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What is inbound marketing and why should I use it?

If you have your ear to the ground, you’ll be aware of the phrase inbound marketing. If you’ve ever asked yourself, “What is inbound marketing and why should I use it?” then read on. The marketplace is constantly evolving and inbound marketing is the way you’ll stay one step ahead of the competition.

What is inbound marketing?

Inbound marketing brings customers to you by creating content that draws them to your products and services. Align your content to your customers’ needs and interests, and you’ll create inbound traffic to your website and social media platforms.

Whereas outbound marketing techniques like advertising and cold calls compete for consumers who are increasingly numb to its effects, inbound marketing drives the audience to you and converts them into customers. When done well, it’s simple and extremely effective.

Cold calls vs warm leads

A cold call may generate interest, but when a customer comes to you, the interest is already there. You’re far more likely to convert that warm lead into a sale.

Remember, your customers are already well informed. When once they would have relied on a salesperson to tell them the benefits of a product or service, now they can Google that information. So when they land on your website, they’re already there for a reason.

Build momentum and encourage long-term growth

Use inbound marketing well and you’ll build real momentum. Where every day is a new cold call, your online content is always there, leveraging long-term engagement.

The cumulative effect of your existing online content will add value and resonance to newer content. That’s important for long-term growth because you’ve already built a relationship with your audience.

Be more efficient and create trust

Inbound marketing isn’t just cost-effective – it saves time, too. Where once marketers might have spent their time making cold calls with few conversions, inbound marketing frees them to be creative and efficiently improve their conversion rates by using an inbound methodology.

Most importantly, inbound marketing creates trust. Build customer relationships through timely, value-added and personalised content integrated across your online platforms, and you’ll encourage a rapport you can never achieve through outbound marketing.

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Louise is the write woman to be the Marketing Manager at Flicker Leap.

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