Inbound Marketing in Times of Economic Uncertainty
Managing a successful business, especially during times of economic uncertainty or a recession, is challenging at best. In searching for ways to make your business more resilient, have a look at the following tips to get ready for tough times, e.g., when large budgets for advertising and outreaches aren't as available anymore. Can Inbound Marketing solutions accomplish that?
What is?Inbound Marketing?
Inbound Marketing, according to HubSpot, is defined as?a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, Inbound Marketing?forms connections they are looking for and solves problems they already have.
Inbound Marketing can include the following marketing tactics and methods:
Read more about Inbound Marketing ?and?how you can use it to establish and grow your business, increase your long-term marketing ROI, and sustain traction throughout economic challenges.
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How?Inbound Marketing?Differs From Other Marketing Approaches
Simply put,?Inbound Marketing ?is like saving for retirement: building for the future while surviving the present. Outbound marketing, on the other hand, pushes your products and services, hoping that you might find a suitable prospect quickly, without establishing a lasting foundation for your business. If you stop paying for your PPC ads, your visitor stream stops.
When it comes to Inbound Marketing, it can be simplified as follows: Stop selling; start being helpful to your prospects.
Essentially, being inbound is about attraction, looking to create pull, while outbound marketing is often referred to as "push" marketing, requiring the pushing of a message to an entirely new audience and is looking to nudge, albeit often close to harass, a desired audience over the finish/buying line.?But who wants to be marketed or sold to anymore?
With Inbound Marketing, using relevant pieces of content, planning a podcast around your visitor's wants, and even engaging with social media platforms are all acceptable techniques. Adding value to users who already have an interest in your business or visitors who need your product is what being inbound is all about.
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How?Inbound Marketing?is Different From Content Marketing
Although?content marketing ?can and should be a part of Inbound Marketing, it is not as extensive or as complex as Inbound Marketing, it is a subcomponent.
Content marketing and the generation of appealing, engaging and relevant content for your target audience and buyer persona requires keeping up with the latest trends in your industry and markets at the time. As a provider of solutions for the issues of your buyer persona, shouldn't you understand the potentially evolving challenges of those individuals? Of course, you should.
In addition to defining a buyer-persona-targeting content marketing strategy in line with your business objectives, you will need a targeted publication schedule and a consistent calendar, along with the ability to interpret and use collected data for future publications and pieces of content you create.?Which pieces and formats of content resonate most with your target audience??Are you conducting A/B tests to learn what's working and what's not on an ongoing basis and not just once in a while
With the right content marketing strategy, any business can significantly increase its online visibility while solidifying a professional and trustworthy reputation. Defining a content marketing strategy is imperative for any business, brand, or individual looking to establish an online presence of their own.
Inbound Marketing focuses on an all-encompassing (inbound) marketing strategy that includes a range of tools that build a sustainable framework for the future. From incorporating content marketing and blog posts to webinars, newsletters, and a variety of different social media channels, email campaigns to nurture visitors along their journey, Inbound Marketing is the culmination of all of your marketing efforts resulting in one cohesive strategy.?
Why?Inbound Marketing?is Working in a Recession
The correct application of Inbound Marketing will ultimately save money while streamlining your marketing efforts across multiple online channels. Inbound?solutions attract visitors to your website long after you initially implement your Search Engine Optimization or Content Marketing. Using Inbound Marketing?creates a ripple effect, impacting and appealing to your audience long after you have finished launching your initial campaigns.
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Outbound marketing methods such as paid social media marketing (SMM), pay-per-click (PPC) campaigns, and cold-calling, require a constant and ongoing investment for continued results. With the sole use of PPC campaigns or social media marketing campaigns, no sustained source of visitors is being established, even with consistent efforts.
Inbound Marketing provides stability in recessions or times of economic uncertainty; it is less costly and delivers a long-term impact that outbound approaches cannot provide. With Inbound Marketing, you spend more on building your business and a following rather than managing the ongoing expenses of outbound efforts.
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How?Inbound Marketing Works and Generates Leads
Learn more about the?common phases used in?Inbound Marketing to understand how Inbound Marketing?can support the generation of new leads.
Essentially, nobody wants to be sold or marketed to; prospects want to find you as they search for solutions. It is imperative to keep this in mind when developing a marketing?strategy for your own business. Avoid causing ad blindness or being just plain annoying to your target users by better understanding their wants and needs before you begin promoting your own best thing since sliced bread.
Attract Phase
The first phase of Inbound Marketing?is the Attract Phase. Here, we are looking to catch the eyes of new visitors while also being educational for existing users or customers; your products and services are evolving, after all.?Commonly used elements in the Attract Phase include:
Engage Phase
After you have built an initial audience during the Attract Phase of Inbound Marketing, the next step is to engage and nurture, learning more about your contacts and engaging prospective buyers and qualifying those who benefit most from your solutions.
Delight Phase
Once you have connected with your audience and have a solid following, the delight phase is then used to stay connected with your followers and customers on an ongoing basis.
How to Measure the Success of?Inbound Marketing
Measuring the?success of Inbound Marketing ?is essential for the success of being inbound; after all, what you don't measure is hard to achieve:
Eventually, done right, the ROI and Long Term Impact of Inbound Marketing will outweigh most other Marketing approaches and establish a long-term, compounding contribution to growing your business, especially in challenging times, in times of economic uncertainty, and in times of recession.
How can Inbound Marketing make a lasting impact for you? Contact us to discuss !
Source: Aspiration Marketing . Follow Aspiration Marketing on LinkedIn
Account Executive at Full Throttle Falato Leads - We can safely send over 20,000 emails and 9,000 LinkedIn Inmails per month for lead generation
3 个月Joachim, thanks for sharing! How are you?
Strategic Partnerships Executive Specialist | Expert in relationship building, fostering trust and collaboration to forge strong partnerships.
8 个月Joachim, thanks for sharing!??
Helping Busy HR Teams Build Elite Organizations | Highlighting Innovation and DEIB in HRTech | Talent Strategy Nerd | Professional Megaphone | Researcher | Writer | Podcaster |
2 年Interesting article Joachim. What role do you believe employee advocacy should play in an inbound marketing strategy? Additionally, what have you seen work well when it comes to evaluating true intent when you're layering all the different marketing motions together?