More effective inbound marketing in 4 steps

29 January 2018, Robert Sadowski

Marketing of emotions, video, digital, internet … Different types, categories, subcategories. The marketing industry is constantly developing and new, ever more interesting branches are appearing all the time. Each of them requires a slightly different approach and different ways of measuring effectiveness. One of such branches is incoming marketing (inbound marketing), which, if used properly, can become an effective tool.

To explain what the title issue is, one should focus on the division of marketing due to the form of reaching the client. Then we will receive outgoing and incoming marketing. The first is based on a more traditional approach, i.e. reaching the people we are interested in through advertising and promotion and on building brand awareness. However, it is more interesting when we turn to the marketing of the coming. Inbound marketing is about developing activities that will make the client look for us and want to use our services. This is much more friendly, because here we do not attack anyone with advertising, and we give opportunities, advice and answers to the needs. It sounds almost perfect, right? Just how to do it?


In incoming marketing, there are several basic components:

– Internet blogs (articles, webinars, podcasts, infographics, ebooks).

– activities in social media,

– viral marketing,

– optimization for internet browsers (Search Engine Optimization – SEO).


Theory – everything seems simple. And how to do it in practice? Here are 4 steps to help you.


I. Find out what you need

If we want to make the client find us, we need to know what he needs and what problems he has. If we do not have the telepathic skills of Professor X, it may be a bit more difficult. Unless we have access to a media monitoring tool. It is able to find Internet users’ queries when entering the right phrase.

Let us assume that we run a company that produces garden care equipment. We enter the monitoring tool for phrases such as: “I am looking for a mower”, “I need a secateurs” (when we invent keywords only our imagination limits us), etc. As a result we get results with specific questions and data of users who just need something that we can offer them . There may be thousands of such results, so you should also order a report that summarizes them. Thanks to that, we’ll find out what our potential clients need. And from here there is a straight road. Let’s assume that the analysis will show a large number of mentions about the mentioned mower. And here we have a ready topic for the material. Just make a movie, write a post or an article on a blog about mowers, their specifications, etc. A customer who will look for equipment will find our content and will be much more interested in us because we are responding to what she is looking for.

II. Check what works

Let’s assume that we have prepared and put some materials into the ether and even the interest in our content has increased. How to check what Internet users think about it in practice? Maybe they have some suggestions or something they did not like? Following the simplest resistance line, all you have to do is look in the sections of comments on the blog or in social media. However, in this way, we can omit these references, which can be found on forums or other websites. We will not miss this if we use the monitoring tool. After entering the phrase we are looking for (eg “company name”), it will display what Internet users write about us. Based on these data, we will know what is the reception of our services, which we offer or publish materials. This will allow you to improve your marketing counter strategy, allow you to describe your target group more precisely and even learn how they talk about us.

III. Get interested in influencer marketing

Influencer marketing is still popular. And it is not surprising, because thanks to a properly selected influencer, we can reach a specific target group. Media monitoring can also help here because the latest tools are able to search for influencers. An example is the new Newspoint panel, which even one of the most important functions is their search. It has a suitable tab and, when entering what we are interested in, allows generating a list of potential influencers. In addition, we will get a division into:

– the most productive,

– the most valuable,

– the most liked,

– the most widely distributed,

– the most commented,

– the most watched.


This will allow us to save a lot of time and quickly find an influencer suited to our capabilities and needs.

IV. See how the neighbor does it

Competition is not always a problem for us. Sometimes it can help us! Of course, if we do not treat it as an opponent in market battles, and inspiration. It is worth taking a look at activities from behind, because, perhaps, they will allow us to see our industry from a slightly different perspective and give us some ideas that we will improve and implement at home. Media monitoring is also bowing here. Let’s order access to the tool along with reports. Thanks to this we will receive what we want, on the topic we want. Keeping track of what’s happening on the market has never been easier. Transparent data will give a clear view of what is happening and what is going on. And this in turn will allow you to choose specific actions and apply successfully for yourself.

After inbound marketing, it reaches more and more brands. No wonder – it is cheaper and more effective. This great solution builds a better company image and works well in terms of general promotion. There are already tools on the market that have dealt with this problem. Media monitoring will effectively facilitate inbound marketing activities and help in achieving better results.

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