What Is Inbound Marketing and How Does It Work?

As an entrepreneur, it’s essential that you can drive large amounts of traffic to your online store. After all, every person who visits your store is a potential customer. With this in mind, increasing the number of visits that your store receives will also increase the chance that you’ll generate sales.

Marketing is the key to driving traffic to your store. You may already be familiar with paid marketing channels like Facebook, or Google Adwords, but you can also use inbound marketing tactics to skyrocket your stores growth.

If you’re currently thinking to yourself: ‘wait, what is inbound marketing?’, don’t worry, we’ve got you covered.

We’ve created this article to provide you with all the information that you’ll need to understand and succeed with inbound marketing for your business. We’ll also provide you with some examples of scalable inbound marketing strategies that’ll help you to generate tons of traffic to your store.

Let’s get to it.

What is Inbound Marketing?

what is inbound marketing

It’s been said that buyers ‘hold all the cards’.

Whilst this notion is widely accepted as true, you have an ace up your sleeve – inbound marketing.

Inbound marketing is a growth strategy which entrepreneurs can utilize to enhance the awareness around their brand, and draw in traffic to their website, by providing their audience with valuable content. Such content is generally provided through mediums like blogs and social media, both of which will be discussed further in this article.

If you’re looking to be successful with inbound marketing, it’s essential that you build trust with your audience by providing them with highly relevant content that attests to their needs. For example, if you’re running a kitchen utensil store, post some of your favourite recipes on your blog. Or if you’re looking to start a women’s fashion store, you can create content that shows how to style your products. This sort of content enables entrepreneurs to earn their way into a customer’s awareness, rather than invade it through paid advertisements.

Inbound marketing can help you to generate high-quality leads for your business, which means that your customers are more likely to return to your store, and ultimately helps you to generate more revenue.

Why Use Inbound Marketing for Your Business?

We live in a world where information is ever present, but attention is a scarce commodity.

Your target audience will be bombarded with advertisements from multiple businesses every day, all of whom are fighting for their attention, just like you. Buyers are now accustomed to this type of marketing, and they’re looking for authenticity in their shopping experiences. They’re looking for brands which care about them.

If your potential customers want to access information about your products, niche, or brand, they can do so in just a few clicks. You can use this to your advantage. You can be the one who is providing them with that information through inbound marketing.

Whether it’s insightful, actionable content that you’ve tailored for your blog audience, a highly engaging social media channel, or search engine optimized landing pages, you can create authenticity for your brand.

If you can combine all of the aforementioned marketing tactics, you can turn your brand from ‘just another small business’ to an ecommerce store that dominates their competition.

How does Inbound Marketing Work?

Togetherness is key for inbound marketing.

Earlier in this article, we mentioned that inbound marketing involves blogging, social media, and SEO content to grow your brand’s reach.

The truth is: if you want to find success with inbound marketing, you need to use a combination of all of these marketing channels together.

This combination of marketing channels will enable you to work towards one clear goal – to convert more customers, and help your business to grow and prosper.

You can have all the SEO knowledge in the world, but it won’t work if your website has no content. If you aren’t utilizing social media channels, you won’t be able to take advantage of a wealth of new, interested buyers. If the blog posts which you create aren’t guided by SEO opportunities, you’re foregoing an opportunity to stamp your business’ authority on your industry.

Also, it’s very difficult to measure the impact that one inbound marketing channel has without taking the relationship that it has with another into account.

Kickstarting Inbound Marketing For Your Business

As with most things in life, the more time and effort you put into inbound marketing, the more likely it is that you’ll find the results that you’re looking for. With this in mind, the best time to kickstart inbound marketing for your business is now.

We know that it’s daunting to jump into marketing with brand new channels, so in the next section of this article we’ll go through each part of inbound marketing to explain how it works, and how you can use it for your business.

Inbound Marketing Strategy: Blogging

Blogging is the most common form of inbound marketing which businesses use. It’s accessible for entrepreneurs like yourself, and if you’re running your business with Shopify, it’s simple to add a blog to your store.

Before you start blogging, it’s a great idea to take some time to think about the content which you’ll be creating. When you’re building an inbound marketing strategy, your content needs to align with your business, and it’s long-term goals. Your content will reflect your brand’s voice, but the ultimate aim is to provide your audience with information that they love, which will work towards converting them as customers.

It’s essential that you only post high-quality content when you’re running a business – it’s a reflection of your brand. Of course, you can be the one who creates said content, especially if you have a passion for the niche which your business falls into. However, if you don’t feel comfortable in your ability to create high-quality content for your website, fear not. You can outsource content from freelancers at an affordable price point, and focus your time on growing your business in other ways.

When you’re creating blog posts for your inbound marketing strategy, consistency is key. We highly recommend a regular posting schedule, with at least one upload per week – it’ll help the overall success of your inbound marketing efforts tenfold.

Inbound Marketing Strategy: SEO

SEO (Search Engine Optimization) is an integral part of any effective inbound marketing strategy. SEO works as a part of your inbound marketing strategy by ensuring that the content which you create has the best chance to be discovered through your audience’s search queries.

You can ensure that your content is optimized for search engines with astute keyword analysis prior to your content creation process. Once you’ve come up with an idea for your content, you can validate it with data on the monthly search volume from Google’s Keyword Planner. As a general rule, we recommend that you opt to use keywords which have a monthly search volume of 1,000 – 10,000.

SEO SECRET: If you want to succeed with SEO, it’s a great idea to check how competitive a keyword which you’re targeting is. You can do this by searching for ‘Allinurl: ‘YourKeyword’ and Allinpage: ‘Your Keyword’ on Google. This will let you view the amount of times that this keyword is currently used in URLs and page titles, and give you an idea of the amount of brands who you’re competing with. If you can find a keyword which has high search volume and low competition, you’re onto a winner!

We also recommend using the ‘Skyscraper Technique’ when creating SEO content. This involves you analyzing the top performing pages related to that specific keyword, and using them to guide your content creation – the end goal is to make your content even better!

You can also check out our beginner’s guide to Dropshipping SEO for more information on this topic.

Inbound Marketing Strategy: Social Media

Social media provides entrepreneurs like yourself with an invaluable platform to attract and engage with potential customers. In fact, 67% of adults use social media to share information, a statistic which highlights the necessity for social media in an inbound marketing strategy.

We recommend that you establish a presence for your brand on Facebook, Twitter, and Instagram at first. It’s essential that you find the social media channel which works best for your business, both in terms of your content’s reach, and the engagement which you receive from your audience.

Once you’ve launched your social media accounts, it’s time to start creating content. It’s a great idea to try out a wide variety of content when posting on social media, as this will help you to gain an understanding of the messaging which resonates with your audience. You can decide to share content from your blog, repurpose and summarize your existing blog content, or create original content for your social media posts.

How to Make Inbound Marketing Work

We’ve defined what inbound marketing is, and how it works, but our next point is critical.

For inbound marketing to be successful, it needs to fit you and your business.

It’s a marketing tactic which requires both time and effort to pull off, but when it works, it works.

If you’ve just started your business, you may be looking for immediate results, and inbound marketing might not be the best option for that. Instead, PPC marketing, like Facebook advertising, or Google Adwords, could be better suited to your brands needs. Paid marketing campaigns will enable you to find results quickly, and can help you to justify your products or business idea.

Whilst inbound marketing can be used in isolation to drive traffic to your store, it can take some time to yield results. In light of this, we recommend using inbound marketing as an extension of your existing marketing activities, especially when you’re just getting started with your store.

Want to learn more?

If you have any questions regarding inbound marketing, social media, blogging, or SEO, let us know in the comments section – we’re here to help you succeed!

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