May 14th, 2015
The Internet has been changing the way the world does business almost since the day it was first introduced. It is estimated that over half of the population of the United States has, at one point or another, researched a purchase on the Internet. As consumers become more Internet savvy, they are turning to the World Wide Web more and more to get their product and service information.
A good marketing professional knows that it is always good to find new ways to be seen by clients. The old advertising model forced companies to do extensive marketing research to develop advertisements that were pushed out to a target audience. While that model is still widely used, it is being enhanced by a new concept called "inbound marketing".
Inbound marketing, put simply, is utilizing the tools on the Internet to get customers to come to you as opposed to paying for advertising that is pushed out to clients. In many ways, this form of marketing can be more effective because customers are making the conscious decision to go to your company's website on their own as opposed to being influenced by an advertisement. But the truth is that inbound marketing is a very powerful way to enhance the marketing work that a company has already done.
The best way to pull customers to your website through inbound marketing is to go through a process called website optimization. This is where all of the content on your website is specifically geared towards reaching an audience that searches on the Internet search engines using keyword terms that are specific to your industry. For example, if you sell airplanes then your content would be optimized to have your website appear high in the search rankings for the word "airplane."
One of the more effective ways that Internet marketing experts achieve inbound marketing is through the use of secondary keywords. In the above example, "airplanes" would be the primary keyword and then "private jet" would be the secondary keyword. When consumers do a product search for private jets or airplanes, then your site should appear high in the results rankings.
It is all about drawing customers in and then giving them all of the information they need to stay on your website and make a buying decision. On the Internet, it is much more efficient to find ways to have the customers come to you than to spend money on outbound advertising.