Unfortunately, the primary way of informing your prospects about the great products and services you offer is through advertising. Even if your offering is communicated in a great ad, it’s easy for it to get lost in the marketing noise that most people ignore anyway.
But what if there were a way to show your prospects what you can do in a way they may actively seek out? This isn’t madness or witchcraft; it’s called inbound marketing, and it is more powerful than you might think. In this blog, we’ll explore the components of inbound marketing and how you can leverage its effectiveness to grow your business.
What is Inbound Marketing?
Inbound marketing is the art of turning ads into relevant content for the prospects you’re hoping to do business with. Comprehensive inbound marketing is made up of quite a few important pieces.
According to Content Marketing Institute, content marketing is “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” In other words, it’s the key way that you can share content with your audience that helps them understand the value you offer as a company.
The trick to successful content marketing is writing content with search engine optimization (SEO) in mind. These are the common words and phrases most businesses use when they search for something online. Writing for SEO is essentially baking first-page ad placement directly into your content without spending a dime. If you’ve ever looked into pay-per-click advertising, you’re already aware of the high prices associated with it.
Social Media Marketing
Another facet of inbound marketing is social media marketing (SMM). This is where a company creates a persona for their social media accounts and dispense intriguing information and questions to generate engagements with prospects. Wendy’s created a lot of buzz in the 2010s with their witty (and sometimes downright snarky) online persona, but the success was undeniable. Your MSP can create a persona for itself as well. It should always sound smart and helpful, but don’t be afraid to make yourself stand out from your competitors.
The last part of inbound marketing is the strategy you use. This is how you put your SEO content and persona to work. One of the most popular methods is known as an email “drip” campaign. Once you attract a prospect with an initial article or social media post and they’re considering your MSP as a partner, you prompt them to sign up for regular information to be sent to their email. Over the next several weeks, you send freebies like eBooks, eGuides and other informative media that offer a collection of information and benefits that promote your MSP as the solution. This builds trust and sends prospects further down the sales funnel.
Inbound marketing is rapidly becoming a more effective way to promote brands at less cost than standard outbound marketing. A 2011 HubSpot study found that leads obtained from inbound marketing efforts cost 62 percent less than leads from outbound marketing efforts. The savings happen because you are placing your brand directly where your prospects are.
How Marketopia Can Help
If you’re reading up until this point, the effectiveness of inbound marketing remains apparent because this entire blog is an example of it. Get your business’s message out there with the help of Marketopia. From our appointment setters to our sales, content, design and digital teams, you’ll have a whole agency behind your company telling its story better than you could have ever imagined. Contact us today and let’s start writing yours.
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