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Do I Need an Inbound Marketing Plan for my Business?

by Guest Author 15 May 2019 13:31

Inbound marketing is revolutionizing the way companies interact with customers. Before, businesses had to rely solely on outbound advertising methods to reach their customers, which meant sending out a barrage of messages about the product that may or may not be welcome. It was the equivalent of the bothersome salesperson knocking at your door trying to sell you something you did not need. Inbound marketing forever changed the relationship between businesses and customers. Why is inbound marketing so effective?

Instead of companies always reaching out to the customers, customers come to you — when you have the right strategy in place. Here's how it works:

Your business provides valuable content for consumers about topics related to your industry. These topics can range from any of the following:

  • Blog posts on any aspect of your product or service
  • General education articles relating to your industry
  • In-depth white papers on a product
  • Webinars about how to do something related to your industry/product

These are only a few ideas of the type of content you can offer on your website. The consumer who is researching for information about a problem that relates to your industry will gain value from your website. As you provide helpful information, you gain the trust of consumers. When it comes time to purchase the product, you have developed a relationship with them and the sale comes more readily. Inbound marketing then is a method that draws the customer "in." Forbes puts it like this, "As brands began to see the value in creating content that brought their customers to them, inbound marketing grew."

The Value of Outsourcing Inbound Marketing

Even though, in theory, the process sounds simple, it does require a strategy to make it work. If you just begin posting any type of content with no thought for the buyer's journey, buyer personas, web design, and search engine optimization (SEO), then it is just throwing your work to the wind. Outsourcing this crucial part of your business is a good investment and is sure to bring great dividends. By outsourcing your inbound marketing you will only pay for the work that is done instead of paying a regular employee full-time, and you hire a professional who is an expert in this area.

How to Select Your Outsourcing Agency

Choosing your outsourcing agency is just as important as getting one. You want to ensure that the place you partner with is a full-service agency that is equipped to do it all. Some responsibilities of an effective agency include:

  • Developing a strategic marketing plan
  • Analysis of the competition to better position you
  • Execution of marketing strategy
  • Measure the results and adjust accordingly

Developing an inbound marketing strategy is one way to ensure your business stays up to date.

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