Inbound Marketing & The Creation of a Brand

Published by Matthew Jacquet

Inbound marketing is the name for organic, earned marketing.  It can be summed up as the things that you can do on the web that earn traffic and attention. But as you can imagine there is no single way to conduct an inbound marketing campaign. It is all about selecting the channels in which you can leverage and earn you the highest ROI. For example, if your target audience is 55+ year old men, Pinterest might not be the right channel to invest in. So one’s goal when undertaking inbound marketing should not be to be everywhere, but rather to be where your audience is, and then leverage it. The channels with the highest ROI are often those that others don’t invest in, so there is much potential to be tapped into in those channels.

According to Google, 82 percent of click in the SERP’s go to organic results and 18 percent go to pay-per-click (PPC) ads. Less than 1 percent of clicks on Twitter go to promoted tweets, and the best and brightest Facebook ads are lucky to amass a 2 percent CTR. The results simply show that people prefer inbound channels to outbound. Another factor that should encourage the adoption of an inbound marketing strategy is that for every dollar spent on inbound channels, eight dollars are spent on paid channels. Paid marketing will always have a role in increasing conversions, increasing brand awareness, and increasing sales, but the effectiveness of inbound marketing must be acknowledged if one is to maximize the different avenues and opportunities that there are to grow your business on a wider scale.

Inbound marketing helps with brand building and building a successful and reputable brand should be the goal of all business owners. Seriously. Aim high or you may be hosed out by the competition. Brands are remarkable, recognizable, and authentic– and they provide people with the answers as to why they should buy your product. But attempting to bring a new brand that will come to the front of people’s minds when they think of your product or service takes time and effort. This is a long-term investment strategy, just like the long-term tactic of SEO. On Google’s platform, brands receive preferential treatment because of their higher visibility and higher trust value. Remarkable brands do not take the low road or use overly aggressive marketing tactics because they don’t have to. We live in a world where the market itself dictates what businesses thrive or not. Authenticity and quality never go unnoticed.