As Rand Fishkin from MOZ best explained it, when we build up quality content for our clients, earning links and building up visitor loyalty, we are adding energy to a flywheel. Over time, this produces and stores up so much marketing "energy" that just releasing new content ends up producing more than any amount of paid advertising could.
What is inbound marketing?
Inbound marketing is the pursuit of reach, quality traffic, engagement and conversions from a variety of sources.
Quality traffic from an array of sources
Inbound marketing is all about delivering relevant and quality traffic that is more likely to convert, not just from search engines, but from an array of sources.
This protects your site from over-reliance on a single channel or source, and delivers short, medium and long-term value and growth.
Earned and owned media
Our work looks to strengthen your website and brand-owned channels, as well as driving interest and ‘earning’ results.
Inbound marketing is an ongoing process. We therefore have a test and learn culture, which is reflected in our delivery process.
- Audience intent analysis
To provide a detailed understanding of your target audience and customer groups, and how they find, consume and buy relevant content, products and services – the foundation of any effective inbound marketing strategy
- Content audit
To uncover gaps in your existing content and identify ways to improve. You’ll get a very clear understanding of the current value of your website content, its potential future value, and how well it addresses the needs of your target audiences
- Social media audit
To give you a clear understanding of the effectiveness of your current social media presence and activity. This then enables a comprehensive social media strategy to be created
Planning and setup
Aligning the findings of our discovery work to your stated objectives, we create a detailed plan of activity to deliver against those objectives
The outputs of this phase will be bespoke to your needs – depending on your own team’s resource and on how much ongoing activity you’d like us to manage. It could be:
- A content strategy
To provide an in-depth plan outlining the content necessary to achieve your business goals
- A social media strategy
To produce a clear and actionable plan for how social activity can help achieve your objectives
We can assist you by doing hands-on work, or by working in more of a consultancy capacity and supporting your internal teams.
Campaign activities build and communicate a product, service, and message or brand proposition to one or more audiences. They utilise any number of digital marketing tactics and disciplines in order to reach the desired results
Work on agreed tasks that look to answer a question or solve a challenge for you
- Consultancy and training
We can provide inbound marketing consultancy and training across a wide variety of topics, including social media platform usage best practice, campaign planning, and blogging best practice
Reporting, analysis and insight
We report on what best suits your requirements – a one-page report summary, or a more comprehensive full report. Whichever you choose, our reporting is accurate, clear, and trustworthy
Whether we are working on a simple one-off task or a large multi-channel campaign, we will review progress and results. All learnings are recorded and fed seamlessly into future planning