What is inbound marketing?
From Push to Pull Strategy
In the past, a ‘push strategy’ was mainly used. This form of online marketing is all about achieving the largest possible reach, making the same offer to all of them: Buy this. This method of online marketing is less effective because the visiting intention of the users differs. Examples of push marketing are cold calling and cold calling via email (also known as spam).
Inbound marketing is primarily a ‘pull strategy’. An online marketing strategy that focuses on the visitor’s intention, without immediately making a sales offer. You write valuable content for your visitors and offer it at the right time. Parts of inbound marketing as a pull strategy are SEO texts and blog posts. Below you will find a general inbound marketing diagram, which describes how ‘Searchers’ are converted step by step into ‘Promoters’.
Inbound marketing for users and Google
With an inbound marketing strategy, you categorize all content on your online platform so that it fits one of the phases of the Customer experience.
If a visitor finds relevant information on your platform at every stage, he views your platform as an authority. A platform with authority leads to more information requests, purchases and leads. If Google then notices that your platform is used frequently and intensively by visitors, the search engine will award your platform a higher ranking score. Inbound marketing is thus beneficial for both users and Google.