Imagine you are a brand-new technology company. You have created your product, determined your marketing goals, and established a clear path forward in terms of your companies’ expansion. In order to achieve these goals many newer companies are moving increasingly towards inbound marketing as their major marketing option, rather than opting for more traditional marketing strategies. However, “inbound marketing” can often be confusing for companies just starting up, but knowing precisely how the ideas and techniques of inbound marketing can be applied to the work your company does can often make your marketing more effective while also saving money.
Inbound vs. Outbound Marketing
For a young, growing company, the idea of investing heavily in marketing can often be a daunting one. After all, your company doesn’t have a ton of capital yet and the majority of your money is going towards product development and error testing. But, marketing is absolutely integral to ensuring that your product can successfully occupy its niche. This is where the difference between outbound and inbound marketing is crucial. Outbound marketing is more along the lines of what people usually think when they hear the term “marketing,” and refers to getting your message out to the largest number of people and using the marketing to “interrupt” their daily lives. This can take the form of television ads, billboards, or mass media publications, which take people out of their daily lives.
By contrast, inbound marketing tends to be more oriented to the consumer experience, working to get customers to want to come investigate a product and spend significant time on your website. Inbound marketing is focused on making sure that when a customer has found your website they will substantively engage with and want to understand what you are offering. Often, this takes the form of generating more content or spending time reviewing extant content for better search engine optimization. The main difference between the two in terms of investment tends to be that the main investment needed for inbound marketing is time; spending time fleshing out a website and generating high quality content can often bring in or retain customers as well as, if not better then, more traditional marketing techniques. So what kind of strategies can new companies pursue to do better inbound marketing? Below are a few effective ideas that you could pursue.
4 Strategies to Pursue
One of the simplest ways to generate both more hits on search engines as well as provide customers with detailed information about your company and your product is to create a regularly updated company blog. The blog does not need to be perfectly written, but it does need to be tailored to the type of customers you are trying to attract. For the young technology company, the blog needs to give the customer a clear idea of not only what the product does, but how it is the specific solution to their type of problem, or how the features it has distinguish it from other competitors on the market. By regularly creating and curating this type of specific content, companies do a much better job of making sure that customers that find their website stay there and are more likely to be able to close a deal going forward. Similarly, if customers find the content on your website useful, say providing information about how internet of things products work, your customers are more likely to remember and think of your company when going forward.
Resources for Customers
Similarly, in addition to a blog, providing a number of free resources for potential customers is a way of establishing relationship and building trust. These resources are different from your blog in that they should be considerably more in-depth and provide specific information about a unique sector related to your business model. For a tech company, this might take the form of something like a detailed E-Book providing customers with a clear outline of the latest developments in related apps and how the coding process for the apps works. In creating this type of content, it makes it clear to the client that your company is an expert in the field and is well prepared to help you address your particular needs. Your ability to improve marketing effectiveness is correlated with customer perceptions and creating content that improves how the customer sees you is integral to making your brand memorable.
Social Media Posting
Another pitfall companies often experience is even after they have generated plenty of content; they have a hard time figuring out how to get it out to their potential customers. Social media is often a particularly powerful tool, since posting about blog articles or free resources on Facebook, Twitter, LinkedIn, and other social tools boosts both the likelihood of it being found on social media as well as directly leading potential customers to your website. Many companies work to post about their content several times per week, letting their customers know when it is posted and resharing it at times when it is particularly relevant or to celebrate updates to their product. In any case, regular social media presence boosts the visibility of your content and improves your marketing performance as well as improving the likelihood of obtaining new clients.
Once the customer is engaged, successful email marketing can be a great way to seal the deal. Reminding clients of deals coming up or just sending them occasional updates about your product can be a way to get them to come back to your website and facilitate their continued engagement with your company. Email follow-up reminds customers that you value them, although it needs to be balanced so that customers find it helpful, rather than annoying.
Improving marketing effectiveness is often directly related to your ability to attract and keep customers through your content. Pursuing inbound marketing strategies, or working with a digital marketing agency for small businesses can be a quick way to create better marketing content without spending an absurd amount of money. For a growing young business, this can be the step you need to catapult your company to success.