By Urja Shah

Outbound marketing strategies like television commercials, door-to-door sales, and cold calls are often considered interruptive, so they do not attract a lot of prospects. Inbound marketing strategies focus on pulling the audiences in towards the brand instead of going out to get their attention. It's about drawing in customers by understanding what your potential buyers' problems are or what your buyers want and how you can solve them.

Here is the Inbound Marketing strategy I developed for increasing Modlingua's YouTube subscribers-

The first stage is to ATTRACT. The goal is to attract potential subscribers that are most likely to become a lead. You have to drive relevant traffic to the channel. The second stage is to CONVERT. You have to convert the visitors into leads by understanding their profession, interests, needs, and how you can help them. 

The third stage is to ENGAGE. You can do this by sharing relevant videos and articles with them. And politely request them to subscribe if they enjoyed the video or the article. The fourth stage is CLOSE. This stage focuses on turning the subscribers into promoters. It would be best if you tried to build relationships by giving them valuable content useful to them. The last stage is a DELIGHT. The subscribers are delighted with the content on the channel, and they share our content with others.

The idea is to put yourself in the potential lead's shoes and see how you want to be marketed to? What value addition would you get? And how would you want to get a service from a company/organization? So, it is the act of sharing valuable content that people care about that attracts them to you rather than the other way around.

One thing to keep in mind is understanding who the inbound marketing campaign is targeted to, and you have to be as specific as possible. That's because if you are creating a strategy centered on a particular target user, persona, or audience, you will find more success. You will be able to address the problems they may be facing and how you can help them out. It offers more of a natural advertising experience where your audience can see who the organization is and what kind of educational content is provided. 

This strategy is crucial because it is evergreen and will help you get organic traffic for a long time as opposed to just a one-off email campaign or search engine management. And this strategy can be adapted for any product, service, and any company to get more business.