Tag Archives: Inbound Marketing

Online Blogging is Essential for Businesses of Every Type

8 Aug


There is a common misconception that online blogs are meant for opinionated and self-righteous individuals who desire attention. Though the web’s most popular blogs were once dominated by such individuals, blogs have progressed into an important inbound marketing method. Every business should have a blog. It serves as an important bridge that connects your company to clients as well as prospective business partners.

Blogs Catalyze Recall and Rapport

It is not enough to float out the occasional inbound or outbound ad and expect it to forge meaningful bonds with clients. A deeper connection is necessary. One way to develop such a connection is through a consistently updated blog. Use your blog to show clients that your business is interested in improving their lives or businesses and establish a rapport. Just as important is the establishment of higher recall. Knowledge provided through blog posts really does help establish your brand and boost recall. Heightened rapport and recall gradually culminate in brand loyalty.

Blogs are the Gift That Keeps on Giving

A blog that is regularly updated with keyword-laden content will reap rewards in the days, weeks, months and years to come. Plenty of prospective customers, business clients and others who can obtain utility or enjoyment from your services or products will find your blog online through search engines. Others will land on your blog after finding links to your blog entries placed in your social media content, website and other online avenues. People will likely search the web and find links to your online blog long beyond the points in time when blog entries are made. As long as your blog entries are optimized for search engines, your posts have the potential to be read far into the future. This is the widespread exposure your business needs to attract a steady stream of clients as time progresses.

A Viral Blog Post is a Low Cost Means of Marketing

If your blog posts are particularly intriguing, they will inspire some readers to share the content with their friends, family, co-workers and others. It doesn’t matter what type of business you are in. If you are capable of generating insightful content or finding writers who create intriguing blog posts, these entries will be shared. If the number of shares reaches a tipping point, the blog post will go viral and spread across social media and other spheres. Such exposure will boost perception of your brand and undoubtedly spike your sales.

Blog Posts Generate Traffic to Your Company’s Website

Every business can benefit from an uptick in traffic to their website and social media pages. Hubspot reports 60 percent of the brands that regularly blogs acquires more customers than those lacking active blogs. Captivating blog content delivered on a consistent basis will inevitably drive prospective clients to your online content. This is especially true for blog content that is optimized for search engines. Your company’s blog has incredible potential to redirect traffic to your website, online store, social media pages and other online pages regardless of the services or products you sell. Actively post new content to your blog and it will send plenty of online traffic your way.

Blogs Add a Professional Touch to Your Website

Every business is tasked with proving its legitimacy, authority and expertise to potential clients and business partners. Posting well-written blog entries with insightful information, industry updates and other interesting information related to the company’s industry goes a long way in establishing the business as being led by true professionals. This is especially true of a blog that offers readers useful information. After all, businesses exist to solve problems. If your blog helps customers solve clients’ problems or improve their businesses or lives in some way, they will be inclined to view the company in a positive light.

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Why Inbound Marketing Has Dethroned Outbound Marketing

1 Aug


Out with the old and in with the new. It is a common saying that applies to seemingly everything, and marketing is no exception. The new king of the castle is inbound marketing. He is here to supplant the previously dominant outbound marketing. There is a good reason for this dramatic power shift: the seemingly ubiquitous nature of the world wide web.

The Shift to the Web

The internet is just about everywhere these days. It seems like everyone has a web-enabled smartphone, tablet or laptop that provides a steady stream of real-time information from just about any location. Even video game consoles and Smart TVs can access the internet. This increased reliance on the web for information and entertainment has paved the way for inbound marketing channels to reign dominant. The bottom line is that fewer people are consuming media, information and entertainment through conventional outbound marketing channels. The average person no longer picks up a tangible newspaper, watches a variety of TV shows or listens to the radio. More and more businesses and advertisers are responding by gradually phasing out these outbound marketing channels.

The Customers of the Future are Tuning out Traditional Outbound Marketing Channels

The vast majority of businesses are constantly trying to increase their market share. In particular, businesses covet young adults, teens and kids. These are the customers of today and tomorrow. If a business can convert these youngsters into loyal customers, they will rake in the profits across posterity. Young adults and those in school and college are enamored with the internet. They use smartphones, laptops, tablets and traditional desktop computers to surf the web, post on social media and watch online content. These demographics have eschewed radio, TV, newspapers and even magazines in favor of online content. Businesses that still rely on such traditional outbound marketing channels run the risk of losing out on the all-important young demographic. Alternatively, businesses that segue to web-based inbound marketing channels gain critically important exposure to this coveted customer demographic.

Is There Room for Two?

Outbound advertising channels are not completely dead. Older individuals still watch TV, get their news from tangible newspapers and turn on the radio. Businesses that target middle-aged and older individuals will enjoy success with traditional outbound marketing methods. Some industry experts argue that a blend of inbound and outbound marketing strategies is optimal as they reinforce one another.

For example, consider someone who takes the bus to work in a busy urban center. He spots a restaurant’s billboard ad while waiting to hop on the bus for his morning work commute. He pulls out his smartphone while riding home from work later that evening and sees the same restaurant advertising on his Facebook feed. He is much more inclined to remember the restaurant’s name, logo and/or slogan simply because he was exposed to its traditional outbound advertisement earlier that day. The company’s inbound advertisement on Facebook reinforced the initial exposure. The end result of such a multifaceted approach to marketing is increased brand exposure and a general heightened awareness of the business’s existence.

Inbound Marketing is Here to Stay

The moral of the story is that it is not wise to put all of your marketing eggs in one basket.  As time progresses, inbound marketing will undoubtedly prove dominant.  In the meantime, mixing in some traditional inbound ads here and there will certainly help your marketing push. Analyze your target demographic and settle a blend of inbound and outbound marketing that makes the most sense for your unique business.

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4 Demand Generation Strategies for Building Materials Manufacturers

4 Jul


As a building materials manufacturer, your business needs solid demand generation strategies. Demand generation can be boiled down to targeted programs that are designed to spark interest and drive awareness of your brand, its services and products. The following demand generation strategies provide a solid blueprint:

1. Social media marketing

Marketing using social media is not just for B2C companies anymore. With the popularity of such social outlets, nearly all companies – such as building materials manufacturers – benefit from a focused social media strategy. This is because 100 percent of the decision makers in these businesses uses social media to accomplish their work goals. Be sure that your focus is on capturing those decision makers by building their trust and providing them with the information they need and want. 

2. Inbound marketing and your website

Not only does your website provide a place where these decision makers can learn more about what you have to offer, contact you for further information, or order building materials from you, it also offers you valuable insight as well. You’ll be able to observe the digital pathways that fuel your audience. Using blog posts, content offers, and other tactics can reveal their pain points, interests, preferences, and other vital information. 

3. Content marketing

Any strategy that involves marketing building materials – whether introducing a new product, moving slow-selling stock, or any other purpose – needs to have solid content behind it. The content you have on your website and on your social media platforms has an effect on those who see it. Well-written, informative, and entertaining content captures a viewer’s interest and addresses their pain points. 

4. Lead nurturing

When you hear the word “lead” in association with your business, do you equate it with “sale?” While the object of the interaction with a lead is to convert them to a sale, it’s important to educate and inform them in a way that addresses their needs. This non-sales focused response helps to build trust so that your leads see you as an expert in the building materials industry. By offering relevant content to your leads over a period of time, you can set your company up to be the one they turn to when your leads are ready to buy. 

Demand generation is all about giving your audience what they want so your business will come to mind when they need building materials for their next job. Carefully tweaking your strategy over time ensures you get the results you need. 

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Guest Blogging is the X Factor of Your Content Marketing Strategy

30 May


Guest blogging is one of the most underrated forms of inbound marketing. Most companies assume that posting social media content, updating their website, and adding content to their blog every couple of weeks will suffice. Though these are solid inbound marketing strategies, they will be greatly enhanced with the addition of guest blog posts.

The Exposure Your Business Needs

Guest blog posts strategically placed on handpicked websites can work wonders for your business. Though many question whether guest blog posts have any sort of effect on the target audience, the evidence proves they really do steer traffic to the author’s website. This is especially true when the guest blog post contains intriguing content. Most people think of guest bloggers as experts who donate their time and effort to another website because they have an abundance of expertise, advice and insight. Such a perception automatically triggers immediate respect. Those who read or even skim the guest blog post will be inclined to click the hyperlink to your website and/or social media. The key is that the guest blog post gets your name and your business in front of people who have already expressed an interest in your products and/or services. This is the vitally important exposure your business needs to increase traffic to your site and social media platforms. These visits will gradually turn into the conversion of customers, many of whom will do business with you across the long haul.

Guest Blogging Establishes You as an Expert

Part of the magic of guest blogging is that it portrays you and your company as a source of authority, and people respect those in an authoritative position. As long as your guest blog post contains meaningful content that helps the target audience in some manner, you will be respected. This respect leads to additional website/social media attention and consequently, more business.

If you do not have the confidence, time, or energy to craft high-quality blog posts that engage your target audience, do not fret! Outsource the work to content creation professionals so you have a steady stream of informative blog posts to publish in corners of the internet where your target audience is most likely to visit. The end result will be an enhanced perception of your company’s expertise, an increase in traffic to your website and a positive impact on your bottom line.

Time Your Guest Blog Posts in a Strategic Manner

Do not haphazardly publish guest blog posts across the web at any point in time. The timing of these posts’ publication is of critical importance. Release your guest blog posts in tandem with your social media pushes, on-page SEO efforts and the addition of original content to your website. These important pieces to the inbound marketing puzzle will work in unison to cast as wide of a net as possible and attract target prospects. Keep in mind that many such prospects will check out other aspects of your online presence as a means of gauging your company’s merit. Many will skim your social media pages, blog, website and beyond before making the decision to provide you with their business.

Guest Blogging is Cheaper Than Paid Ads

Sometimes it can make more sense to blog than to rely solely on paid online ads. The beauty of guest blogging is that it connects your business to parties that are already interested in what you offer. This important exposure connects you to those who can really add to your bottom line. The best part is that it is free. At worst, it will require that you provide the website owner with the opportunity to publish a guest blog on your own blog.

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Inbound and Outbound Marketing: A Lesson in Marketing Reinforcement and Recall Value

11 May



Too many business owners assume that inbound and outbound marketing are mutually exclusive and have little, if any, impact on one another. The truth is that both forms of marketing reinforce the other. Inbound marketing is best thought of as a “pull” style of marketing that makes use of premium content, referrals and an array of other means to bring in customers through online channels. Outbound marketing is more of a mass marketing effort that attempts to reach a wide audience. It pushes the service or product directly to the audience rather than relying on them to find it on their own. 

Inbound and Outbound Marketing: The Importance of Recall Value

Business owners, managers, and marketing managers are finding that inbound marketing greatly enhances outbound marketing. Inbound marketing is a somewhat covert means of advertising that keeps the business’s services and products on the minds of potential customers. Furthermore, the company itself, including its brand, remains at the forefront of the customers’ minds. The importance of this ubiquity cannot be overstated. This is the “recall value” that companies and marketers strongly desire.

Consider a target customer who is exposed to a company’s product, service, and/or brand by way of inbound marketing channels over and over again. Such a customer is able to rapidly recall his familiarity with the product and its features after being exposed to the selling points through outbound marketing campaigns. This means inbound and outbound marketing efforts reinforce one another in an effective manner.

Another Layer

Inbound marketing also enhances outbound marketing by providing an additional layer of depth to the overarching marketing picture. As an example, a traditional outbound advertisement on TV that motivates a prospective customer to visit the advertiser’s Twitter or Facebook page to learn more about the product or service gives the customer another way to engage with the company, its brand, and it’s product/service. This is an important additional layer to the product’s marketing. Inbound marketing really does provide a prospective customer with the opportunity to interact with the business, its offerings and even fellow consumers. This in-depth experience is much more important than functioning as passive observers who are subjected to conventional outbound marketing efforts.

Covert and Overt Marketing

Inbound marketing engages the target customer with the company’s offerings as well as its brand. It really makes customers feel as though they found the company’s products/services on their own. This experience provides customers with a sense of empowerment that has truly organic roots. Whether it is a web search, social media, or a referral that brings the consumer to the product, the point is the customer did it on their own so they value the connection with the product that much more. This phenomenon builds a unique style of brand loyalty as the consumer finds the product or service on their own rather than receiving it in a traditional top-down outbound advertisement.

A consumer who finds a product or service through inbound marketing and later sees the company name, brand or a specific offering in an outbound marketing effort will likely be that more receptive to the message. They already identify with the company and its offering, as their own actions connected him to the seller’s inbound marketing efforts. It is a spontaneous sequence of events, making it that much more legitimate from the customer’s perspective. This is the magic of reinforcing inbound marketing with outbound marketing. It is the perfect way to inspire brand loyalty across posterity. 

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