IE Digital's inbound marketing work attracts supporters and users and delivers value to members by creating rich, highly valued content and tailored experiences.
Whilst outbound marketing tends to be more scattergun and intrusive, inbound is laser-focused on the needs of your users, helping them to achieve their goals, solve their problems and make connections that they value. From strategy to delivery, IE's toolset includes content marketing, social media marketing, search engine optimisation and branding.
Inbound marketing is all about attracting the right people, in the right places, at the right time. We begin by listening to your users, whether they be students looking for a place to study, volunteers seeking a cause to serve, members looking for a community of peers or patients searching for support and answers. We ask what their challenges and felt needs are, and how we might meet them.
By way of an example, you'll see on the left of this column, IE offering our audiences the opportunity to download a 'FREE website brief template'. That's because our clients told us they sometimes struggle with precisely what to include in a great digital brief... so we created a document (content marketing) to solve their problem – and promoted it via social, email, SEO and PPC. If you click on the link it will take you to a comprehensive blog post which puts the document in context, explains its value, provides links to other valuable IE resources and makes it easy to share the website brief template with others.
We recently worked with a sustainability charity seeking to stem the tide of fast fashion. They could have led their campaign with arresting marketing messages urging people to stop buying cheap, poor quality, disposable clothing – but instead IE designed and built a destination website heaving with handy tips and guides that equip consumers to recognise and choose clothes that are better made, that will be a doddle to care for and repair, and that encourages them to buy ethical, pre-owned and vintage. We created over 40 'how to' videos on everything from sewing a button to re-dying a faded pair of jeans, and 52 shareable, social-optimised infographics on the impacts and benefits that small changes in behaviour can make – both to consumers' purses and to the planet. That's user-centric, inbound marketing.
IE’s digital marketing services include:
- Top-level digital marketing strategy
- Content creation and copywriting
- Automated email marketing
- CRM integration and personalisation
- Creation of landing pages and digital tools
- Interactive companions, chatbots and forms
- Organic SEO strategy, keyword shaping and PPC management
- Social media campaigns
- Video, mobile apps and interactive media
- A/B testing, impact measurement, and on-going optimisation.