Gone are the days of “in your face” marketing – fliers, coupons, sales representatives calling your mobile, and emails offering the next best deal. Okay, not really over, but there’s a new kid in the block that’s becoming a favourite among customers and marketers alike. Inbound marketing has become the “it” thing in marketing and a favourite buzzword among marketers.
If it’s the first time you’re hearing this, we already know what your question will be: What is inbound marketing? We’ll answer that here and more.
The Definition of Inbound Marketing
Inbound Marketing: Subtle Advertising
While the traditional approach to marketing (also called outbound marketing) is all about persistently and aggressively selling your brand to your customers, inbound marketing offers a more subtle, less aggressive approach. It is focused on creating quality content, rather than flat-out selling a product.
Why Inbound Marketing Works
Understanding what is inbound marketing and how it works also means knowing why it’s preferred over the more aggressive outbound marketing. So, why inbound marketing? Because customers don’t pay as much attention to hard-core marketing these days as they used to do in the past. Experts suggest that more than 80% of people skip commercials, about 45% of email blasts are not opened, and more than 80% of 20-35 year old Internet users are likely to close a website with heavy advertising.
Given this, why waste time, effort and money on hard-core advertising when people don’t seem to mind or notice? This is where inbound marketing comes in. It is cheap, but more importantly, it is personal. You can tailor your content and messages to your customers’ needs, interests and questions. Even more, it allows you to reach out to them in the various channels and platforms they use, from blogs to website, to social media networks. You provide them something of value other than an ad asking them to buy your product.
How to Use Inbound Marketing to Attract Talents ?
Now that we’ve gotten the basic question of what is inbound marketing out of the way, let’s get to the other equally important question of how to use inbound marketing. Hubspot has outlined a 4-way step in doing inbound marketing.
Attract your future employees with the right kind of tools. The most popular and easily the most convenient way to get started with inbound marketing is to set up a blog where you can write and share informative and educational content about your industry and subsequently, your company. Once you have a blog set up, you can further develop your website, adding targeted pages that showcase not just your products and services but also provide relevant content. It also means boosting your SEO through keywords and link building.
Convert your visitors into actual potentials. Turn your blog and website visitors into collaboraors by getting their information through recruitment sign-up forms. Set-up a mailing list where they can subscribe to and get regular updates from your business. Have calls to action on your site that will entice them to download an ebook or a manual, share or retweet a content, click on a link, or sign-up for a promotion. Any way you want to do this, you need to make certain that you get their information (email address, name) so you can continue the “conversation” with them and keep in touch.
Close the deal and turn them into loyal emplyees. A series of targeted, specially-designed recruitment tests /interviews or emails can do the trick.
Continue to provide delightful, relevant content. Finally, we go back to the basic answer to the question of what is inbound marketing recruitment. Inbound marketing recruitment is all about talent nurturing with quality content. And to keep your audience loyal and happy, it is important to keep in touch and engage with them regularly. Start with short surveys to find out what they’re looking for that your company can provide. Cap off with social monitoring where you monitor conversations about your brand reputation and the industry on Facebook, Twitter and other social media. Pay attention to their questions, comments, the content they like, share or tweet.
Get Started with your own inbound marketing recruitment NOW! Set up your blog and write quality content about what you do and how your corporate culture can answer people’s needs and desires.
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