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Integrated Marketing Association

Inbound Marketing

Inbound marketing changes the flow of marketing activities from an inward out approach to an outward-in approach. Instead of posting advertisements and forcing consumers to listen to their messages (outbound), inbound marketing uses quality content to attract consumers throughout the customer journey.

In inbound marketing, businesses enable consumers to sell themselves on a product. Many consumers begin the purchasing process with internet research. Using inbound marketing assets including blog posts, reviews, and infographics, among other things, brands appear in relevant searches to deliver high-quality support when a consumer needs it most.

Brands that focus on inbound marketing want to deliver a seamless and multi-channel customer experience at the right time and in the right place. Using SEO techniques and quality content development, businesses create opportunities for engagement. Both small and large companies benefit from inbound marketing techniques because they require fewer upfront costs.

Successful inbound marketing strategies go beyond product recommendations to include value-driven information for consumers. For example, businesses that specialize in selling dog food and accessories may post blog content focused on animal health, training, exercise, and bonding. The content goes beyond the benefits of dog food and the right collar to provide information about the practicalities of living with a dog.

In addition to relevant and high-quality content, inbound marketers use several complementary marketing strategies to drive inbound traffic. Earning inbound links, offering discounts, and encouraging customers to tell their stories all support inbound marketing efforts. Many business websites enhance traffic with free trials and resources designed to demonstrate value before asking a consumer to make a purchase. Something as simple as addressing a negative review on social media could generate inbound marketing traffic.

Modern consumers shop, research, and review products online. Businesses of all sizes willing to offer value in a noisy digital space can grow their audiences and consumer bases. Inbound marketing is an organic, unobtrusive, and efficient marketing strategy focused on consumers who are ready to move forward in the sales cycle.

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