What Is Inbound Marketing?

February 5, 2018 Natalie Russo

Do you spend a lot of time looking for customers? If searching for customers is taking up a lot of your time, inbound marketing could be a great solution for your business.

Inbound marketing refers to marketing activities that bring visitors to you, rather than then you actively trying to get their attention. Customers can find you and your business through various online channels, like social media pages, website, blogs or review sites.

So what draws people to you?

The answer is content. When people search for your listing online or engage with your video, blog, or an image, this content leads them to find out more about your business. It does not necessarily have to be a direct ad. In fact, much of the content that is out there are not promotions, but are pieces of information that affect people's purchasing decisions.

For instance, someone who is looking to find information on oral health might end up reading an article from a dental website. A person who is looking for wedding ideas may end up reading a blog written by a wedding planner. The more relevant content you have out there, the greater the chances people will find your business online. 

As well, having good content also establishes a business' credibility. It gives the impression that "this business really knows what it's doing".

Inbound marketing helps you reach people who are interested

Traditional marketing tools include knocking on doors, cold-calling, and randomly distributing flyers to people who may not want to be disturbed and/or are not interested in your service. On the other hand, when it comes to inbound marketing, people are drawn to your business. They might have engaged with content that points to your business and would like to learn more about it, or they have actively searched for your business online.

Online targeting tools also help your content reach people who are most likely interested. For instance, with Google, LinkedIn, Facebook, and Instagram targeting ad tools, you specify who you want your online ads to target according to interests, geography, past searches, demographics, networks, and etc.

For instance, if your maternity store caters to women mostly between the ages of 25-35 in Halifax, then you can target to this demographic specifically instead of spending large amounts of money to reach an untargeted audience. 

So what are you waiting for?

As Canadians spend the most time online, you can reach more local customers online and inbound marketing is the way to do it. There are so many inbound marketing strategies you can employ, from search engine optimization, getting a free business listing, to creating blogs. Check out our Yellow Pages tools and resources as well as our free downloads at the Resource Centre to help with your digital marketing strategies. 

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