Going Back to the Basics of Inbound Marketing

Inbound Marketing is one way to approach to internet marketing. It focuses on constantly changing online trends using the latest web tools and online standards in order to bring potential customers closer to your preferred market. The basic challenge presented by inbound marketing to professional marketers and businesses is to constantly find creative ways to attract customers without being too intrusive.

Inbound marketing is not an entirely new concept. Many firms from centuries’ past have used different forms of inbound marketing to attract customers. Previously, outbound marketing was the standard for all firms. However, in this age where consumers are bombarded with advertisements through various forms of media, inbound marketing presents itself as an ideal alternative wherein the seller allows himself to be found – instead of blatantly becoming a “boom-box” of annoying ads.

The development of Web 2.0 applications and cutting edge tools greatly increased the potential of inbound marketing as an effective marketing strategy. Social networking sites such as Facebook, MySpace, and Orkut; blogging and micro-blogging platforms like WordPress, Tumblr, and Twitter; and various search engines like Google, Yahoo!, and Bing, make up the wide selection of marketing tools which could be used with great success.

Methods for Successful Inbound Marketing

There is no one formula for success in inbound marketing. Instead, what exists are tools which could be used in order to build a dynamic customer base, develop long-term relationships, and create a community that will get others to create a positive buzz.

Three of the most widely used methods in inbound marketing are Blogging, Search Engine Optimization (SEO), and Social Media Marketing (SMM). The success of an inbound marketing campaign hinges on the synergy of these methods.

Blogging – Many companies and startups publish company blogs to communicate with their customer base. Blogging is an excellent platform to bring targeted new information, provide updates on new products, disclose future development, and publish press releases. Blogs can also be used to spur interesting and lively discussions, invite insightful comments from customers, and solicit feedback on current products. A good blog should offer unique insights that will pique the interest of readers and will give the company the opening to develops its position in the online arena and promote brand awareness. Micro-blogging platforms like Twitter and Plurk also enhances your position in the market by providing readers with real time updates as form of passive advertisement.

Social Media Marketing – Most sensible companies are joining the SMM bandwagon to penetrate a mass of willing customers. Social media websites like Facebook, Linkedin, and Myspace give access to a network of users that can produce exponential site growth. A successful social media marketing campaign should create the buzz and exposure through word of mouth. Social Media Marketing is relatively cutting edge in today’s web standards. Because there are still a lot to be discovered and written about social media, it is definitely an exciting landscape for marketers.

Search Engine Optimization – SEO is an inbound marketing method that is both competitive and resource intensive. However, even with the challenge to establish an online presence through SEO, it could bring great rewards to companies with good search engine ranking and favorable search engine placement. An optimized website should have appropriate and timely keywords embedded in quality web content. The effect of Search Engine Optimization in inbound marketing has the ability to put companies in prime position to attract customers.

Inbound marketing is part of the phenomena described by James Surowiecki as the “The Wisdom of Crowds”. The internet opened multitudes of choices for customers and it is the marketer’s turn to adjust to the current market conditions in order to establish his own niche. Inbound marketing has given all types of businesses a window to penetrate the buying public and compete in a level playing field.

Overall, inbound marketing is an excellent marketing ploy to appeal to the sensibilities of the masses and build a long-lasting relationship to your customer base eventually leading to higher client conversions.