Inbound marketing discussion

Why Inbound Marketing Is Essential

Inbound marketing is widely viewed as an effective means of brand promotion. However, it’s often viewed as a “nice to have” as opposed to a necessity. In 2016, that’s no longer going to be the case. Inbound marketing is now downright essential.

In this article, we’ll define inbound marketing and then explain why it’s an important part of your online marketing efforts.

What Is Inbound Marketing?

If you’re new to digital marketing, you might be a little bit fuzzy about the concept of inbound marketing. It’s a relatively new tactic that’s almost exclusive to the Internet.

Inbound marketing, effectively, is a means of enabling your brand to get found by customers. There are a couple of ways to go about doing that.

The first and most popular inbound marketing tactic involves the use of content. It’s often the case that the phrases “content marketing” and “inbound marketing” are used interchangeably. The reality is that content marketing is a subset of inbound marketing.

With content marketing, brands publish original, helpful content on a blog. They optimize that content so that it ranks well in the search engine results pages (SERPs). That’s how people discover it and connect with the brand. The idea is that the content is used to generate leads who can then be converted to paying customers.

Another popular means of inbound marketing is social media marketing. However, in this case, social media marketing isn’t paid advertising. It’s instead used to put a human face on the company. Digital marketers will often use social media to connect with an audience by posting something witty or a touching story that’s shared by people and has the potential to go viral. Brands get exposure and gain more followers when they adopt a sound social media strategy.

Ad Blockers

Ad blockers have been the bane of digital marketers for quite some time. There’s no sign that’s going to let up any time soon.

Ads are a classic example of outbound marketing. They’re generally interruptive in nature (especially if they’re pop-up ads). They stand in stark contrast to inbound marketing tactics which are far more passive.

It’s this simple: people don’t like ads. No matter how clever, cute, or creative your ad, many cybernauts simply don’t want to see it. To that end, they’ll install an ad blocker and take the nuisance out of their Internet experience.

That’s good for them, but it doesn’t do a whole lot of good for marketers who run ads in an attempt to gain more business. That’s why an alternative marketing method must be used.

What’s a great alternative to running ads? You guessed it, inbound marketing.

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