Inbound Marketing explained

Inbound Marketing:

Marketing is a vital part of any business because entrepreneurs and business owners will constantly manufacture goods or render services, both of which are expected to be marketed in a bid to make more sales and profit.

Please read on the Introduction to Marketing and Branches of Marketing here.

The various activities needed to effectively implement marketing can be generally achieved in 2 ways. These are via:

1. Inbound Marketing
2. Outbound Marketing
   Please read on Outbound Marketing here.

In inbound marketing, the customers (or consumers) will always carry out searches for their needs or wants until they eventually find your product or that of a competitor (if its in line with their needs or wants).

For instance, you are on Len Academy right now because you probably searched for this article and eventually found it here.

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You are here as a result of the inbound marketing done by Len Academy. The act of getting you here (through inbound marketing) may be as a result of a link you deliberately clicked on via another article of ours or through your search query on a search engine like Goggle, Bing or others. To this end, Len Academy had created links within its various articles. In addition, Len Academy had also optimized certain keywords for this article on various search engines such that it appears on their respective "first search page". This technique is referred to as Search Engine Optimization (SEO) and it's an example of inbound marketing.

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Any marketing technique aimed at attracting customers to a product or service via concepts like SEO, social media marketing, web advertisments like Google adverts (adSense and adMob) and so on is regarded as an inbound marketing.

Note: It is important to state that Google adverts (AdSense and adMob) may use your activity on the internet to display adverts to you via various websites and blogging platforms. In another case, you may see adverts that aren't related to your internet activity.

Based on the above paragraph, Google adverts can therefore be considered as both inbound and outbound marketing. It's inbound if you initiated the search for the advertisment or if the advertisment displays the contents of your previous searches on your internet.

Please read more on Advertising and Types of Advertising here.

The focus of inbound marketing is to satisfy the curiosity of customers. This is so because potential customers are always in search of their needed products. To this end, the quality of a product alongside its packaging and branding will go a long way during inbound marketing.

Please read on the Concept of Demand and Law of Demand here.

Note: Inbound activities cover the aspect of making discoveries on the wants and needs of the potential or target customers.

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The result of inbound marketing is an automatic segmentation of customers (or potential customers), and that's a good thing. For, instance, the brand "Len Academy" is being marketed to attract some specific set (or segment) of people which will include all students, teachers and lovers of education.

Segmentation of customers will help increase the product’s focus (since the target customers are already segmented or known), which in most cases provides quality and value for the marketed product.

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The segmentation of customers can be achieved through the following procedures:

1. Attract the curiosity of Visitors: Visitors can be attracted by placing targeted adverts on various digital platforms. For instance, adverts may be placed on various websites in order to attract visitors. In addition, certain keywords can be used on a website's nitch to improve its SEO on various search engines.
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2. Converts your Visitors into Leads: This can be achieved by creating a "register or contact us" page on your website corroborated with great user interface and experience. Always understand that the potential customers will only utilize your register or contact page if they found your product useful via the contents on your website.
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3. Follow up the Leads: The main goal of following up leads is to convert visitors into customers. This can be achieved by sending targeted emails, in addition to offering discounts on your quality products to your new customers.
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4. Satisfy the Customers Demand: The demand of customers can be satisfied by serving them with quality products accompanied with a great sense of customer service. Both actions can indeed make them your promoters. In this regard, you may also send a weekly or monthly newsletter to your new customers, updating them about new products and promotion.
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Note: Most inbound activities are always carried out within the organization.