Inbound Marketing


What is Inbound Marketing?

Promoters don’t just materialize out of thin air: they start off as strangers, visitors, contacts, and customers. Specific marketing actions and tools help to transform those strangers into promoters.
Tailor your content to the wants and needs of the people who are viewing it. As you learn more about your leads over time, you can better personalize your messages to their specific needs.
Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.
Content creation, publishing and analytics tools all work together like a well-oiled machine – allowing you to focus on publishing the right content in the right place at the right time.
Create targeted content that answers prospects’ and customers’ basic questions and needs, then share that content far and wide.

Make marketing people love.

By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive. Now that’s marketing people can love.


Inbound vs. Outbound Marketing

1The Price of Inbound vs. Outbound
Outbound marketing is a very expensive endeavor. The average cost per lead in North America is significantly less when using inbound marketing strategies

The costs associated with outbound marketing often involves printing and mailing materials or spreading your message through television, radio or other media, making it out of reach for smaller businesses. Inbound marketing is less expensive and anyone with the right skills can do it. You create your website and blog with content that is targeted to your primary market and with a good content marketing strategy, you can attract prospects to you. You do most of the work on the front end building your site, optimizing with SEO and building a website traffic strategy. Social media is a relatively inexpensive way to find your target market compared to traditional advertising and print media. According to Hubspot, over the last 6 months, companies are relying more on Social Media, Blogging, Email Marketing and SEO for lead generation than traditional, outbound marketing.
2It Offers Better Two-Way Communication
One huge advantage of inbound marketing is that it’s a form of two-way communication where the customer interacts with the business in a dialog. They post on the company’s Facebook wall, comment on business blogs, or take part in contests. When they participate, they become invested and engaged. People want to be in control of the information they get and this makes them more receptive to your message. A great example of a successful inbound marketing campaign that illustrated this beautifully is the Barack Obama 2008 presidential campaign which was unprecedented in its use of social media to engage, motivate and respond to voter’s needs.
3People Won’t Tune out your messages. Period!
Outbound marketing means putting your message in front of people whether they want to hear it or not. As a result, its techniques are often intrusive and annoying. People have begun to tune it out. Inbound marketing puts your message in front of your target market and if you employ the right content marketing strategy, they will be compelled by their own curiosity to see what you have to offer. In fact, blogging can yield 13 times increased ROI over a year.
4Inbound Marketing for Non-Marketers
Inbound marketing doesn’t feel like marketing. To market traditionally through direct mail or cold calling takes a certain amount of aggressiveness and sales skill. With inbound marketing, you provide valuable content like whitepapers, infographics and blog posts that help attract your ideal customer. It’s not “selling” in the traditional sense, so it’s more appealing to those who hate the image of the pushy salesman and may feel uncomfortable pushing their message.