What Is Inbound Marketing?

What is Inbound Marketing?

Inbound marketing is a process that attracts prospective customers by developing content that provides value, answers questions and creates personalized digital experiences. It’s one of the most effective ways to convert prospects into loyal customers. Where traditional outbound marketing interrupts and disturbs, inbound marketing connects and delights.

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...有什么区别...

…有什么区别

The proliferation of digital tools has created many ways for brands to reach their target audiences. Inbound marketing leverages many different technologies to provide solutions and create strong relationships. Take a look at how this methodology compares to other types of marketing:

…Inbound and Outbound Marketing?

Traditional marketing strategies present marketing materials to people who may or may not be interested in the offer. Essentially, outbound tactics like cold calling actively interrupt potential customers to ask if they’re interested in a particular product or service. In this case, the prospects may not be fully aware of the brand and its offerings and they may not be ready to make a purchase decision.

Inbound marketing takes a more customer-friendly approach. Rather than disturbing people in their daily routine, inbound marketing efforts help brands to be found by people who are already interested in learning about them. Through blog posts, landing pages, social media and other inbound strategies, marketers can transform their brands into valuable resources and trusted thought leaders.

…Inbound and Content Marketing?

Inbound marketing is a big-picture concept that encompasses many different activities. Content marketing is one of those activities; it uses content that a target group will find beneficial to establish a relationship based on trust and expertise. So, the two concepts are not exactly the same thing, but they have the same goals because content marketing is a highly effective means of attracting inbound prospects.

…Inbound and Digital Marketing?

If inbound marketing is a broad term that includes many different methods of attracting customers, then digital marketing is an even broader term that involves any marketing using digital technologies.

Therefore, sending cold emails would be a form of digital marketing, but not inbound marketing. However, an email newsletter for which customers proactively sign up would be both digital and inbound marketing.

…Inbound and Online Marketing?

在线营销或互联网营销是数字营销的子集。实际上,大多数形式的数字营销将被归类为在线营销,因为它们涉及品牌与客户之间通过Internet进行的沟通。但是,某些形式的数字营销不需要与网络的连接。数字广告牌,智能手机应用程序和SMS通信可能会使用数字技术,但不一定在线。相比之下,几乎所有入站营销策略都利用互联网,但可能有一些例外。

What's the difference between

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成功的要素
Inbound Marketing Strategy

Elements of a successful inbound marketing strategy

入站营销策略非常灵活且易于扩展。根据品牌受众的需求,营销人员可能会选择使用各种策略。例如,B2B营销人员经常利用案例研究和白皮书等长期内容,而B2C营销人员更有可能在社交媒体上活跃。

Search Engine Optimization (SEO)

这是优化网站的结构和内容以在Google和Bing等搜索引擎上有机排名的过程。网页出现在搜索引擎结果页面(SERP)上的越高,单击它的可能性就越大。实际上,任何给定的SERP上的前三名位置都获得了大部分点击。

内容营销

内容形式的支柱inboun任何有效d marketing campaign. Without engaging content, site visitors aren’t likely to spend much time hanging around. Inbound marketers conduct research to discover what their target audience is looking for online. It might be information about an industry, a trend or a particular product or service.

Content marketing is highly valuable to brands because it helps them to rank highly in SERPs. In fact, content that is deemed high quality by Googleoften becomes a rich snippet– a SERP feature that is enticing to searchers.

电子邮件营销

Traditional marketers used physical mail and email to send mass communications to people who might be interested in their offerings. Inbound email marketing takes a different approach. Rather than pushing out emails in the hopes that they will convert prospects, inbound email marketing seeks to draw customers to the brand’s website with valuable content. Often, marketers will use segmented lists to send highly personalized messages to prospects who have expressed interest in a particular offer.

Social Media Marketing

Brands with a strong social media presence forge strong relationships with their customers. A social media page is often the first place prospects connect with brands. Inbound marketers use social channels to distribute content and engage in conversations with customers. Ultimately, the goal is to use social media to attract users to the brand’s website.

影响者营销

Many customers dislike traditional outbound marketing because they don’t want to be sold to. However, consumers have shown a preference for learning about new products from online personalities they trust. A recent survey found that 72% of consumers prefer to interact with micro-level social media influencers – those with fewer than 100,000 followers, compared with celebrity endorsements.

入站营销成功案例

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Types of Content To Use in
Inbound Marketing

Types of content to use in inbound marketing

Without strong content, inbound marketing strategies wouldn’t be so effective. Brands that distribute several types of content on various channels can reach their target audience wherever they happen to be online.

Blog Posts

Blogs are one of the most common forms of content marketing because they can be highly valuable resources for customers in search of information. Search-optimized blogs help brands to rank highly in SERPs and capture top-of-funnel traffic. Blogs can address customer pain points and then direct them to other pieces of content that either lead them to make a purchase or contact a sales representative.

Today, blogs and other forms of content should be optimized for mobile devices, because search providers like Google use mobile versions of webpages for ranking. Pages that load fast and offer simple user interfaces are more likely to place highly in SERPs.

Landing Pages

Considering that inbound marketing focuses on drawing customers to your site, it should be no surprise that landing pages are an essential part of an effective inbound strategy. Landing pages should not only be optimized for search engines, but also for the brand’s sales funnel. That means each landing page should serve a specific purpose and it should connect to other relevant pieces of content through strategic linking strategies.

For example, many marketers combine pay-per-click (PPC) ads with optimized landing pages. So, if a PPC ad that appears on a SERP addresses a specific keyword, it should lead to a high-quality landing page that gives the reader more information about that keyword. From there, engaging calls to action can drive site visitors further down the funnel.

实例探究

现代客户希望在用辛辛苦苦赚钱的钱分配产品之前证明其价值。B2B客户同样有义务确保他们明智地花费预算,风险最少。案例研究为品牌提供了一种以切实的方式证明其产品价值的方法。

人们喜欢阅读故事,一个很好的案例研究就是这样:一个引人入胜的故事。案例研究使用了满意客户的报价和轶事,为潜在客户提供了一个吸引人的平台,以了解品牌。另外,案例研究可能是useful type of gated content,对于哪些潜在客户将交换他们的联系信息。

Infographics

Whether or not you believe that 65% of people are visual learners, there’s no doubt that graphics can be a highly effective way to get across important information. In fact, users arethree times more likely to share infographicsthan other types of content. Through colorful illustrations and easily digestible copy, infographics provide readers with useful information without taking up too much of their time.

Not all infographics need to be whimsical, either. B2B brands often use infographics to convey data in an engaging manner, without departing from their typical brand tone and voice.

Types of content to use in inbound marketing

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在您的内容营销策略中使用的14种类型的视觉内容[信息图 +幻灯片]bob综合app官网下载

如果您想在人群中脱颖而出并吸引更多读者,请将这些视觉效果添加到您的内容营销策略中。bob综合app官网下载

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Inbound Marketing Processes

Inbound marketing processes

世界各地的营销人员开发了吸引和转换新客户的流程。看看一些最受欢迎的方法:

The Marketing Flywheel

This concept was coined by Rand Fishkin on the Moz blog in 2013. It uses the engineering principle of a flywheel – a revolving device used to store power – as a metaphor for attracting customers. A flywheel requires significant effort to start moving, but once it’s going, it takes less energy to keep moving.

So, how is inbound marketing like a flywheel?

In this model, the first customer engagements are like the first spin of the wheel. It takes a tremendous amount of work to earn the first marketing conversions, but over time, it becomes easier to convert prospects as the marketing effort ramps up. A concrete example would be the creation of a new landing page. It can take up to three months for the page to rank on the first page of Google, but once it does, more and more prospects are likely to find it.

入站营销渠道

入站营销渠道

There are two widely accepted inbound marketing funnels:

1. Customer Lifecycle

  • Attract:Blogs, keyword targeting and social media outreach captures the attention of strangers and gets them interested in learning more.
  • Convert:Tools like optimized landing pages, calls to action and contact forms encourage site visitors to take a conversion action such as signing up for a newsletter or contacting a sales representative.
  • Close:Utilizing CRM tools, personalized email and deeper levels of interaction, brands help prospects to solve their problems and ultimately become customers.
  • Delight:一旦潜在客户成为客户,营销人员就会继续进行调查,社交媒体互动和类似的后续活动,以使他们感到高兴并回来更多。

2.标准营销渠道:

  • 意识:At this early stage of lead generation, research-based marketing campaigns spread brand awareness through social media, blogs, events and traditional advertising.
  • Interest:Brands connect with leads who express interest by providing relevant content through targeted emails, webinars and landing pages.
  • 考虑:Marketers nurture leads by offering details about products and services, free trials and case studies.
  • Purchase:个性化内容,销售演示和电话交谈有助于关闭潜在客户并将其转换为客户。

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5 Principles of Inbound Marketing

入站营销的五个原则

正如Hubspot首先描述的,很容易记住入站营销的基本原理,并具有范围:

1. Standardize:

品牌应创建可扩展的系统和流程,以应用于独特的营销情况。不同的客户希望听到不同的信息,但是品牌故事应该保持一致。

2. Conceptualize/Contextualize:

While the brand should have a consistent story to tell, it needs to be organized parallel to the customer journey. Each stage of the marketing funnel should be tailored to the prospect’s needs at that time.

3.优化:

Inbound marketing is scientific. Marketers should establish baseline measurements of their campaigns and look for opportunities to improve their strategy as they obtain real customer data.

4.个性化:

Brands need to build relationships with their customers. Collecting relevant data about prospects can help marketers craft personalized, engaging experiences.

5. Empathize:

入站营销策略是高度数据驱动的,但最有效的活动始终牢记前景的人性本质。对客户痛点有同理心是赢得业务的关键。

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Examples of Inbound Marketing

入站营销的示例1

As a concept, inbound marketing includes many unique tactics. Here are two examples that highlight the core principles noted above:

示例1.电子书

Consider prospects who have read a few blogs on a brand’s website. They have expressed interest in the brand’s services by browsing the site and viewing various pages. What’s next?

An eBook is a perfect opportunity to position the brand as a true authority in the space. Ebooks can go in-depth on subjects and provide immediate value to the reader. Plus, they can be used as gated content with which to obtain the reader’s email address. So, if a visitor is reading a blog, they might click on a CTA at the bottom of the page, enter their email address and download an eBook that gets them one step closer to making a purchase.

示例2.信息图表

At the top of the marketing funnel, prospective customers tend to seek out basic information about an industry or topic. At this stage, they may not be interested in downloading an eBook or handing over their email address.

Infographics work well at this level of the funnel because they can provide a ton of useful information in a short period of time. Plus, they tend to be highly branded, which helps to make a connection between the value of the information and the brand itself. Plus, infographics are shareable, making them more likely to go viral and rack upvaluable backlinks.

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Inbound Marketing Tools

Inbound marketing tools

One of the great things about inbound marketing is that it is much more cost effective than traditional outbound marketing. Small businesses with simple websites canget a marketing strategy up and runningwith minimal effort, for example.

利用数字这样的工具可以最大化the ROI of a strong inbound marketing strategy:

Hubspot

HubSpot offers a number of technologies to help marketers and sales leaders connect with prospects and form lasting relationships with customers. Its 100% free CRM is useful for managing customer interactions and generating reports. Plus, it integrates with G Suite and Microsoft Office.

Optimizely

优化使营销人员能够测试他们的想法,并查看哪些人最吸引客户。例如,营销人员可以A/B测试头条,优惠和网络体验。

Google Ads

Google’s extensive ad network (formerly known as AdWords) reaches 90% of internet users across the globe. Marketers can quickly create text and visual ads that dynamically format to any device type.

mailchimp

mailchimpis an all-in-one marketing platform that helps brands scale their growth through automation and customer personalization. Its automated email marketing tools make it easy to send custom messages that delight customers and keep them engaged.

Buffer

缓冲区可以计划,创建和publish social media content for Instagram, Twitter, LinkedIn, Facebook and Pinterest all from one dashboard. Its collaboration features enable remote teams to work together on cohesive campaigns.

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2 Visual Guides to Inbound Marketing

Ebook: Your Complete Guide to Inbound Marketing Best Practices

We’ve compiled 10 expert tactics for inbound success.


Download our eBook to learn:

  1. Why inbound relies on a continuous stream of fresh, innovative content.
  2. 自动化和分析如何为更高利润的策略奠定基础。bob综合app官网下载
  3. How to coordinate blogs, video and social media for higher organic rankings.
  4. Why separating site visitor personas from buyer personas achieves targeted results.
  5. How search engines assess your content.
  6. Why each asset needs to be absolutely unique.

Your customers are out there waiting. We’ll help you find them.

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