What is Inbound Marketing, and Why Does it Matter?


With the advent of the digital era, inbound marketing has become a critical element for attracting potential customers to a business website and eventually converting them into a sale.

The aim is to create valuable experiences that have a positive impact on people, and consequently, your business - this is where content development and content marketing comes in.

Content marketing is a form of inbound marketing that uses relevant and desirable information in return for prospects contact information.

By sharing relevant and reliable content, you are showing your audience that you have the solution to their personal and business challenges.

The goal is to increase trust with prospective customers when they visit your website. Not only should the content be helpful to the intended audience, but it should also be relatable enough to develop trust with those people looking purchase your product or service.

By developing content that is designed to provide the information and address the issues of your target audience, you don’t need to fight for their attention.

Ultimately the content available on the website should attract, engage, and delight your customers as well as including the products or services you offer.

There are multiple types of inbound marketing such as; blogs, articles, press releases, podcasts, videos, eBooks, Emails, social media marketing and search engine optimisation. These different elements help in creating quality content that should be relevant to the customers’ needs - answering any queries or providing the information they are seeking.

Here is an overview of the three stages that make up the inbound methodology:

1. Capture the prospect as a lead by sharing relevant information.

2. Nurture by building a relationship with constant communication via email, sharing more content.

3. Convert the prospective customer into a paying customer with a series of special offers.

Inbound marketing helps in developing trust, credibility, as well as momentum and should play a significant role in any digital marketing strategy.

 

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