Inbound marketing has turned out to be one of the hottest trends in the industry – and we should know – with research revealing that budgets allocated for this type of marketing have been growing at around 50% over the last three years.
There's a good reason for the vast growth of inbound marketing, which is why we chose to specialise in this kind of marketing tactic from the start.
It allows businesses to accurately measure their return on investment (RIO), something that has proved trickier to achieve with other marketing tactics.
Do more with less
Another reason for the growing prominence of inbound marketing is that it allows marketers to do more with less money. This is ideal, as in these times of economic (albeit hopefully improving) uncertainty, marketing budgets are being watched and guarded by eagle-eyed bosses. They are, however, seemingly coming round to the fact that instead of targeting the largest possible audience they can, it is actually best to use it to focus and target consumers with whom the brand stands a better chance of conversion. The sales process in today's world is no longer linear, meaning the process of conversion has also changed direction.
The overarching idea behind inbound marketing is to draw potential customers to a brand's website or social network account, learning what they need or want and then delivering the information in a precise and targeted manner. The key to this is, of course, quality content – quality both in terms of its relevance to the target audience and in terms of the content's style. Blogs are one of the best tools inbound; posting regularly on a brand's blog with lots of attractive information about products or services is one sure-fire way to succeed. This was proved by a report from HubSpot, which found that 82% of marketers who maintained a daily blog acquired new customers from it. High percentages like this is why we do what we do; to compare, among those that blogged just once a month, only 57% reported customer acquisition from their attempts.
Using these tactics on social networks is also a necessary part of a successful strategy. Apart from producing their own content, marketers can share other sources' content on social networks, giving them the chance to reach new audiences.
Importance of search quality
Speaking about reaching audiences, it is essential for marketers to make sure the content they produce can be easily found by their target audiences. This is where inbound marketing overlaps with search engine optimisation. This type of marketing depends on unique and compelling content that is regularly produced and that can be easily found in search engines. Doing these things properly takes some effort but, as statistics show, the results are worth it. All of this is only possible if it is done right – that's where we come in. As experts in inbound and content marketing, we know how to best structure a businesses' strategy to produce great SEO results and, finally, generate those all-important conversions.