What is Inbound Marketing?

Your Local Trusted Marketing Agency in Bluffton SC

Marketing with Staying Power

Inbound marketing is about creating value for your target audience and translating that into followers, leads, customers and promoters.

How is this accomplished?

Bragg Media digital marketing agency’s team of professional writers use helpful content to encourage prospects to subscribe to your email list, follow your blog and/or follow your social media. From there, we continue to provide value through content — which builds a relationship, establishes credibility and creates authority. Eventually, this inbound content strategy will convert prospects into actual customers.

The Different Stages of Inbound

To execute inbound marketing methodology in Bluffton SC and the Savannah GA areas, it’s important to understand all of the stages of the buy cycle — attract, convert, close and delight:

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Step 1: Attract

Everything starts with attracting your target audience with:

This cannot be accomplished without thoroughly researching what challenges your audience is facing and how this translates to search terms. What type of content is your audience looking for?

Step 2: Convert

Lead generation is far easier when visitors have come across your content and received value from it. But that doesn’t mean that visitors will naturally submit their contact information.

The inbound marketing imperative is a value-driven call to action — which offers a free report, more helpful content, educational videos, webinar registrations or downloadable PDFs — that can be found on website landing pages, popups or other areas of your website.

Step 3: Close

At the end of the day, the goal is to convert targeted leads into customers. Through the process of educating prospects, providing value, and continuous engagement, you’ll be able: The obvious goal is for targeted leads to become customers. Through the process of educating prospects, providing value, and continuous engagement, you’ll be able:

  • to build a relationship of trust

  • to establish credibility
  • to create authority


 

Step 4: Delight

The  inbound philosophy is all about adding value for the potential client —  even when they decide to hire a different marketing agency. As the expert in your industry, providing outstanding content, free gifts and helpful updates solidifies your expert status. This increases the likelihood of generating leads to sales and to build a brand that has staying power. Multiple channels (email, social media, blogs) are used to follow up with potential customers and, in many cases, your new followers can be leveraged to promote your business.

 

Applying Inbound to your Marketing

To attract targeted prospects and convert them to qualified leads, the Bragg Media marketing team researches what kind of information people are looking for through a variety of research, including SEO keyword tools. We follow that up by looking for content topics that are popular in competing and related websites. Based on this information, we create content that is relevant and valuable to your audience’s needs and desires.

 

Bragg Media promotes your website by leveraging content. How?

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We regularly update blogs

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We cross link blogs with other websites

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We share interesting content on social media

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We optimize web pages and other web content for search engines


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We create helpful videos for YouTube, Vimeo or InstagramTV

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We share blogs, offers, videos and imagery through email marketing


Why your next website should be an inbound website

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Once people come across your content, they’ll be presented with an opportunity for even more helpful information they need. This can be done with a link back to your landing page or an opportunity to download a free report when they’re already on your website. This is the convert stage and once prospects submit their email information, you can start the close stage.

Leads are sent through a nurturing follow-up campaign. They’ll continue to receive great information and will eventually receive an offer to make a purchase. By using an advanced marketing automation platform, we follow up with content and offers based on the actions that prospects have taken (content read, links clicked, channels used, products browsed, etc.).

Inbound Marketing vs.

Outbound Marketing

Inbound marketing is about attracting and winning prospects over by presenting and adding value. Outbound marketing is about pushing a marketing message focused on generating the sale. Traditional outbound marketing channels usually include offline advertising, online display ads, pay per click campaigns, and sponsored social media campaigns. Inbound channels typically include SEO, social media, email marketing, and blogs.

The way to look at inbound is that it is pull marketing designed to attract while outbound is push marketing designed to sell. It’s important to note that inbound can also utilize paid ads as part of the overall strategy, and the approach on how ads are used is always well thought out and measured. Basically, both strategies share the same goal but each one has a different way of getting there.

Why is inbound effective?

  • Compared to outbound strategies, leads generated from inbound strategy are acquired at a 61 percent lower cost
  • Conversion rates are twice as higher for inbound marketers compared to outbound marketers
  • Many marketers now prefer inbound because they say that they’re seeing a higher ROI than their outbound strategies
  • Inbound leverages existing audiences for further growth. This means that generating more leads, followers and customers become easier later on down the line
  • 80 percent of B2B buyers prefer finding businesses through content and the average consumer spends 53 percent of the buying cycle in search engines

The Future of Inbound Marketing

Inbound has its roots in relationship and permission marketing in which the focus is on building relationships with customers through value. This eventually evolved into inbound marketing, a trust-building strategy built around these important relationships (through lead generation) and cultivates them through various tactics, channels, and plans.

Inbound marketing continues to grow with the increasing popularity for advanced marketing automation and Customer Relationship Management (CRM) platforms. These platforms can be used to send hyper-personalized content and offers that are based on the behaviors of prospects and customers. Inbound marketing integrates conventional marketing strategies while utilizing emerging technologies for visual content.

A futuristic scene of people moving up and down in space
Cover of The Ultimate Toolkit for Marketing

How to tell a story so people will listen


Free Marketing Ebook!

Learn how to use journalism’s Five Ws and One H to elevate your marketing. Includes free online resources, worksheets and exercises to elevate your business.

The Bragg Media

Inbound Marketing Approach

Today’s audience does not have the attention span or the trust for in-your-face direct mail, spam emails and interruptive ads. It’s our goal at Bragg Media to attract, engage and delight your audience through a holistic, data-driven approach that generates leads, converts them to lasting customers and inspires them to be brand ambassadors.
Here’s how we do it:
We build trust. In an age of skepticism, people craves authenticity. Our team finds ways to tell your story while providing something your audience will love. We publish no-fluff content in the right place at the right times, so your marketing is relevant and helpful, not interruptive.
We have a custom approach, not cookie-cutter.  Each business is different, which means we design plans and strategies to produce the results you deserve with multi-channel marketing that reaches your audience where they want to be. How? We use marketing automation, keyword research, calls to action, social media, email marketing, landing pages and more.
We create quality content using engaging marketing. There are cracks in traditional marketing methods because technology is ever-changing, the competition for attention is fierce and your audience already knows what they want. To grow a successful business, marketing must be entertaining, honest, helpful and, most of all, customer centric — because happy customers are the ultimate promoters.
We protect your return on investment. You can dump thousands of dollars in pay per click ad campaigns competing for eyeballs or you can reach qualified leads with an organic approach for less. But how do you know if your marketing is working? That’s where we come in. We track and measure results so we know exactly what’s working and what’s not.

Average cost per lead for outbound: $346
Average cost per lead for inbound: $135

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Audience skip TV ads

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Unsubscribe from emails

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Direct mail is never opened

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Consumers have exited a webpage because of a pop-up ad

Bragg Media logo

Our Story, Briefly

Bragg Media is a full-service inbound marketing agency that has brought long-lasting results for businesses and organizations since 2007. 

Get In Touch

talktome@braggmedia.com

315 Cold Creek Pass, Bluffton SC 29910

(843) 415-3490

(866) 725-6350