Content & Inbound Marketing Agency in Melbourne

The most common media channels on an inbound marketing strategy can include – but are not limited to – content marketing such as blogs, podcasts and ebooks; email marketing; marketing automation; SEO; PPC (Google Ads, Facebook Ads, Retargeting etc.); and social media.

Have you ever received a call from a company that you are not a customer or received mail from a local grocery shop that just opened? Outbound marketing involves reaching out to consumers (not customers) that are somehow connected to your industry to get them interested in a product or service that you offer.

Inbound marketing focuses on first gaining the attention of the lead in non-intrusive ways through providing high-quality content and then actually starting the sales process. Because of that, Inbound marketing can have up to 30x the lead conversion rate of outbound marketing.

Because inbound marketing involves all sales pipeline stages, it is essential to track goals on Google Analytics or a similar platform to understand which content/marketing tactics are converting the most. Alternatively, you can also track the First-Touch Attribution to discover the content that started the entire customer journey. Tracking is an essential inbound marketing tactic because it permits finetuning the strategy as the leads come in.

Social media is usually a critical part of the inbound marketing strategy. Although different businesses can extract different values from social media platforms, they generally rely on at least one social media channel to drive leads to their sales pipeline.

There are dozens of well-known social media platforms, from the popular Facebook, Instagram and TikTok, to the B2B LinkedIn to niche platforms such as Untappd, where users can rate beers. A good inbound marketing consultant will analyse your business and determine the best social media platforms for your business.

Email marketing has been around in every digital marketing strategy since it first came alive in the 90s – and is still a powerful marketing conversion technique today. With inbound marketing, this would not be different. You might have heard some digital media guru preaching the end of email marketing – but the truth is that email marketing is here to stay with 3.9 billion monthly users and can be super effective for your business. According to HubSpot in a study with 1,000 small business owners, email marketing was the second most effective medium for building brand awareness.

One of main the goals of inbound marketing is to have consumers finding you organically. That is when search engine optimisation comes in. SEO is usually divided into 3 primary categories: Technical SEO – where your website is improved on code-level; On-page SEO, where keyword research, mapping and generation is provided and; Off-page SEO, where a link building strategy is put in place to increase referral traffic and domain authority.

In the end, SEO is responsible for answering consumers queries before they reach competition and is an excellent way of providing valuable information that can increase brand awareness and lead generation.

Some marketeers diverge whether PPC can be considered inbound marketing or not. After all, isn’t a YouTube ad rather intrusive? That is why inbound marketing is considered a strategy, not a tool. In the end, you can build ads that are not intrusive – it depends on how you communicate and to whom.

At Swoop, our experienced and certified Google Ads specialists will create PPC campaigns aligned with your marketing strategy to increase click-through rate (CTR) and lead conversion, effectively integrating PPC in a non-intrusive way to your inbound marketing strategy.