According to Brian Halligan, the CEO of Hubspot, the way modern consumers shop and make purchases has changed dramatically. As a result businesses must adapt in order to survive. According to him, you can no longer rent your way to consumer attention, you need to earn it. Instead of dreaming up new ways to interrupt your way into your prospects’ lives, invest in ways to engage them meaningfully with an inbound experience.
Inbound marketing is here to stay because it gets to the core of how people want to research purchases and buy; how they want to be in control throughout an entire shopping experience. Inbound marketing is a marathon, not a sprint. It takes time to build up momentum but when it does, it's here to stay so keep at it. Inbound marketing pays major dividends when used right.
It’s not enough to just produce content. Your content must educate, inspire, engage, intrigue, or entertain your audience. Don’t just talk about your products or services and don't attempt to sell people too early or often in your content. You want to create an interesting dialogue and discussion with your content. Doing so pays off with attention and engagement.Your website functions best when its content and design are built with a human touch. Instead of writing copy to appease search engines, create copy and experiences people will love. Conversations win over broadcast messages every time. Design and develop your web experience accordingly.
Think about how hard you work to get traffic to your site. Now think of what happens if a visitor comes to your site and doesn’t know where to go or what to do next once they visit. You have just wasted all of your hard efforts. Have a clear Call to Action (CTA) throughout your site. Your CTA shows your online visitors what awaits them. If someone came to your blog first, you want to make it easy and seamless for them to subscribe to read similar articles. It’s not enough to optimize your site for search. You have to optimize your site for action.
How do you create value with inbound marketing?