Inbound Marketing

    Table of contents
  1. 1. Definition
  2. 2. Overview and development of influencer marketing and inbound marketing
  3. 3. Advantages and disadvantages
  4. 4. Relevance to influencer marketing
  5. 5. Best practices


Marketers may use inbound methods to market a brand or firm directly to consumers. It partners well with influencer marketing because that simply increases the number of places for consumers to read your messages. They choose to contact you – coming into your business from outside it. 

Inbound marketing attracts customer engagement and sales through relevant, useful content that adds value throughout the customer's travel through your sales funnel. This content appears on blogs, review sites, search engines, social media, and websites. 


Overview and development of influencer marketing and inbound marketing

The content used for inbound tactics ensures brands draw attention instead of fighting for it. Since the qualified content is relevant, informative and able to address customer needs, it attracts potential buyers. Its quality and helpfulness help build credibility and trust. The content doesn’t have to be yours to make sales or build authenticity. 

Influencer marketing provides a natural partnership for inbound marketing. Your influencers, whether running their own blogs or on Instagram, also contribute to your increased customer base and sales. Their consistent creation of original, unique content helps with the brand or company’s SEO performance, trust building, and audience reach extension. 

Inbound uses four marketing phases to grow a brand’s audience: 

  • Attract
  • Convert
  • Close
  • Delight

In the attract phase, the brand and its influencers create authentic, useful content to attract visitors who become leads, then sales. This requires creating a unified influencer marketing strategy that actively engages readers on blogs and social media, especially the big three: Facebook, Instagram, and Twitter. 

In the convert phase, the brand turns the visitor into a lead by starting a conversation. The three main ways to do this include forms, meetings, and messages. Use the contact to address their questions and keep talking. Keep track of everyone in customer relationship management (CRM) software. 

The brand or company enters the close phase by using lead nurturing tools like e-mail newsletters, video chats or presentations, and whitepaper follow-ups. Continued contact that addresses customer pain points and product questions move leads through the sales funnel. 

Remain in the delight phase by making the sale and landing a new customer by remembering they already buy. Use smart content to ensure you don’t show repeat customers ads or info meant for newcomers.


The new inbound marketing funnel and the role of influencer marketing in the funnel


Advantages and disadvantages

It is more a case of listing advantages because not so many disadvantages to inbound marketing really exist. Inbound marketing is the modern approach which is able to connect brands and potential customers better. With it, you control the message and its delivery points, as well as approach the target audience more naturally than using traditional advertisement. Today’s shoppers expect trusted brands that provide an interruption-free, personalized shopping experience.

Don’t try to hard sell or convince them. Develop a positive relationship so they come to you. Ads turn off consumers with their lack of authenticity. Authentic content appeals to today’s consumer, especially millennials who don’t enjoy being told what to buy. 

The only drawback of inbound marketing is that it consumes a lot of preparation time and effort, and the results usually will not come instantly. Marketers may spend a lot of resources to create great content, but it takes time for the audience to find, consume and see the value of that piece of content. Inbound marketing, therefore, should be treated as a long-term marketing strategy rather than a one-time investment. 


Relevance to influencer marketing

In 2016, roughly 86 percent of marketers claimed they were using influencers in their inbound marketing strategies and most were looking to double their initial investments. 


Best practices

  • Let the audience come to you. Create the quality SEO content and disseminate it on your own channels. Have your influencers disseminate on their channels. This leads to brand advocates also sharing. 
  • Avoid disrupting the consumer’s day. They enjoy intrusion-free Web surfing. That’s why ad blockers and pop up blockers have become so popular. Inbound methods draw the potential customer to your content, therefore to your brand. 
  • Keep in mind that marketing to another business requires the same methods, but different messages. Strategies differ, not methodology.