It’s time for inbound digital marketing

You have scaled up and the business is taking off, but your digital presence doesn’t reflect this yet? You have heard about multi-media, mixed-marketing approaches, and now digital marketing. Still, you are not entirely sure what it all entails and how it can serve your business. Here is a simple debrief of inbound digital marketing for business owners.
Essentially, digital marketing is about how a business brand is displayed online. From visual identity to content and tone of voice across various channels, all contribute to building your digital brand. You start your digital marketing for your brand by creating content that you can publish on your website, deliver across social media channels, emails, or blogs. You’re not done yet. You still have to stay on top with infographics, stats, interactive tools,  ebooks, white papers, brochures, design and logo assets, etc. Head reeling yet?

What is digital marketing?

In a nutshell, digital marketing encompasses all activities that you perform digitally with the purpose of promoting your business. Let’s have a look at what these activities are, and how they are contributing to your business.

  1. Website. You probably have your website live, but it needs to be optimized in terms of content, speed, landing pages, and call to action, to attract subscribers to your email or newsletter campaigns
  2. Search engine optimization (SEO). Basically SEO means creating content that represents your brand and is relevant for your target audience. You know what is relevant for your audience by understanding their search queries related to your products or services. You will need to integrate these search queries into your content, as keywords. Not quite sure how to do that? Check out this simple guide on how to use keywords for SEO purpose
  3. Content marketing or blogs. It is important that you constantly create content and you update your older content regularly, in order to still be relevant for your targeted audience
  4. Social media marketing. Check what social media platforms best suit your business. Where are your targeted clients most likely to be? Are they on Facebook, Instagram, Twitter, Tik-Tok, Pinterest, YouTube? Go where they are, and adjust your message accordingly. Remember, “the medium is the message”
  5. Email marketing. This is your channel of communicating directly with contacts from your existing database. You can personalize communication across different customer segments. You can test different messages to understand what type of content drives them to act on your Call to Action (CTA)

How does digital marketing work?

Digital marketing works for your business by pushing your brand out in the public online space. Like this, your digital brand crosses paths with as many people as possible. However, the power of digital marketing is that it allows you to carefully select your intended audience. This means that you can share updates about your products or services only with those who might be interested in them.
Positioning your brand in front of the right audience is very important because it optimizes your marketing budget. Think of it like this: you can choose to only interact online with groups of people that might bring you further business. You are reducing the “noise” and maximize your marketing efforts.

What can digital marketing do for your business?

Successful digital marketing will boost brand recognition, traffic, and ultimately serve to increase access to your target market, close sales, and accrue revenue. This can be done via the outbound marketing approach which pushes content out externally to your website, or via the inbound methodology which pulls people to your website. Both work to strategically place your brand in the right place, at the right time, to create the right traffic.

What is the difference between inbound digital marketing and outbound?

As the term implies, inbound digital marketing works to attract people to your business via well optimised content hosted on your website. As the owner of your business, this is your chance to showcase your knowledge on topics that are key areas of interest to your target market. On the other hand, the outbound approach is more actively seeking your market externally to your site.
Inbound draws people in, using a refined and targeted approach to your content and SEO that invites people to interact with your brand through a variety of ways, whereas outbound is more persuasive in tone and works more to actively push your brand on your target market.

In digital marketing there is a beginning, but no ending

Once you get started with digital marketing you need to constantly push your efforts to grow your digital brand, bringing prospects in, with inbound (and outbound) strategies.
All of this sounds very interesting, but you feel that this is a full-time job? We can understand that you must focus on the operational areas of your business, so we’re here to help.
If you are keen to find out a bit more about our version of bespoke Guerrilla Marketing, PR and Communications, get in touch.

Speak to us today