Inbound Marketing Explained for Small Businesses

Understanding inbound marketing as a small business owner is a big deal. In past decades, companies relied heavily on the outbound approach to reach consumers who might buy or become aware of a product or service. The Internet has changed everything. As some companies struggle to stay afloat, procedures have to be upgraded constantly in order to reap financial rewards.

Casting a Wider Marketing Net

It used to be so simple: you set up a website, spam search engines with content and sit back and collect the income from processed sales. Those days are over. Part of what makes a person do business with a company includes frequency of contact.

Does placing an advertisement once a year in the Yellow Pages work?

The short answer is that it used to. The long-winded answer is not so easily defined.

The reach of some companies now goes past the local marketplace and into other countries. This stretch is only possible because of a change in strategy to cast a wider net using 21st century marketing strategies. Just one display ad, couple of blog posts and a custom domain are no longer enough to get the best results.

Inbound Marketing Defined

The frequent distribution of content in digital form can accurately define what inbound marketing really means. Elements such as a 2,000-word detail page, niche-specific podcast, e-Book and active social media account are all things that are part of a working campaign.

The main goal of attracting consumers through more than one channel is to capitalize on the long-term value of a paying customer. It is true that a Millennial who is in-tune with smartphone applications and a daily fix of Reddit is likely to use these platforms to find a new product or service.

Companies are now using an inbound strategy to do the following:

1. Building a Mailing List
2. Reach New Affiliates
3. Promote Flash Sales
4. Inform the Public
5. Convert Buyer or Seller Leads
6. Go Viral with Content or Videos
7. Strengthen Consumer Relationships

Why Display Ads are Dying

When the Internet became a viable tool for promotion, millions of companies joined the bandwagon. Do you remember banner ads? These nifty ads were sometimes even animated in hopes of catching the eye of a paying consumer. As consumers became irritated with this advertising practice, fewer and fewer click-throughs happened.

The result was advertisers lost money – big time!

When this format of promotion was disrupted, the move to pop-ups and pop-under ads happened. This strategy worked for a while until it again became a distraction.

What does this trend mean?

What it means to the bottom line of a company that depends on targeted web advertisements is that revenue is hard to generate these days.

According to new studies, more than 45 million people are now blocking advertisements that are considered disruptive to them on the Internet. People do this by way of ad blockers and special software. This includes blocking graphics that display in YouTube videos, in search engines and that are used in re-targeting.

It is not just the web that is affected by this trend. The average consumer is now shifting to a ‘DVR’ society where ads are automatically stripped out or blocked with third-party devices.

The solution: open the net of marketing to attract new clients.

Organic Search Engine Placement

Paying a price for one person to click on an ad is not really expensive. The problem begins when 100 people click the same ad, and the standard two to five percent of people actually follow through with an action.

It is at this time when things get out of hand and budgets are blown.

Organic marketing is what can save a company from paying high click-through fees. Once something ranks in a search engine, it is likely to stay there if it passes all of the latest checks and balances put forth by companies like Bing, Google and Yahoo.

Thousands of people can click on a web link and it does not cost any extra. The future of inbound marketing in 2016 and beyond has to include a greater investment into bumping up organic search results for companies.

An expertly designed homepage, content page or special area of your website where people visit will help with conversions of sales or other actions. Without going overboard with aggressive SEO tactics, organic rankings are valuable to your future revenues.

Get More Sales and Opt-Ins

Activated Marketing specializes in cutting-edge growth strategies for clients in many industries. We are a complete team of professionals that share the goal of helping you reach your goals.

If you need more people to opt-in to your sales page or you want more sales, we have plans that are very affordable and that actually work.

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