How to provide value for your customers with great inbound marketing

As a business, there is a myriad of ways that you can improve your reputation and attract customers to your site – without competing for ad space, jostling for your customers’ attention or spending a big chunk of your marketing budget. Inbound marketing can help achieve this.

What we talk about when we talk about inbound marketing

Inbound marketing is a marketing strategy that aims to drive prospects towards your website, rather than outwardly pushing your products or services through advertising.

Inbound marketing focuses on attracting people to your site and blog through helpful and relevant content: it’s all about creating valuable experiences that have a positive impact on your customers and your business.

Whilst traditional marketing methods relied largely on cold-calling, email lists, paper advertisements, and direct mail, inbound marketing content can come in the form of blogs, social media and your website.

Not only does this type of content typically cost less to produce than traditional advertising, it also tends to generate a greater return on investment (ROI).

This is largely because disruptive outbound marketing techniques – whereby companies interrupt someone in order to get their attention – are rapidly dying out.

The rise of ad blockers, Netflix and premium channels prove that people place a high value on the ability to avoid ads – with many willing to pay extra for this choice.

Value-added advertising

These days, people want experiences – not just poorly targeted ads. People expect to be addressed on their own terms, with content that they are genuinely interested in. For this reason, brands are increasingly shifting their budget away from traditional advertising and towards customer experience.

Inbound marketing, on the other hand, avoids intrusion and creates an experience out of the marketing process. It invests in improving communicational touchpoints and works to optimise the customer journey. 

In a nutshell, inbound marketing is about providing value-filled content for your customers. Instead of simply selling, you are starting conversations and providing solutions to potential problems.

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