What is digital marketing?Digital marketing, at its most basic, is the promotion of your business, brand or products through one or more of the many internet enabled electronic mediums available today. Digital marketing provides a faster more broad scale marketing solution that also enables real time measurement, when compared to traditional marketing methods. Digital marketing is often performed by specialists, who are able to track your leads and customers, even if many of them are not yet known. While Internet websites and landing pages are the most well-known digital marketing mediums, others include SMS messaging, chat software, apps and social media. Formats of content includes emails, messages, videos, pictures, podcasts and more. Digital marketing mediums are defined as mediums that provide instant or real time measurement and analysis.
What is inbound marketing?Inbound marketing has become the most effective marketing method for businesses looking to embrace digital. Traditional outbound marketing techniques such as buying ads and contact lists have been shown to annoy, and as a result get ignored by, potential customers. Inbound marketing focuses on attracting leads and customers to you, by delivering timely and relevant content to your customers on mediums that suit them. By listening to your customers, and adjusting to their behaviour, you can build real audiences who want to do business with you. This maximises your return on investment through inbound marketing.
Why is inbound marketing important?The arrival of the internet and a connected world has levelled the playing field for many. Businesses no longer compete just with local competitors, but also those in other regions, states and countries. No matter your business or target customer, inbound marketing can help you better identify, connect, manage and convert your target customers. By the time your customer has contacted you, in many cases they would already have researched you, your competitors and other options online. By leveraging digital and inbound marketing techniques, you can ensure your business is front and centre for your next customer, and at costs that are far cheaper than traditional marketing methods. Inbound Marketing techniques will deliver you more leads, more customers, and repeat customers at that.
What are the options?As a business looking to succeed, you will have very clear goals. You want potential leads and customers to find you online, think your business is the ideal fit, and then engage you and become a customer. In a traditional sense you want visitors to become leads, leads to develop into opportunities and opportunities to convert to become customers. And of course customers to buy again. To deliver this, you need to deliver timely and relevant content, to potential leads and customers via mediums or channels that suit them. You need to deliver website content, emails, blogs, social media posts and then leverage SEO techniques, content tracking and reports. You have the ability to lead customer thinking, respond to their issues, concerns or ideas, ultimately becoming more collaborative with your audience. By delivering in this way, you’re enabling your potential leads or customers to find you, help themselves to relevant information and engage when, where and how it suits them. They have the opportunity to interact, ask questions in real time, share tips, information, ideas and wishes with other potential leads and clients. Collaboration is your goal as it begins to turn customers into promoters of your business. Technology on digital platforms makes this all possible. And as part of any digital or inbound marketing strategy you will need the right tools to deliver. Here’s the 10 components you can bring together to deliver a Hubspot like inbound marketing solution for any business at a much lower cost. Most of these solutions can be integrated, all of them can be measured, and each offer a trial to help get you started on your inbound marketing journey. 1. CRM A good CRM is critical. You need to know your customers, be able to segment them and track them over time. You can then build customised workflows (rules) that enable you to automate each stage of your sales pipeline and customer relationship, so that emails, calls, follow-up steps and content delivery all happen when you want them to. Communication to your clients can then be customised based on their needs, interests and actions to date. There are plenty of CRM solutions out there, but we recommend you ensure that they are flexible (ability to customise), connectable (ability to integrate other solutions in and out) and scalable (ability to handle a lot of customers, employees and data as your business grows). You can’t go forward sending the same message to every prospect, you will just lose them. Our top 3 CRM recommendations:
- Base CRM
- Outsourced Writing
- Outsourced Editing
- Social Oomph
- Sprout Social
- Google Analytics