What is inbound marketing?

Gone are the days when businesses can only rely on customers visiting a store and a having a sales person tell them about the products and services available.  Now, 81% of shoppers do much of their research independently online before making a purchase. Think about how many times you have "Google'd" for information before making a purchase.

Watch: 6 Step Guide To Successful Inbound Marketing  

One of the approach that inbound marketing focuses on is content creation. By providing useful content that helps your potential customers make a decision, you make your website the destination where they gather information. From your website content customers can learn about their choices and the benefits of your products on their own, in a zero-pressure environment.

Give them the quality content and service they desire and they'll reward you with their business again and again.

Another technique that inbound marketing focuses on is search marketing. Search marketing is the process of gaining traffic and visibility from search engines through both paid and unpaid efforts.

Search Marketing encompasses SEO and SEM. Search engine optimization (SEO) involves earning traffic through unpaid or free listing. Read: Rejuvenate Your Business Through SEO.  Search engine marketing (SEM) involves buying traffic through paid search listings. 

Originally called “search engine marketing,” the shorter phrase “search marketing” is now often used as the umbrella term over SEO and SEM. The longer phrase “search engine marketing” — or SEM — is now typically used to describe paid search activities.

The third capability that inbound marketing focuses on is social media. Using social media channels to assist potential buyers with finding your business is an effective method of inbound marketing.  

Crafting and distributing optimized messaging that speaks directly to your target audience over the various social media channels helps to position your business as the go-to online resource in your field.  

Read: Top 3 Social Media Marketing Tips to Improve Your SEO Efforts

In conclusion, inbound marketing is using new age capabilities such as content creation, search marketing, and social media channels to help potential buyers find your business when they are ready to buy.

With inbound marketing your customers lead the way.  Find out what they need, where they are and provide amazing value and service to keep them coming back to your business time and time again. ​​

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