Inbound marketing is a technique of drawing customers to products and services via content marketing, social media marketing, search engine optimization, and branding. OK...But why should you care? Let's find out.
Did you know "Inbound Marketing" is an invented term?
The term "inbound marketing" was coined by HubSpot CEO Brian Halligan and is synonymous with the concept of Permission Marketing, a 1999 book by Seth Godin.
Inventing your own category is one of the 22 Immutable Laws of Marketing. Hubspot invented the "Inbound Category" and now owns it in the mind of consumers.
Any time you think "Inbound Marketing," Hubspot is the first brand that comes to mind.
Why Should I Care?
Let me tell you the story of Ubrik and how we used Inbound Marketing ourselves.
When Ubrik Media launched out of Dubai Media City in 2008, the only service we offered was media planning and buying.
Fast forward to 2016.
The digital marketing landscape is a LOT different.
Too many agencies - big, small, medium - offering the exact same services.
"We can do everything," is the claim.
There's no real differentiation other than international connections or how cheap you can offer the service.
As a small agency who handles all our projects in-house, being a "Big International Name" or "Super Cheap"...none of this is going to work for us.
What we found, though, from all the conversations we've had over the years is this:
People who talk to us really love the way we think about digital, our ROI-focused approach, and our insistence on integrity and accountability.
YES.. the Ubrik's ROI approach... the black and white way of seeing things that really matter...
Here's the bad news.
It's hard to have these many conversations with our prospects, given our small team.
So this is what we did...
The First Phase
We thought, "how do we scale this same experience on the internet with our content?"
That there are two types of people we talk to - business owners and marketers.
We understood the common pain points keeping them awake at night and started creating and publishing content around this.
Then, we sprinkled in our marketing philosophy: Focus on marketing activities that directly effect a business' bottom line.
That's how Ubrik started its Inbound Marketing journey.
It wasn't easy. There was a long, difficult learning curve.
It took us a year to find out the content we publish is actually helping people and making their lives better.
The value we are creating reflects on our website visits and the number of times our lead magnets are downloaded every month.
The next phase
After we started using Inbound Marketing at Ubrik we found that of different people who want to do business with you...
Some are ready to buy right now...
Some would probably buy the next week, or the next month, or the next six months.
So we had to find a way to nurture them.
This was the second phase of Inbound Marketing in action.
In a nutshell...
Showcasing our knowledge and understanding of the marketplace took precedence over promoting the products and services that we offer.
Now back to connecting this to our business bottom-line.
There're two ways to increase your business' bottom-line:
Either sell more of what you're already selling or sell what you're selling at a much higher premium.
This can onle be achieved if you position yourself as a market leader.
Somebody who know their audience better than their audience knows themselves.
This is how Inbound Marketing works for us.
Thank you for reading and I hope you guys enjoyed the content. ;)