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What is Inbound Marketing and why does your business need it?

What is Inbound Marketing?

Inbound marketing is a form of digital marketing where businesses attract audiences through their compelling content. It uses content as a medium to reach audiences and make them engage with your brand. Businesses create an engaging environment for customers. They are also provided with educational tools, interactive media, or communication opportunities through their content. For your inbound marketing campaign, you have to determine what content you have to provide at every step of customers’ journeys. This is done by using a customer journey map. The touchpoints of a customer’s experience are outlined. The touchpoints include awareness of actions to post-purchase advocacy. To keep your inbound marketing strategy well organized you need to maintain a content calendar and promotional plans. This will also help you measure the success of your campaign after its runtime. It will help to maintain your creativity and distribution strategies across channels. For different segments of audiences try different formats of content. The main goal of inbound marketing is to raise brand awareness not lead generation or direct sales.

Why do businesses need inbound marketing?

  • Many times it can feel impossible to sync marketing and sales teams. But it’s so important to keep both departments in communication. This interaction helps in knowing which inbound marketing content is engaging for customers. This helps sales and leads them through the customer’s buying journey.
  • It would be a waste of time if you spent hours creating the most compelling and precise blog article. You have to ensure your website is free of bugs as this could interrupt a customer’s journey. Also, test calls to Actions and links to make sure they are working properly. Also, make sure your customers move from channel to channel like from your social media content to your website. This will increase their interaction with your brand as different customers prefer different channels.
  • You have to focus on the needs of the customers in your content. Inbound marketing definition includes content marketing, email marketing, and social media marketing. It helps customers to seek information about a product or service they are looking for. Nowadays more and more people search for any brand, product, or service online first before contacting the brand. Hence businesses should keep enough information about their customers on their websites and social media handles.
  • The better quality of content you provide the more benefit you will have. 

Ways to do inbound marketing

  • Content creation and search engine optimization (SEO)

The first step is obviously the content creation. But just content creation is not enough. No matter how excellent your content is, SEO is the main force behind inbound marketing. If your content isn’t optimized, it won’t reach your audience. with SEO you can drive organic traffic to your website. With this, your content will get seen by target audiences.

  • Use SEO automation tools

Companies need to collect and analyze the data for their inbound marketing metrics. SEO automation Tools help you track who the audience is and how they’re engaging across all your channels. Then you put all the information together to measure the implications of each touchpoint during the customer journey. Automation also keeps track of multiple channels and platforms, and scheduling.


Ashish Dwivedi
United States