Published January 17th, 2019
by Pathways Digital
Inbound marketing is a true long-term lead-generation strategy that companies use in order to build a more passive flow of qualified leads. While you will have to continue working on inbound marketing strategies, the results don’t go away when you stop paying for them.
Inbound marketing uses high-quality content that your target audience can use. The more helpful your content is, the better results you’ll get out of your strategy. You want to position yourself as an authority in your industry.
There is a four-part process to inbound marketing: attract, convert, close, delight (ACCD).
HubSpot has spread the word of ACCD all over the Web, and it practices what it preaches. We’re a HubSpot-certified agency and use the same principles in order to help our customers generate traffic for long-term leads.
Inbound marketing targets your ideal clients, develops over time, and provides a solid lead generation process that doesn’t instantly go away like PPC when PPC is discontinued. Think of the inbound marketing strategy as a marathon.
When doing business online, inbound marketing is the most effective method. By putting yourself in front of your ideal client with helpful content, you will attract the right people to your company naturally.
As people discover your relevant content and read through your site, they will build a connection and trust. If you give actionable tips, they do what you recommend, they get results, and you’ll have fans for life. Inbound marketing sets you up to be a trusted source of information and a friend, as opposed to painting your company as an entity that will work with any company, regardless of industry, so so long as the customers pays money. Even when choosing a PPC partner, you want to work with agencies that specialize your particular industry.
Now that you understand more about both strategies, you’re likely to notice the strong points and the drawbacks for each strategy. The only drawback of inbound is the need for patience as you build your content, promote, and start attracting ideal customers through persona-driven content that speaks to the pain points of your ideal customers.
In our book, the paradigm of inbound methodologies is the clear winner due to permanent content creation, because you don't depend on a fickle strategy. Over time, as your long tail content such as blog posts and pillar pages rank higher in Google search, your company will not need to pay for ads once your organic search rankings in the top three spots of Google for certain search phrases. You’re working on building a portfolio of content and resources that will work for you whether you’re there or not. Your company will continue to bring in leads through content that may be years old.
While you should continue to update your content as topics develop, you may not have to touch some evergreen content for some time. Your content will require much less monitoring and managing than PPC.
If you’re ready to take your business to the next level by leveraging inbound strategy
to rank your content in the top three spots go Google search so that your company does not have to keep paying for PPC on those search phrases you rank well for.