Archive for August, 2012

Using email as part of your Inbound Marketing Strategy

August 28th, 2012 by Heather Maloney

Inbound Marketing is one of the newer marketing buzz words that I¡Çm sure you have heard about from time-time. But with the marketing landscape moving at ever increasing speeds, many business owners miss the definition of these new marketing strategies for their business.

Inbound marketing isn¡Çt complicated, however, and can be easily applied to your business.

At its essence, inbound marketing is about giving your customers the opportunity to engage with you; it is bringing them to you rather than you going to them. The term has come from the premise of ¡Èpermission marketing¡É that was made famous by marketing guru Seth Godin and ties in with the move away from telling clients what to do via fliers, print advertising and TV advertising (outbound marketing) and, instead, speaking with your customers, not at them, and allowing them to grant permission for you to market to them.

A good example of inbound marketing is rather than using the traditional marketing technique of direct mail to sell your services to unknown contacts, you develop a regular Blog on your website that discuss topics within your business services, highlighting your knowledge-base as a leader in your industry. Your Blog posts will give you more qualified leads from prospects wanting to contact you due to your expertise.

Much of inbound marketing is related to the use of Social Media, which goes beyond the platforms of Facebook and Twitter and includes such things as adding your details to online directories that allow for customer feedback, and the writing of BLOGs, articles and email marketing campaigns. Also consider e-books, videos, whitepapers and podcasts.

A quick test of your inbound marketing is to Google yourself and your business name. If you are using the technique well, then a number of links from different sites will appear in the search result, all leading back to your business website and contact details. For an example, see the image below.

Example Inbound Marketing Links from web search

How does email marketing work within your inbound marketing strategy?
Email marketing is a critical component within your business¡Ç inbound marketing strategy. As your target audience (after reading your articles, blogs and other social posts) opt in to hear more, your organisation has the opportunity to take each subscriber through a series of messages to help them solve a particular problem, or understand your organisation better. Alternatively, if the subscriber signed up to receive updates / news from you, these types of messages can provide valuable and practical examples of how your products / services can benefit the subscriber. An eNudge Email marketing message also gives you and your readers the opportunity to share your message in various platforms, e.g. Facebook, Twitter, LinkedIn, etc, allowing for new prospects to find you and learn about your industry knowledge.

Inbound marketing allows you to start building a customer relationship before a person has had any telephone or physical contact with you.

In addition, a good inbound marketing strategy will organically work on your Search Engine Optimisation!

To discuss how eNudge and our Message Series (systemizing a series of communications) can assist with your inbound marketing strategy, contact us via 1300 137 628 or info@eNudge.com.au.

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