Inbound Marketing: Why I Should Care

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What is Inbound Marketing?

Inbound Marketing is an evolved marketing strategy based on the real-time habits and interests of your customers. TV ads and cold calls are less effective in today’s marketplace because clients are more educated and tech savvy. They can and do actively search and compare products and services.

Basically, it boils down to this: you provide your customer with valuable content for a small price — their email address. This serves as an invitation to the person signing up to “be in the loop” and receive information relevant to your service or product. The information can be presented in several ways, from blogs to podcasts to webinars. Inbound Marketing is done via SEO, Social Media Marketing, and Content Marketing. A personalized, multi-layered approach helps promote a community feel.

Four Core Principles

Inbound Marketing is based on 4 core principles: Attract, Convert, Close, and Delight. A successful strategy effectively turns virtual strangers into promoters of your business in the process. This is because inbound marketing builds a level of trust between the consumer and business by offering valuable content pertinent to the customer’s needs and interests. Those who receive the information feel like they are receiving useful information, even if they don’t read all of it all the time.

Inbound marketing is different than other forms of marketing because it revolves around drawing customer toward your services as opposed to reaching out to get their attention. It allows you to stay relevant to your audience by posting tailored information at the optimal time to maximize engagement.

Who Benefits Most from Inbound Marketing?

-Non-profit organizations

-Membership organizations

-Political Campaigns

-Doctor’s offices

-Senior living facilities

-Construction companies

Inbound marketing tends to be received best by audiences that are fairly tech-savvy. For example, the younger generations are especially adept at using social media and listening to podcasts. However, social media immigrants (the boomer generation and beyond) are becoming more and more comfortable interacting with technology.  Consider these statistics from Pew Research and Forrester:

-27.4 million adults 55+ engage in social networking to communicate

-18 % of Twitter users are 50 and older

-The average annual amount spent online by adults 50+ is $7 billion

Based on these stats, most, if not all businesses could benefit from an effective inbound marketing campaign!

Why Should I Care About Inbound Marketing?

Inbound marketing is the natural evolution of marketing. The reality is that expanding your presence via search engines is vital for maximizing traffic to one’s website. And maximizing traffic is instrumental for increasing sales.

Most people do research online before they make purchases. In fact, people research an average of 10 pieces of information about a product or service prior to making a purchasing decision. Two things greatly affect how we buy and who we purchase that item from. We all like to buy from who we trust, and typically gravitate to a “top of mind” service or product because we recognize that brand. Inbound marketing achieves both goals in a less forceful way. It is no longer necessary to constantly jog someone’s memory, trying to convince them to buy your specific product or service. Instead, the customer will think of you rather than you always having to remind them that you exist.

Those who may be averse to more traditional marketing tactics such as cold calling may benefit from the inbound marketing structure. You can promote your business in a way that doesn’t bombard the potential customer, or a prospect not interested at all in your product or service. The bottom line is that an effective inbound marketing strategy generates leads. And we could all use more of those!

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