The Basics of Inbound Marketing Techniques


The Basics of Inbound Marketing Techniques

In the last article we discussed what inbound marketing is all about. It is basically letting your audience find you rather than the other way round where you broadcast your message, hoping it will reach your prospects.
We also discussed the steps involved in Inbound Marketing where you attract, convert, engage and promote your brand. There are several techniques involved while doing Inbound Marketing.

The Techniques Involved in Inbound Marketing

Inbound Marketing strategy involves a cohesive thought process where the marketing messages are strung together and implemented using various digital marketing platforms. The exact techniques used depend on the type of business, its business goals and the audience. Listed below are the core techniques implemented for a successful Inbound Marketing strategy:

Content Marketing:

The foundation of any inbound marketing strategy is content. We have all heard the oft repeated statement that content is king. This holds true because it is information available on the internet that drives people to visit various websites. A relevant and well written content for people is what attracts them to a website. If the written content provides meaningful information to users, they continue to visit a website seeking more information. A business website is relevant as long as it continues to provide the right information.

Search Engine Optimization:

Keywords typed by a user connects them to the information available on a web page. A website needs to be optimized to attract the right kind of audience to a website, enhance the user experience as well as fulfil the conditions of a search engine for it to rank well in SERPs. Otimizing a website and ite content for search engines, without compromising on the user experience, is the key to driving free traffic.

Social Media Marketing:

A strong social media presence is important as it gives easy access to the core consumers of a brand. People can connect to a business in real time. It helps in understanding the needs of your audience and provide them with updated information instantly. To use social media effectively brands need to have the ability to listen to its customers, respond to their problems and offer solutions.

Email Marketing:

The ‘inbox’ gives direct access to your prospect. Once a lead has given consent to a business to send emails to them, email becomes an excellent tool to keep people engaged and build a relationship with prospective buyers. Also, as a business, you have a greater possibility of customer retention. However, Email Marketing is based on permission given by users to receive emails from a business or a website. Cold emailing is not a part of inbound.

There has to be a common thread running through all the techniques to integrate all information in a cohesive manner for the end user.
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