Inbound Marketing; How Inbound Marketing brings customers to you.

Traditional Outbound Marketing

Most of us grew up in a world dominated by traditional (outbound) marketing. This strategy includes any medium that pushes products or services on customers.

3 Common Examples of failing traditional Marketing:

  • Cold Calling: People use advanced call blocking software to avoid constant sales calls, which have also been associated with scams in the new age of technology. Also, younger people are reluctant to pick up for any unknown number.
  • Print & TV Advertising: Print and TV ads are one way to still reach potential customers; but this is not tailored to any specific group. To add to that most people do not open their mail anymore; traditional mailing has simply become obsolete. With the introduction of applications, such as Netflix and DVR, people are no longer stuck watching commercials on their favorite channels.
  • Spamming Emails: This has fallen off the face of marketing. People now understand what to search for in a spam email. Nowadays people simply understand that blocking potential threats in our emails is a necessity.

This method of attracting customers has become dull and outdated in recent years due to the explosion of the internet; as well as the introduction of smartphones and tablets. Almost everyone has access to any information they want, wherever they want it.

People search for content describing their interest in certain products or services and base purchases off of what they’ve discovered. This leads us to the new age of marketing and sales, also known as Inbound.

The Rise of Inbound

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Highly advocated by Hubspot, one of the most innovative tech marketing firms in the world, inbound is the new age of marketing. To dive into more detail on the statistics, check out Hubspots’ article Inbound Marketing.

Inbound has exploded in the 21st century. With the ability to specifically search for products and information on the internet, consumers are no longer responding to traditional marketing and sales techniques.

So what is Inbound Marketing and Sales?

Inbound means, in its simplest form, exactly what you’d expect from the title. To draw customers to your product, customers are inbound and not pressured into making purchases they have no interest in.

This is done by funneling potential clients to your product or service using the web and new age software, such as Hubspots CRM, to track, analyze, and direct marketing campaigns towards your intended viewers.

How traffic is driven to YOUR product, the 3 main steps to be successful with Inbound!

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  1. Knowing your customers.
    • The first step is to know who your prospective clients are. Then, by providing valuable content through these mediums, we gain trust with our potential clients. We can track demographics, purchase trends, visitors, and spread the word to millions using social media and blogs.
    • Since we can research and track customer information and product interests; we can tailor the way our content is presented (phrasing, layout, etc.).
    • Finally, we base our content on the customers that we already know and in return similar consumers will find the same information useful and ultimately drive them to your product or service.
  2. Drawing customers to you. “Inbound”
    • This step comes with the content that you are able to create; which is directed at your specific client interests.
    • In order to reach as many people as possible it is important to make your attention grabber and content page relevant and accessible through a variety of mediums.
    • These mediums are web-based and include:
      1. SEO: Search engine optimization is the action of making your website or blog post relevant to what your consumers are searching. This means that when a topic is typed into a search engine your page will be one of the top results.
        • It can be accomplished through strategically placed keywords and by creating a network of trustworthy business relationships.
        • You may also use analytical programs and pay-per-click advertising to boost your results in the main search engines.
      2. Social Media: With the explosion of social media in recent years, it is possible to get millions potential customers to your content pages.
        • Twitter, Google+, Tumblr, Facebook, Instagram; all of these applications can increase your visibility by an astronomical amount.
        • Young people these days no longer connect and search for information the way it has been done for the past 200 years.
          • Our news is given while we scroll through our timeline or see an interesting product or service that a trustworthy source has already recommended or reviewed.
        • With millions (even billions) of new consumers using social media it is no surprise that this type of marketing is making waves.
      3. Blogs: Blogging is a huge business these days. You not only have the ability to reach your customers and give valuable information on any topic you can imagine; but you can also monetize the blog itself through advertising and repeat viewers.
        • Blogs can be about anything and when done properly will rank highly on search engines.
        • The better your content and the higher level of trust perceived by your audience, the more likely you will reach the largest amount of potential buyers.
        • Also, you have the ability to integrate these blogs into your social networks. Which will generate new repeat visitors to your blog, help gain a trusted image, and increase the likelihood of viewers reading on and eventually purchasing your product or service.
  3. Finally, selling to your new tailored followers.
    • As I mentioned previously, we get new visitors to our sites, blogs, and social media by creating valuable and trustworthy content. Now how do we turn that content into sales?
      • Well, the job is already done. If you have the right funnel for your viewers they are already interested in what you have to offer.
      • By providing the right content, they trust in your review and will eventually expand their interests to what you are offering.
    • Upfront sale. Usually we see a customer that is skeptical of a product. If we’ve done the inbound process correctly then you will have a greater chance of making a sale.
      • Usually, something is offered to the consumer. I.e. free eBook, membership, or small purchase to learn more about the products and their quality.
    • Back end sales. These come after a client has been given the opening attention grabber and is interested in using more products from their new trusted provider.
      • Through customer support, cross-selling based on individual needs, and by creating a personal and professional relationship with your clients; we can begin to see how they will be enticed to make another (preferably larger) purchase.
      • On top of this we have also gained a client and if CRM is done properly then we have as long as we want to continue to sell to these new client acquisitions.
    • Updates and customer service.
      • Everyone wants to be treated like they’re special. So why not give the customer what he or she wants. Excellence in customer service and support will skyrocket both your credibility and ability to retain customers for the long run.

I hope this is helpful to those who are seeking new methods of marketing in the technologically driven world that we live in.

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