When it comes to implementing a long-term strategy, inbound marketing can help increase brand awareness, preference and, ultimately, revenue. Don Stanley, internationally recognized digital marketing and sales coach, stressed the importance of inbound marketing to grow your business at our June SMBMad event.

A long-time SMBMad friend, Don is the co-founder of 3RhinoMedia and an award-winning faculty member at UW-Madison, where he teaches courses on social media and digital marketing. He has guided hundreds of clients ranging from Fortune 500 companies, professional athletes, start-ups, and nonprofits.

Here are a few key takeaways from Don’s presentation. View the full recorded event at the SMB Madison Facebook page.

What is Inbound Marketing?

While outbound marketing seeks out customers and speaks to them, inbound marketing is a strategy that relies on pull marketing—blogs, events, SEO, social media, and more—to create brand awareness and attract new business. Focusing on brand visibility, while engaging and educating clients in ways that are meaningful to them can create promoters out of strangers.

Begin With The End In Mind

Don’s guide to inbound marketing stems from core strategies that, if used correctly, can help grow your business. First, create a fundamental starting point to better understand your audience. Why are they using certain platforms and how are they finding your content? Determine what people are looking for and then give them what they want.

Human Companies Win

Knowing your audience and what matters to them is just the beginning. Inbound marketing is about more than just making the sale. Offering information that is genuine provides added value. Educating clients can help them engage with your brand, build trust and convert pre-qualified customers.

Create Once, Share Many Times

Make the most of all content, and use a ‘create once, share many’ strategy to get maximum value from everything you do. Use customer questions to create your content and utilize it to help others find you.

Non-Profit Spotlight: Wisconsin Youth Company

Wisconsin Youth Company provides children the opportunity to thrive beyond the school day with a mission to engage youth in opportunities that encourage them to be their best selves. The organization operates Elver Park and Theresa Terrace Neighborhood Centers on Madison’s Southwest side which offer services and activities for neighbors. Programs include before and after school, 4K wrap, summer camps, Middle School U, Wander Wisconsin, and non-school days and break programs.

Thanks to SMBMad volunteer Grace Wilkie for writing this month’s event recap.