Inbound is the Future of Online Marketing in Malaysia

Inbound marketing is the future of digital marketing… but what is it? You’d be forgiven for thinking this is just some ambitious rebranding of the way internet marketing has always been undertaken. The reality is more profound. This is an entirely new way of executing online marketing, and one that any successful digital marketing agency in Malaysia is evolving to produce. So let’s explain what it means.

What is inbound marketing?

Inbound marketing is a style of marketing designed to build conversations, attract an audience, and convert qualified business leads through best-practice content creation, SEO and social media marketing.

The goal of inbound marketing is to raise the attention of your brand with customers at an early stage of their decision journey. This is about becoming a name that is recognised and trusted, then leveraging that recognition to convert qualified leads into business results.

How is inbound marketing different to traditional marketing?

Let’s start by imagining traditional marketing as a monstrous billboard by the side of the highway. Every day you journey past this huge, garish eye-sore which shouts a panicked cry for attention as you drive by. It’s a loud moment in your life that’s quickly forgotten.

Inbound marketing is more like the smooth voice on the radio that travels with you as you go. It holds discussions, explores topics of interest to you, and ultimately builds and provides a conversation that you trust to inform your decision making.

Why is inbound marketing important?

Malaysia is home to some 22+ million internet users, spending a monstrous average of 8 hours 31 minutes online daily via a PC or tablet. Apart from raising serious concerns about eye-strain, that also offers an unmissable opportunity to engage your audience.

However, online consumers are becoming increasingly savvy about how and where they spend their online time. People don’t want their favourite website destroyed by annoying pop-ups or eye-catching adverts. That’s why roughly 600 million internet users utilised advert blocking software in 2016. Asia-Pacific alone saw a 40% rise in ad-blockers on mobile, and rresearch indicates that 45% of Malaysians are currently using ad-blocker software.

Inbound marketing is about creating content that an audience wants to read, and presenting it online in a way that they can easily find and engage with. It’s also a hell of a lot more interesting than a bright rainbow unicorn jumping out of your screen demanding you buy the latest toy.

What does inbound marketing include?

Content Creation: This is the act of creating content that’s relevant to your business. It can cover everything from exciting blog posts to beautifully presented infographics. The idea of content creation is to position yourself as an authority on a topic, deliver thought leadership, and provide content that resonates positively with your audience in a way that encourages them to engage, interact, and share knowledge of your brand. This is about adding value at every stage of the customer journey, providing an organic path to business growth.

Social Media Marketing: We’re all aware of the power of social media. From Facebook to Instagram, social media provides an exceptional platform for you to really get to understand your audience, and provide the content that helps them understand more about you and your offer.

SEO: Search engine optimisation(SEO) is somewhat like the politics of great inbound marketing delivery. It’s about negotiating the best deal for your content. Understanding SEO means promoting and placing your online presence in the way that’s the most visible and beneficial for your brand.

What are the stages of inbound marketing?

Inbound marketing is made up of four key stages that represent different parts of the customer journey.

Attract: Stage one is about creating relevant and enticing marketing content that attracts the right audience. This is where the beauty of great content creation can really shine.

Convert: Next you want to ensure you’re building a conversation that informs and converts a customer by meeting their particular needs. This is about providing an easy path for customers to engage on a more direct level.

Close: Once you’ve engaged that audience, it’s important to take those positive connections you’ve built and turn that lead into a sale or other defined business result. This is about meeting that specific customer need you’ve already explored with your audience.

Delight: Inbound doesn’t stop at a sale, it’s about building a relationship. You finish with a remarkable customer experience that encourages your customer to return, as well as to share their positive experience with their own audience.

So, inbound really does work?

Yes, it really does. This is marketing for the modern landscape, and it makes sense. There are plenty of inbound statistics to show the importance of this type of marketing.

  • First position in Google search rankings receives 34.36% of all desktop traffic
  • First position in Google search rankings receives 31.35% of all mobile traffic
  • 81% of shoppers conduct online research before making a purchase
  • Southeast Asia’s digital economy was worth RM203.94 billion in 2017

These are just some of the figures that show what a smart decision inbound marketing is.

The truth is we’re all too busy these days to take notice of the giant metaphorical billboards that litter the online landscape. That means connecting with your audience in the way that works for them.

Inbound marketing is about getting to know your audience, building conversations, and ultimately being the kind of business that people want to support. That’s not just some fancy rebranding of how we do marketing, it’s simply the right way to operate.

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