Let’s face it: traditional marketing campaigns can be expensive for small businesses.
Fortunately, there is an inexpensive advertising tactic that you can implement. It’s called inbound marketing.
What is inbound marketing and why do small businesses need it?
According to Miles Anthony Smith, inbound marketing is the process of attracting customers to your brand. You can do this through content marketing, search engine optimization (SEO), and more.
This means that inbound marketing is a level playing field against big companies. You have the opportunity to gain a competitive advantage despite a limited marketing budget.
If you’re still not convinced, here are six benefits small businesses can get from inbound marketing.
1. Inexpensive Marketing
Being able to produce significant results despite a limited budget can create a lot of pressure. Fortunately, inbound marketing can help you maximize your offerings.
As mentioned earlier, this marketing tactic can help you attract potential customers. This means that you are only creating promotional materials for the people who are likely to buy from you.
After all, marketing for everyone is marketing for nobody. So why invest time and money to reach people who don’t need your products?
2. Brand awareness
In case you didn’t know, 85% of customers search for products and services online. When you have a robust inbound marketing strategy, your target market can come across your brand.
Imagine you own a local flower shop in Boston. Ideally, when someone searches for “flower shop Boston” on Google, your company website is part of the search results. This is one way to increase your brand awareness.
Another tactic is showing ads online. While this means you have to spend money, online ads let you set parameters based on your target market. This includes their age and location, the keywords they are likely to use, and much more.
3. Organic website traffic
Inbound marketing is supposed to organically attract the attention of customers.
In digital marketing, “organic” means that no channels are paid to be included in search results. Unless you hire an online marketing agency, all you need to do is make your website search engine friendly.
You can follow these quick tips:
- Generate sitemap and robots.txt
- Create a keyword-rich meta title and description
- Add a keyword rich ALT caption
- Optimize your image size
- Improve your backlink profile
- Use crawlable URLs
- Integrate social media elements
- Do not use flash elements
By following the tips above, you will ensure that your website is showing up in relevant searches. From there, you can grab the attention of your target customers.
4. Positive brand reputation
Inbound marketing forces you to produce content that is in line with your target market. This can be a blog post, product description, video, or social media image. The important thing is that it is relevant and that it keeps your audience informed.
This shows that you are an expert in your field and a trusted brand. And customers are more likely to support your company if they trust you.
This “support” can lead to more customers and improved sales.
5. Informed Marketing Decisions
Customer relationship management is an essential part of inbound marketing.
For one, you need to create marketing campaigns to attract potential customers. And when we say “potential” it means that it only takes people a little push to buy from you.
In the meantime, you need to understand where they are in their buyer’s journey so that you know how to nudge them. This is where CRM comes in.
That’s because people who come in through your blog don’t necessarily want to buy your products. On the other hand, those who have reviewed your online store might consider buying from you.
Through CRM, you can identify people who need little persuasion to get their wallets out.
6. Two-way communication
Inbound marketing isn’t just about producing content to attract potential customers. It’s also about establishing mutual communication with them.
Why is it important? The audience feedback gives you an insight into things that are important to them.
Feedback can take the form of product reviews, blog comments, or mentions on social media. You can opt for an answer depending on the situation.
Take this opportunity to better understand your audience. Even more so, if it is honest feedback or a legitimate request.
Maximize your limited marketing budget
We understand that getting customers’ attention is difficult when you are on a budget. Fortunately, inbound marketing can help you maximize your marketing funds.
For one, there is no need to market to everyone. Second, you can identify and attract people who are likely to support your business. Be it by purchasing your products or by subscribing to your newsletter.
However, we recommend that you implement inbound marketing. This is even more true if you are a small business with a limited marketing budget. This way you can level the playing field against large companies.