What is Inbound Marketing and why is it so important?

Your potential customers are asking questions; are you included in the conversation?

Conversations about your product or service are happening online, right now, but are you a part of the conversation? These conversations are mostly silent, text based conversations. Inbound Marketing is simply joining into this silent text based conversation by adding content to social media channels and your website. This provides value to your potential customers by providing the right information to them time at the time they need it—online and now.

As the late Zig Ziglar once wrote

Stop Selling & Start Helping

Book, See You At The Top, Amazon.com

The trick is to produce content that helps your potential customers determine the right product or service for them, without selling it to them. Content can be a blog post like this, a video, a downloadable checklist, or a social media post on Facebook, Instagram or whatever channels work best for your local market.

content to address different stages of the buying process

Not everyone is ready to buy right now. Some would prefer to do some research and part of their research is asking for recommendations on Facebook or to do a few Google searches to check reviews of products or companies. Everyone does it differently, but one thing is constant; if you have produced no content these people will have nothing to go on except what others say about you. Which excludes you from the digital conversation totally.


As you can see in the images below: the first images you see are people are asking for recommendations on Facebook and the second image to the right are people providing the recommendations being asks for, the next image to the right of that is how many people are searching for Electricians in Coffs Harbour. This is happening every day in towns and cities across Australia. Notice the responses in the second image. Good recommendations, but for someone that doesn’t know any of these Electricians, it’s still hard to decide which one to go with?

joining the silent conversation

To join the silent, digital conversation you need some content that offers advice and answers some pre-sale questions. You need this content to be sharable so you can help people to help you by being able to share your content. You also need this information to be discoverable in search and on directory websites etc.


By implementing the steps in the above paragraph you will be doing things that your competitors won’t or can’t do. Imagine being on that list of recommendations in the second image above and you are the only one with a Facebook page and a website; with information you potential customers can sink their teeth into. You look different and you are different. Who’s going to get the business. That’s a rhetorical question, we already know the answer. 🙂

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