Inbound marketing is marketing that engages your audience by earning their attention – not buying it with advertising and promotional spots. With inbound marketing you focus on creating interesting and informative contents such as blogs, podcasts, videos that create a positive connection between you and the consumer that makes them more likely to engage in your brand and buy your product or service. Good inbound marketing offers content specifically designed to appeal to qualified potential customers and keeps them coming back for more.
Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you. Good inbound marketing provides targeted content that answers your customer’s basic questions and needs, and you share that content far and wide. You recognize that people go through stages as they interact with your business and that each stage requires different marketing actions. As you learn more about your leads over time, you can better personalize your messages to their specific needs.
Your analytic tools can help you with your inbound marketing efforts. You need to pay attention to the information your analytic tools give you and use them to allow you to focus on publishing the right content in the right place at the right time. Using these analytic tools you can attract the right traffic through blogs, social media, keywords, web page optimization and convert them to customers.
Everyone agrees that social media is important component of marketing these days. Using Facebook, Twitter, Pinterest, YouTube and Tumblr is key to promoting a business and products. But it is not just that you use these tools that count – it matters how you use them. You need to be smart and get the most return on your investment.
A recent study from Adobe Digital Index which tracked about 60 of the top 100 brands, shows that revenue over cost was up nearly 60 percent in Q3 for 2013. The report also indicates that while Facebook is still the leader in referral traffic – Twitter referral traffic is up more than 250 percent and referrals from Pinterest are up more than 80 percent.
But the winner in conversions – that is driving sales was Pinterest. According to Adobe Digital Index – Pinterest is driving more traffic to retail sites than Reddit, YouTube and Twitter combined. It adds that “Pinterest is optimized for retail in general.. Facebook and Twitter are kind of all over the place and there’s not necessarily a niche. Pinterest is really a retail driven site and that’s why they’re eventually going to overtake Facebook in terms of referring revenue.”
Also noted in the report was that Tumblr may be the most underrated of all the networks when it comes to retail conversions. Tumblr has the most positive consumer sentiment of all the social platforms. People use Facebook Twitter and other platforms to vent about brands much more so than they do on Tumblr.
Overall consumer engagement in the form of comments and shares are up 115 percent on Facebook and that according to the study is a sign that consumers are engaged and may have an appetite for more brand content in general.