As opposed to outbound marketing, inbound doesn’t directly sell, pressure the user with discounts or motivate them to buy here and now.
A company simply offers potential customers valuable expert information (blog articles, posts, podcasts, videos, etc.) that builds loyalty and trust, and creates a positive image in the eyes of the audience. Ultimately, inbound marketing leads to sales.
Who inbound marketing is right for
Inbound marketing is especially relevant for startups and small businesses that have limited resources and budgets, as it allows them to compete with larger companies by leveraging the power of content and digital marketing. By providing educational and entertaining content that addresses your customers’ pain points and aspirations, you can establish your brand as a thought leader and a trusted advisor in your industry.
Inbaud marketing is suitable for companies who want to increase their visibility and find new customers. The important prerequisite is that they must be willing to invest money and time.
For the tool to work, you need to regularly create good content and distribute it. The effect will not be noticeable immediately, it will take at least a few months.
Inbound marketing is especially relevant for companies:
- with a long sales cycle (car manufacturers);
- companies with complex and expensive products (SaaS services, cloud solutions, software);
- The companies working on a narrow specialized market (producers of rolled metal products);
- selling services, especially financial and legal services.
Inbound marketing is actively used by experts who work for themselves, including representatives of “helping” professions: psychologists, coaches, tutors.
Inbound marketing is not suitable if the business has the task of selling a product quickly. In this case, it is better to choose direct advertising.
Some common inbound marketing tactics include:
- Content creation (blog posts, ebooks, videos, webinars, etc.)
- Search engine optimization (SEO)
- Social media marketing
- Email marketing
- Landing pages and lead magnets
- Marketing automation
By adopting an inbound marketing approach, startups can attract, engage, and delight their ideal customers, and ultimately drive more sales and growth for their business.