There is a growing opinion that traditional marketing tactics are broken and no longer effective.
This refers to methods where companies bring their marketing messages to the audience, whether they are wanted or not. These methods are usually interruptive, disruptive and non-targeted.
Do you fast forward TV adverts? Throw junk mail straight in the bin? Groan inwardly when you realise you’ve answered a cold call? Bulk delete marketing emails that you didn’t sign up for?
When making a significant purchase, do you conduct online research first or do you trust everything the sales-person tells you?
The Inbound Methodology
Inbound Marketing is the way to do sales and marketing in a connected world, that respects the buying behaviours of customers in a technological age.
It also allows any business to be competitive and attract customers.
You no longer need a huge budget to run a telemarketing or direct mail campaign to thousands of people, nor do you need to run TV ads, or ads in national newspapers. These expensive forms of marketing are outbound, and they tend to require more resources to work effectively.
With Inbound, all you need is to create and promote content that is helpful, useful and informative – and directly relates to your customers’ key problems/challenges. If you can create the right content and distribute it in the right way (and attract people to it with search engine marketing) then you are able to compete with the big players in your industry.
Inbound Makes Sense
This probably sounds familiar because it’s similar to the way that you buy. People respond better to marketing when they’re ready. Inbound leads have a close rate of 14% whereas outbound has a 1.5% success rate.
Inbound joins all of your marketing tactics together. SEO, PPC, blogging, social media, Email Marketing, Conversion Rate Optimisation, web design etc. have all existed for a long time as part of Digital Marketing, but they are often siloed.
By using buyer personas, buyer’s journey, promoting the same content etc. Inbound Marketing joins everything up – making marketing more of a cohesive experience, not something that different members of your team all contribute to a part of.
Inbound Develops a Healthy Relationship with Customers
Rather than sending out email blasts and bombarding people with cold calls until they finally give in and you take their money, Inbound marketing just feels better. You have a good relationship with your customers as you’ve been providing them with content that they genuinely enjoy and find useful. They open your emails and read the blog posts you link them, as well as downloading your premium content offers. They don’t delete your emails on sight and avoid your phone calls.
This makes it easier to sell to them again in the future because they are engaged and willing to listen to you.