By Amanda Lynch, Owner of Busy Blogs Plus
If you’ve attempted any form of digital marketing over the last several years, there’s a good chance that you’ve heard the buzzword inbound marketing. Inbound marketing is a powerful and magnetic method of naturally drawing customers to your brand—and it has dramatically transformed the way that businesses attract and convert customers.
According to HubSpot, inbound marketing became the most effective method for drumming up business online in 2006. Businesses began to make the switch from buying e-mail lists and ads, to writing blogs and publishing on social platforms. While some outbound marketing techniques still have their place, the impact of inbound marketing is simply undeniable.
Defining Inbound Marketing for Small Business Owners
As a small business owner, it’s important to understand what inbound marketing is and how it can boost your business. Inbound marketing is the concept of bringing customers to your company, rather than actively seeking out new business on your own. This is achieved by publishing quality and engaging content across a variety of channels. It’s an entirely different approach to the traditional outbound marketing techniques that some SMBs still use today. However, implementing inbound marketing strategies can help you tap into a new customer base and gain extra exposure.
HubSpot outlines the four actions of inbound marketing (Attract, Convert, Close, Delight) in order to experience its true benefits:
Although the outlined tools aren’t necessarily exclusive to each action, this is a general funnel that is used to attract new customers for life via inbound marketing.
How Can SMBs Attract and Convert Customers with Inbound Marketing?
Keep in mind that the simple act of publishing content isn’t enough to attract and convert customers. In order to attract qualified leads and customers to your business, you’ll need to create content that engages, excites, and delights.
There are several approaches that you can take to produce content of this caliber, and those approaches include:
- Publishing content that helps your customers learn something new
- Striving to educate the customer rather than promoting your newest sale
- Creating guides that help customers achieve a desired result
- Proving your credibility with case studies
- Supplementing your content with relevant graphics and video
- Distributing your content on social media channels
- Offering original content that adds value and solves problems
While this might sound like a tall mountain to climb, you’ve already won half of the battle by being an expert in your field. By combining your industry knowledge with a calculated inbound marketing strategy, you’ll be on the fast track to generating more business online.
Who are the Inbound Marketing Experts at DOYO Live?
If you’re attending DOYO Live on August 4th, you’ll find yourself surrounded by industry experts with extensive inbound marketing experience—most notably Nate Riggs of NR Media Group, and Gene Bonanno of The Bonanno Group, Inc.
Nate Riggs is CEO and founder of NR Media Group in Columbus, Ohio. Nate is dedicated to helping local area business owners and marketing managers maximize the results of inbound marketing. He is a keynote speaker at DOYO Live and will discuss philosophies and methodologies behind successful inbound marketing strategies.
Gene Bonnano is owner of The Bonnano Group, Inc. and has over 20 years of consulting and principal experience with IBM Global Services. Gene and his team uses HubSpot’s inbound marketing strategy to help organizations grow their business.
Tony has over 20 years of combined global business, Marketing, Branding, Selling in the IT and technology space, with three successful startups under his belt.
Today, Tony is the CEO of Ving, an emerging technology startup that has created a unique communications platform that leverages today’s most current and entrenched tech tools to drive collaboration, accountability and compliance when sharing information in digital form.
Free Giveaway: State of Inbound Marketing Report
Discover how other marketing professionals use inbound marketing to maximize sales with HubSpot’s State of Inbound Marketing report. Shoot us your e-mail via our quick form and we’ll deliver the report straight to your inbox.
Amanda Lynch is owner of Busy Blogs Plus LLC in Boardman, Ohio. She is a 2011 graduate of Youngstown State University and offers content writing and blog planning services for businesses across the Valley. Amanda will be hosting a content writing workshop at DOYO Live on August 4, 2016.