May 1st, 2018
Inbound marketing and outbound marketing are the two primary choices brands have for building their consumer base. While the two methods are rather different, the end goal remains the same, brands are looking for leads, conversions, high-quality brand awareness, and traffic. Regardless of the method chosen, it pays to have a plan in place to meet the goals you’re looking to reach.
Inbound Marketing Versus Outbound Marketing
To look at the differences between inbound marketing and outbound marketing, one must analyze each type to see what they’re all about. Outbound marketing is the marketing method most often used in the past, and it invests time and resources in reaching each new customer one by one. Cold calling, media buys, and pay-per-click campaigns can all be considered outbound marketing, as you push your message outward in hopes it reaches audiences looking to be converted.
There is one big issue with outbound marketing in today’s modern age. Today’s prospects are exposed to many sales messages every single day, making them more privy to ignore these attempts to reach out rather than being open to absorbing them. For this reason, inbound marketing has seen a surge in popularity and efficacy, causing marketers to focus more on the inbound method in favor of the outbound method.
Inbound marketing draws customers to a brand rather than a brand reaching out themselves. Inbound marketing involves building and distributing valuable content that attracts prospects to a brand and building a level of trust by providing information and forging a connection through problem-solving.
To get in on the inbound marketing trend in an effective way, a plan is necessary. Five steps to creating an inbound marketing plan are:
Identify your target audience
It’s important to remember that the primary goal of your marketing campaign is to attract visitors to your website. However, in order to best reach them with your content, you’ll need to know who they are first. The first step of your inbound marketing plan should be identifying your target audience.
Figure out your desired action
After finding out who your target audience is and how to reach them, you’ll then want to figure out what action you want them to take. Do you want them to make a purchase? Subscribe to an email list? Share your content on social media platforms? Your call to action should direct them to where you want them to go.
Create viral-capable pieces
To spread the word about your brand and your message, creating viral-capable campaign pieces is a must. If your audiences are most active on Instagram, these may be photos, if they take to YouTube, you could create a shareable video. With a call to action included, this is a great way to attract even more visitors to your content.
Take to social
After creating inbound marketing pieces, take to social to share the content and begin attracting audiences to what you’ve created. First, you’ll want to decide what social media platforms to share to, and which will reach your audiences best. Next, you’ll want to engage and be involved with these communities in order to build trust. Last, encourage power users, employees, and customers to share relevant content.
Find the right CMS
With the right CMS for multi-location businesses and franchises, inbound marketing campaign strategy is simple. CMS will take professional expertise and turn it into a strategy suited for your particular brand. To learn more about finding the right CMS to craft an inbound marketing plan for your multi-location brand, contact SeedLogix today.