E-mail:
jsem@patrikpilous.cz
My vision
Inbound marketing specialist
Inbound marketing is a sales and marketing strategy that attracts customers by creating valuable, useful and accessible content. Traditional outbound marketing reaches users with a message in various places, whereas inbound marketing builds connections, solves problems and aims to draw users in. Why focus on inbound marketing and apply its techniques, or even its strategy?
- More beneficial in the long term
- The customer and your website are at the heart of this approach
- Builds trust and a relationship with the customer
3 stages of inbound marketing
Attract users
Create valuable content and distribute it well. One does not work without the other. I recommend creating genuinely valuable content based on experience that is clearly better than your competitors' content. This content should also be easy to find and attract organic traffic (SEO). But that is far from everything: make sure you also distribute content through other channels such as email, social media and forums.
Engage users
Audience engagement is key. Your content may bring you a lot of traffic, but make sure you communicate and interact with potential customers and that these people are valuable. Creating content and educating is the right path, but aim for further action too. Collect contacts and track interactions with your content. Focus on helping the client rather than selling: an inbound strategy is often not strongly sales-driven.
Stay in touch
Do not forget about users once the goal has been achieved. These satisfied users are the ones who can become carriers of recommendations and your advertising. Work with them, deliver content that helps them at their stage of the process and, where appropriate, recommend further options for dealing with any follow-up problems or questions, again without heavy sales pressure. And be in the right places where the client might look for you.
Inbound vs outbound marketing
If you want to understand inbound marketing, it helps to look at inbound vs outbound marketing and the differences between them. Marketing strategies based on media pressure or performance campaigns are increasingly common. Inbound marketing holds a certain magic that is worth discovering. It is ideal, for example, for niche companies or B2B businesses.
Inbound marketing
Customer-focused: we look at who the customer is, what content they enjoy and what they search for. We want them to feel at home with us and keep coming back.
We attract customers: we create quality content and build an interesting brand and story.
We listen to customers: we create based on their needs and maintain two-way communication.
More targeted and adaptable: we welcome any customers who see value in us, and we adapt.
We attract customers: our main channels and forms of communication are videos, infographics, SEO, the blog and education.
Outbound marketing
Focused on marketing and research: we rely on general data and shoot into the crowd.
Frequency and reach: we push our message onto customers and try to get into their minds.
One-way communication: we saturate the customer with our message in one direction only.
Less targeted and persistent: we have clear groups that we target and try to persuade.
We push and squeeze customers: performance advertising, mass advertising, visual memorisation, cold calling.
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