Inbound Marketing

Give until it hurts!

Even if you’re not familiar with inbound marketing as a term, you’ve undoubtedly seen countless examples of inbound marketing in your everyday life. Inbound marketing is the most effective and most powerful method of marketing that exists today. Although inbound marketing is mostly executed online, elements of inbound marketing exist offline as well.

In conventional (outbound) marketing, a company presents a message that reaches out to people and encourages them to take notice. For example, a billboard on the side of the road is an example of outbound marketing, as is an ad played on TV or radio. It’s the old standby, something we’ve all grown accustomed to. But when you look at it a little more deeply, you can see that it’s not as perfect as it might seem.

A billboard on the side of the road sounds like a good idea because so many people will drive by it. The more eyeballs you get on your product, the more likely people will be to buy it, right? Not exactly. For one thing, you never really know how many people will pass by your billboard, and you don’t know how many of those people will pay attention to your ad. Worse yet, you have no real idea of how your effective your ad is because you don’t know what percentage of viewers take action after seeing your ad.

Inbound marketing flips the script on these old-school “look at me” types of marketing. With inbound marketing, you’re essentially recruiting your customers to come and do business with you. It’s a phenomenal system for lead nurturing and individualized marketing, all of which will drastically enhance your conversion rates.

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Why Inbound Marketing?

It’s Effective, Personalized, and Trackable!

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How Inbound Marketing Works

The main focus of inbound marketing is to give people a real reason to care about your company. Unlike outbound marketing, this isn’t done with gimmicky tactics or attempts at humor. Instead, you’ll provide your potential customer base with content that holds real value.

In order to truly understand this concept, imagine yourself as a prospective customer. You’re looking for someone to paint your house. Your search for information will take you to Google, where you’ll search for all sorts of information relating to painting – the best colors, ideas for different rooms, types of finishes, and so on. Searching the entire Web for this information can be a bit overwhelming. Wouldn’t it be nice if someone out there compiled all of this information for you and hosted it in one spot?

That’s exactly what an excellent inbound marketer would do. The smart marketer knows what questions you’d have about painting, or any other type of task, before you even have the chance to ask. After reading all of the blogs and infographics on the painter’s site, you’ll surely want to work with that painter – and that painter will make it very easy for you to do so.

Inbound marketing isn’t just about selling products. It’s about solving the problems of customers. It’s about identifying pain points and offering solutions for those issues. It’s about showing people you understand what they’re experiencing, and that you have the knowledge and ability necessary to fix their problem.

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Inbound Marketing Tactics

Inbound marketing utilizes a wide variety of methods that are often used as standalone marketing techniques. However, inbound marketing combines these tactics in a way that ensures that every facet of your marketing campaign works together to move a lead towards an eventual purchase.

  • Content: Whether it’s blogs or videos, creating content cements your status as an expert and endears you to potential customers.
  • Email: Encouraging leads to sign up for your email list is the best way to keep them in the loop and remind them about your product knowledge.
  • Social Media: Sharing relevant posts with the potential to go viral can spread the word about your company quickly and with minimal cost.
  • Lead Scoring: Inbound marketing software can show which leads are the most likely to become customers in the near future.

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