out as an industry leader aligned with your customers and their interests. By drawing them in with your unique content, you are seen not as a salesperson, but as someone who wants to help.
Digital marketing encompasses all of the above and ensures that your inbound marketing strategies can be accessed on a variety of devices. It helps you make the right decisions by analyzing your marketing campaigns to recognize what is working and what isn’t.
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About the Author
Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders. His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners.
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