“In a nutshell, inbound marketing is about marketing with a magnet, not a sledgehammer.”
The inbound approach for business is all about:
Inbound creates a remarkable customer experience from beginning to end, helping you build meaningful relationships. It enables you to have one-to-one relationships at scale; a winning formula for all businesses.
Inbound marketing encompasses everything from web page copy, blogs, videos, social media posts and eBooks to online paid media. Emailing your leads helpful content about your services, inviting them to events, or giving them the opportunity to talk to someone through live chat are all ways to provide value in the decision-making process.
Interruptive marketing methods like buying ads, buying email lists, or cold calling, simply don’t work like they used to.
Inbound marketing is different, it focuses on earning trust using educational content that draws quality leads and clients toward your website where they can learn more about you and your approach on their own terms.
Generating online leads has the power to transform your business – your website is your number one marketing asset and has the potential to be your number one salesperson.
By creating hyper-targeted content, clear calls-to-action, persuasive landing pages and forms for data capture, you can significantly reduce your cost-per-lead and deliver higher quality prospects.
The inbound marketing way of thinking employs two fundamental concepts to appeal to prospects based on how they do their research and specific areas they’re interested in.
Content: Create online content (web pages, blog articles, social messages etc.) optimised for search and social media to get found by potential leads and attract passive visitor interest.
Context: Understand what content pulls them through the sales funnel and use that context to automatically create bespoke experiences, personalising what messages and opportunities visitors see depending on where they are in the funnel.
Campaign actions revolve around detailed buyer persona development; meaning inbound strategies attract relevant, quality leads by offering targeted helpful content.
There are three major reasons why clients are sceptical about traditional interruptive advertising and cold calling and why they aren’t nearly as effective as they once were.
The media landscape has become insanely cluttered. There’s a magazine, TV channel, radio station, and a host of websites for every conceivable interest and each of those channels has become saturated with ads.
Clients are accustomed to false claims, so all ads — even the clever ones — are considered untrustworthy.
Ubiquitous access to tools and information has enabled them to dodge interruptive brand messages and instead seek out information when they’re ready.
Not only are people tired of being bombarded by intrusive ads, mailers, and cold calls, they have the tools – caller ID, ad blockers, spam-filtering software – to evade the messages that don’t interest them.
