You have probably heard the term ‘inbound marketing’ before. It has become quite the buzzword, and right now it is the future of marketing.
Inbound marketing is the process of attracting prospects to your business’s products or services through content that educates and delights. Inbound marketing is an online marketing strategy that entails your website, blog, social media, email marketing efforts, etc.
Outbound marketing is often viewed as traditional marketing. Tactics for outbound marketing include telemarketing, radio/TV, trade shows, seminars, emails to purchased lists etc.
Outbound marketing is called outbound because it is all about pushing your message out there in the hopes of it resonating. Over time, this strategy has become less effective. As this article from Hubspot states, because people are becoming more and more inundated with outbound marketing efforts, they are starting to utilize ways to block them out like caller ID, spam filtering, and Sirius satellite radio.
Outbound has a low ROI because it targets everyone and anyone. Inbound targets the right type of traffic to your brand. You attract these people by knowing and understanding your ideal buyers.
As we noted above, inbound marketing requires the Internet, and as a society we are using the Internet now more than ever before. An estimated 1.92 billion people are expected to purchase something online in 2019.
The Internet provides buyers with instant information gratification. They can learn just about anything there is to know about a brand from their pricing and reviews to their turnaround on delivery and staff in just a few clicks.
Another reason why inbound marketing is the future is customer buyer behavior is changing. Brand trust has never been more important. Due to the Internet, consumers have more options than ever before and they can also compare those options.
Due to the political climate, people also caring more about authenticity and integrity from brands. As this article from Crowdspring states, millennials in particular have a deep distrust of traditional advertising. A study found that only 1% of the millennials polled would trust a brand because of their advertising. This generation alone is one reason why outbound marketing is becoming less popular.
There is no single inbound marketing tactic that works well on its own. While we rely on SEO to draw visitors from an organic search, SEO doesn’t work if there’s no content on a site. Without social media promotion, blogs don’t reach interested people.
Inbound marketing is about targeting verses advertising to the masses. In inbound marketing, the mission is to represent customers and be found verses representing a company and finding customers. It’s 1:1 targeting verses mass advertising.
Although it varies greatly from business to business, these days buyers might be anywhere from two-thirds to 90% of the way through their journey before they before they engage with a vendor’s sales rep. In inbound-marketing, efforts build upon themselves over time.
To wrap things up here’s why inbound marketing works:
At its core, inbound marketing is curating a strategic content strategy tailored for each stage of the buyer’s journey. By doing so, you are providing valuable content towards each specific user.
At Sperling Interactive we offer search engine optimization, search engine marketing, social media, blogging, and email marketing. We work hard to implement inbound marketing for each of these services for each of our clients. To speak with us, call (978) 304-1730.