Inbound Marketing is about making yourself easily found in order to draw customers to your website. The idea of Inbound Marketing is opposed to “Outbound Marketing” where you push your company out to your target market via ads, direct mail, cold calls, etc. In other words, Inbound is about “earning” your way in by offering relevant content about your product, as opposed to “buying” your way in, in unsolicited ways
While no method is better than the other and the two should co-exist in your marketing plan, there are two main reasons you should incorporate Inbound Marketing to your strategy:
- Over 75% of people research the product online before buying
- People are overloaded with information: emails, direct mail, ads, telemarketing so they tend to tune out unsolicited messages
So because in inbound marketing it is the customer who is actively looking for your product rather than you pushing it out to them, Inbound Marketing is more efficient and yields better results in the mid to long term.
If Inbound Marketing is about making yourself easy to be found, how do you go about it? You disseminate valuable and relevant information about your product and company in as many appropriate sources as you can, so that when your potential customer is doing their research, your product shows up for them. A few examples of inbound actions:
As you can see, it is about being in as many relevant places as possible, with the appropriate message to lure your customers to your product, as opposed to buying your way in in unsolicited ways.
One important takeaway is that at the center of it all, is, of course, your website. That’s why it is important that it is profesionally designed, constantly updated, and used as a strategic tool, as opposed to a static marketing tool that is designed once and forgotten.
In the context of Inbound Marketing, your website is the hub where all other marketing actions come together.
We can help at each step of the way, determining the best “venues” for your product (Blogs, Email marketing, SEO, Social Media, etc.) and creating content accordingly
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