Nowadays, when I talk with marketers about how they can generate leads and fill the top of sales funnel, most say trade shows, email blasts, seminar series to purchased lists, outsourced telemarketing, internal cold calling, TV and print advertising. I call these methods of marketing solutions as outbound marketing or traditional marketing. A marketer pushes his message out there far and wide hoping that it can resonate with that needle in the haystack.
Rather than pushing message out using inbound marketing strategies, you should learn how to pull your customers in. This post highlights some basic information covering the general topic of marketing solutions as Internet and inbound marketing.
For two following reasons that I think outbound marketing techniques now are getting less and less effective. Firstly, today average human is flooded with over 2000 outbound marketing interruptions everyday and is showing out more new creative ways to block them out, including spam filtering, caller ID, Tivo, and Sirius satellite radio. Secondly, the cost of coordination around flying to a trade show in Las Vegas or going to a seminar at the Marriott is now much higher than learning about new things or shopping for some new things using the internet (blogs, search engines, and social media).
Marketing Solutions – What Is Inbound Marketing?
I advocate doing inbound marketing which you can easier get found by people already learning and shopping in your industry rather than doing outbound marketing to the masses who are trying to block you out. Then, you need to set up your website like a “hub” in order to do this for your industry that naturally attracts visitors through search engines, social media, and the blogosphere. I believe most marketers today spend just10% their efforts on inbound marketing and 90% on outbound marketing, so I advocate that those ratios flip.
It’s inbound marketing, the new marketing communication, which is just about creating then sharing content with the world and become a two-way dialogue. Inbound marketing can attract qualified customers to your business and then keeps them coming back for more just by creating content designed specifically to appeal to your dream prospects.
Inbound marketing concentrates on earning, not buying, a person's attention, which is done through engaging content and social media, such as blogs, white papers and podcasts. This content should be informative, interesting, and adds value so as to create a positive connection in the eyes of your consumers, thus making them more likely to engage your brand and also buy the products. So it has better a ROI while costs less.
Components of Inbound Marketing
There are three key components that the most successful Inbound Marketing campaigns have:
The core of any Inbound Marketing campaign is content creation. It is the tool or information that attracts potential customers to your website or your business.
Search Engine Optimization
It helps your potential customers easier find your content with search engine optimization. It is the practice of building your website as well as inbound links to your site in order to maximize and improve your position in search engines ranking, where most of your potential customers begin their process of buying.
The impact of your content can be amplified by social media. While being distributed across and discussed on networks of personal relationships, your content becomes more authentic and nuanced, and even more likely to draw qualified customers to your website.
The infographic figures out the differences between the two kinds of marketing solutions. Leave your comments below to let us know your opinions.