Digital marketing is a set of marketing processes that makes use of all digital channels in promoting goods and services. Inbound marketing is a type of marketing that is tailored to the needs of consumers. Quality contents attract customers.
Apart from the fact that internet marketing is a subcategory of digital marketing, it is also the most important part as most digital marketing activities fall within its confines. The information age is the fastest growing phenomenon that society knows, and with it comes a number of major changes in all branches of business. The classic ways of doing business and advertising are losing their importance, and therefore their impact. Over time, ways of doing business and advertising have adopted innovations of the technological age. Service providers have begun to more subtly attract customers who come out the door themselves and seek their services. Inbound marketing is responsible attracting customers this way.
Inbound and outbound marketing
Classic marketing, which did its job until the advent of the Internet and non-classic advertising media, has less effect today. Radio commercials in the middle of a song, television commercials in the middle of a movie or series and similar ways of buying attention are outdated marketing called “outbound”. Such marketing was needed in an age when vendors could not create content that was subtle and unobtrusive. Outbound marketing are marketing strategies that interrupts a user at an action without his or her permission. Such marketing is intrusive, occasionally irritating and expensive.
With the advent of the internet, service providers have realized that it is better to attract customers to themselves than to reach customers.
Outbound marketing is one where a business initiates a dialogue with customers and aggressively push their messages to customers, whether they want to hear it or not. Outbound is the classic marketing that users are accustomed to. Its impact is hard to measure and more expensive than inbound marketing.
Inbound marketing creates an outward-facing strategy that will engage customers by offering them what they need and want. Inbound marketing is the marketing of the new modern age because it is based on the premise that people no longer rely on advertisements, posters, brochures, but simply use search engines to find ways to meet their needs.
Inbound marketing will not overwhelm you with unwanted advertisements that will get on your nerves. Rather, it will allow you to easily find what you need at the right time. Inbound serves you what you need a few clicks away.
Digital inbound marketing has proven to be more successful than any other marketing.
Its advantage over traditional marketing lies in its ability to track the success of campaigns and activities, as well as the cheaper ways to promote it. A large number of companies prefer digital marketing over traditional marketing.
Digital marketing channels and tools
Internet marketing includes only online channels i.e. channels using the Internet.
- social media
- email marketing
- mobile marketing
- PPC campaigns
Inbound marketing is permission based, i.e. consenting users to see / visit / seek what you offer. The website is the basis of internet marketing because almost all internet marketing campaigns and activities aim to bring potential customers to the website where they can find out more about the company and the offer. Today, a website is a must if you want to present your work to a wider community, such as an online audience.
Presenting a company or building a brand online is much more cost effective and efficient than through the traditional media. In this case, the users when searching, decides for themselves whether they will come to your site or bypass it. Social networks have become a part of everyday life, and more and more people are present on social networks, which means that social networks have great potential for advertising. Being present on social networks means that you reach out to your audience and want to gain valuable communication with your customers and be available to them. Consent in this case means that users have just decided to like your site and monitor your work.
Banners are ads with a promotional message that lead to the advertisers website. With a good and attractive banner, it is possible to advertise your website well and attract visitors, which is the ultimate goal of any marketing campaign. These networks mean that social networks have a great potential for advertising. Being present on social networks means that you reach out to your audience and want to gain valuable communication with your customers and be available to them. Consent in this case means that users have just decided to “like” your site and monitor your work.
Email marketing is useful because you send your emails only to those who are interested in receiving them and who have voluntarily provided their inbox address. This is the most effective way to convert visitors into customers; collecting e-mail addresses of persons interested in the products and services to which you send the newsletters with their permission.
More than half of mobile users search the internet through a mobile device. Which means that everything you place on the Internet needs to be adapted to the mobile version too, so that users can look at your offer that way.
SEO (Search Engine Optimization) is an important tool because users go to your site through search engines on the internet. Better position means more visitors to your site.
PPC (pay per click) campaigns mean paid search engine advertising where you pay only for a specific click (Google Ads).
Through all of these channels, you can reach your audience by creating quality content that will not only attract, but retain, your audience.
Inbound marketing focuses on creating quality content that draws people to your business and product / service by creating content that aligns with the interests of your customers. You create for the sake of the users and you reach out to them. Thus, consumers are able to buy products and services based on the information they are interested in and the experiences of other customers they find on the Internet.
Inbound marketing makes visitors come to you on their own. Inbound is the cheapest and often the most efficient way to attract customers, but it takes more time to see results. Inbound attracts interested readers, is designed for consumer needs and is interactive. Inbound strategy means: attracting, engaging and delighting customers. It attracts users through videos, advertisements, blogs, social media i.e. quality content strategy. By attracting users online, you are increasing the online traffic to your site. Your goal is to get users to the site who will follow your work and become loyal customers and clients, who can also bring in more new clients. Create quality content on your site, so when a user searches for such content, you are attracting users to your site.
Content marketing “content” marketing, denotes activities such as blogging, eBooks, creating content that builds your credibility and places you at the very top of search engines.
The ads you create tells the world about the existence of your brand, while maintaining high quality content that attracts the attention of the users you attract. After attracting users, they need to be encouraged to take action. It does not have to be a concrete action like a purchase right away. All you need is spark up a curiosity, an interest, to initiate communication with you. Communicate, respond, ask, comment and create a lasting relationship with your users.
Use all available communication channels such as email, Viber, Facebook messenger and the likes. When you have already been able to attract customers, you need to ensure that they are happy. Your users come to you because they think you have something to offer, so make sure your content is satisfactory. Create guides, tutorials, educational content that will benefit your customers. Dont forget the reason they came to you: they inquired about you were offering, so offer them the best way.
Constantly monitor the performance and success of your strategies and test everything. Discover the messages, content, calls, and visuals that work best for your target audience and take advantage of such information. A satisfied customer always comes back and is happy to do business with you again, so be the ones who will attract, activate and delight customers. Transform them into your loyal customers.