Digital marketing has become the lifeblood of modern businesses. In the era of e-commerce and social media, a new marketing strategy called “inbound” has taken several industries by storm. If you don’t already know what inbound marketing is, keep reading.
What is inbound marketing?
Inbound marketing is a new approach used for attracting customers by creating content and engaging viewers with interactive content. When you can address common problems, people will come to you for solutions and bring their business with them.
The goal is to be relevant and helpful in building trust and establishing you as a go-to industry expert. By attracting people seeking relevant information to your website, you can begin capturing and nurturing leads.
With the right mixture of content for each stage of the buyer’s journey, you can eventually convert those leads into customers and delight them enough to become referral machines for new customers.
Who needs inbound marketing?
The industries positioned to benefit most from this new kind of marketing are those building strategies based on two core questions: How much does your customer know about your product/service, and how frequently are they asking questions regarding your industry? The following five industries demonstrate the benefits of asking those questions:
The travel industry has been dominated by the emergence of e-commerce and companies competing with digital marketing. Online travel agencies (OTA) control the market by using their vast data resources to match online users with the best deals. This creates an intense demand for online content to attract customers from every angle.
Hotels have always competed to offer the best amenities in the most popular locations. In this generation, the best way to make those offers visible has been to register with OTA’s and advertise on social media. But, hotels, airlines and other travel industry services are now trying to bolster their online presence with relevant content that will help attract customers contemplating their next travel experience.
Incorporating an inbound marketing strategy has proven to significantly increase ROI for the travel industry. In many cases, it’s the most effective marketing strategy being implemented.
Health & Wellness
The popularity of healthy living has been growing steadily over the years. American’s are always looking for the next new trend to look and feel great. Many firms in this industry offer nutritional plans, fitness routines, and stress reducing-experiences.
The wellness trend has been stimulated by the accessibility of this information on the Internet. Content marketing is highly effective with the abundance of blog posts made available from personable experts who shed light on the newest products and services of interest to health enthusiasts.
“Blogging can be used to suit a variety of business needs -- it can generate leads, nurture leads into customers, or even help keep your existing customers happy.” -- HubSpot
Inbound marketing makes it easier to capitalize on the trendiness of health and wellness. With a constant stream of new content and a rapidly expanding demographic that values it, expect to see more and more health studios popping up on the Instagram feed.
Technology Retail & Web Applications
Before people buy technology products, they check out the reviews online. This is remarkably true in just about every industry thanks to the popularity of Yelp and other customer review websites. But with technology, where an item can cost hundreds of dollars and become obsolete within a calendar year, customers have become increasingly reliant on expert and aggregated reviews to help them avoid buyer’s remorse.
This makes inbound marketing a very effective strategy for attracting customers and converting leads. By providing honest, reliable and helpful content to help buyers make purchasing decisions, a company can build trust and eventually gain customers. This also is true for web applications.
Getting people to see and hear about a new app is easier than it's ever been thanks to inbound marketing. By creating relevant content and guiding customers along the buyer’s journey, web applications can increase traffic and organically grow user bases.
Professional Business Services
Customers seeking professional services, like acquiring a home loan, diversifying their investment portfolio or signing complex legal documents, must do a great deal of research and most of it is done online.
By providing helpful insight and offering free advice, professional business services can establish a brand deemed both recognizable and trustworthy. This can turn online visitors into leads and eventually customers.
Increasing traffic to your website and developing “link juice” will help put your website on Google and other search engines’ radar. The result: users searching for healthcare services in your area are linked to you and your website. Now you’ve just got to start closing those leads.
Customer engagement is becoming a more important part of the entertainment/media experience. Utilizing the Internet to achieve higher interaction with customers has been a growing trend for all types of media, including movies, television, music and even video games.
Engagement can include attracting customers to trailers, snippets and behind-the-scenes interviews that build relationships between the entertainment and the audience. Gamers are using video conferencing applications like Twitch to watch matches by professionals, friends and celebrity gamers.
This creates many opportunities for marketers and companies to promote products online. Integrating inbound marketing can capitalize on these live streams and escalate online interaction in a way entertainment has never done before.
Small tip for video content: transcribing your content gives you increased opportunities to display and optimize the content. Remember, Google’s “crawlers” can’t watch the video or interpret the picture you’re posting, so having alt. text for graphics and transcribing your video webinars can lead to higher traffic and greater recognition.
Think your business can benefit from inbound marketing? Inquire below to schedule a meeting with a team member at 41 Orange, a HubSpot partner, and find out what prospects inbound marketing can find for you.