Smart marketer’s are turning to inbound marketing

The question I get asked by fellow marketers more than any other is: what is inbound marketing? Simply, it’s completely the opposite to the long-established method of broadcast advertising.

Inbound marketing is focused on the idea of being found by people who are looking for you, your product or your service. It mainly consists of intelligent web design, search engine optimisation, social media and conversion strategies with the aim of drawing motivated people to you.

Whereas broadcast advertising is typically focused on trying to influence your buying behaviour and habits by means of commercials on television and radio, printed advertisements in newspapers and magazines and printed directories such as Yellow Pages.

So, rather than forcing yourself onto the poor unsuspecting masses, inbound marketing allows potential customers to find you when THEY are ready. Any time, any place. It delivers motivated, qualified consumers to your door (website) 24 hours a day, 7 days per week.

 And as more and more consumers use social networking sites to connect with trusted friends, relatives and co-workers, personal recommendations are becoming a lot more important for brands in the buying decision on everything from buying shoes to airline tickets.

For me, inbound marketing is all about:

1. Knowing the essence of marketing and digital marketing theory
2. Knowing your online communities (target audience online).
3. Knowing where and how people search for your product.
4. Knowing your brands keywords
5. Knowing how to produce and publish great content
6. Knowing how to optimise your website, landing pages and content for search (including social search)
7. Knowing how to implement effective online conversation strategies
8. Knowing how to measure, monitor and improve performance
9. Knowing how to integrate the offline world of traditional advertising with online inbound marketing strategies and tactics

For a marketer, results can be cost-efficient and totally measurable.

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