Do you want more leads for your business?
In the past, most businesses focused on outbound marketing tactics such as direct mail, radio spots, TV commercials, and newspaper advertising to drive traffic.
Now, there is a more cost-effective way to reach your customers where and when it counts and to see what marketing efforts are working.
In this article, we’ll discuss the benefits of inbound marketing and how to use inbound marketing tactics to generate leads.
What Is Inbound Marketing?
Inbound marketing allows brands to attract their ideal customers using a variety of optimized content that addresses customer pain points and needs geared towards specific stages in the buyer’s journey.
For example, businesses will use videos, blog posts, podcasts, and social media content to build brand awareness and help introduce potential customers to their brand.
And these inbound marketing efforts are paying off.
A CallRail survey of 600 small business owners across industries revealed that investing in social media, email, and content marketing contributed to gaining 20 leads on average per week.
Once potential customers have gotten to know the brand and its products or services, content including original research, white papers, case studies, and webinars can help customers with their purchasing decision.
Most importantly, these types of in-depth content also allow your business to collect contact information from leads (potential customers who have expressed interest) and follow up with them based on their contact preferences.
Inbound Marketing & SEO
Search engine optimization (SEO) plays a vital role in the success of your inbound marketing. Everything you publish online for your business needs to be optimized to help your customers find your content via search.
Here’s why.
According to data from SimilarWeb and GrowthBadger, Google drives 8x more traffic than social media. Businesses in industries like Health & Medical, Travel, Design & Development, Personal Finance, Fashion & Beauty, Food & Recipes, and Business & Marketing acquire more than half of their traffic from search engines.
Across all industries, websites received an average of 60.68% of traffic from search, 6.44% from social, and 3.64% from referral links.
StatCounter’s Global Stats report shows Google as the top search engine with 92.03% global market share. Google is followed by Bing, Yahoo, Baidu, Yandex, and DuckDuckGo.
Optimization for search engines benefits all aspects of your inbound marketing, beyond your website content in Google.
- Most social networks – including Facebook, Instagram, Twitter, and LinkedIn – have their own search engines to help users find relevant social content.
- Email programs like Gmail and Outlook have search boxes so email users can find specific email content they may have archived.
- Professional directories like Nolo have built-in search engines to help their users find specific legal content and attorneys in their area.
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