Inbound Marketing is the term being used for the "change" that marketing has taken on in response to web 2.0. World Wide Web 2.0 provides platforms on which each of us can do our own publishing, create connections and share information .... all of which have allowed new marketing strategies to evolve! Prior to 2.0 the web was pretty much in "read only" mode.
Now, marketing communications & strategies are being designed to "attract" quality buyers. Traditional marketing, i.e. outbound marketing, pushed the message out to locations where it was hoped the right connections to create a "buy" existed. Marketing messages arrived as "interruptions" and if they could find buyers, great. They went for the complete sale in often just one-shot deals. Often referred to as "spray and pray"... outbound marketing is what has been used for many years in the business world via ads, direct mail, cold calling, seminars, and even email via paid for lists to a cold market.
Much of the confusion on how to take on the new interactive platforms available online now, I personally believe, comes from trying to make the traditional form of outbound marketing "work" in the new online environment. Too much expectation is placed upon each action taken and therefore people think they need to be creating ads every time they go online. Could contribute greatly to the "I don't have time for social networking" excuse given by many.
Now, marketing communications & strategies are being designed to "attract" quality buyers. Traditional marketing, i.e. outbound marketing, pushed the message out to locations where it was hoped the right connections to create a "buy" existed. Marketing messages arrived as "interruptions" and if they could find buyers, great. They went for the complete sale in often just one-shot deals. Often referred to as "spray and pray"... outbound marketing is what has been used for many years in the business world via ads, direct mail, cold calling, seminars, and even email via paid for lists to a cold market.
Much of the confusion on how to take on the new interactive platforms available online now, I personally believe, comes from trying to make the traditional form of outbound marketing "work" in the new online environment. Too much expectation is placed upon each action taken and therefore people think they need to be creating ads every time they go online. Could contribute greatly to the "I don't have time for social networking" excuse given by many.
Inbound marketing places its focus on the individual stages of the buying process. Because you have access to so many potential buyers at all different stages of the buying process, inbound marketing simply targets messages to each stage ... for example, some common stages include: unaware, interested, problem recognized, verification of solution, and sale! Messages are clearer, simpler to create, and carry lower expectations! You have lots of chances to "attract" .. no need for undue pressure!
Social media activity becomes easier, quicker, and a lot more interesting! A single thought for any of the buying stages makes the perfect post! Think small, just segments of an event, tell stories, pick specific benefits, id individual problems,etc. Again, the strategy is simply to "attract" those who are ready for the "stage of buying" you are addressing. Because of the number of people viewing feeds with postings, you just need to be consistent and know your purpose. Randomly choose one of the stages of your sale and put your message out there! The postings, if written effectively, will do their jobs and the bonding will strengthen and grow. Each interaction has a less complex job than that carried by a single message in traditional marketing, but each interaction carries so much more quality and is so much more effective!
An excellent summation of inbound marketing:
"By publishing the right content in the right place at the right time your marketing is relevant and helpful.... NOT interrupting."
Bottom line, you can better target your messaging, create stronger connections and build loyal and trusting relations. Can the right place at the right time be calculated? No, not down to the moment, but consistency and volume of viewers will allow it to happen on its own. You know the Jimmy Buffet song, "It's 5:00 somewhere!"? Well, given the quantities of opportunities you have for creating interactions and the volumes of people your content is placed in front of online, you are sure make some quality connections based upon the right content being in the right place at the right time.
There is lots more that can be discussed regarding inbound and outbound marketing. The techniques, the communication platforms, i.e . the pieces that support the individual messages that end up creating the whole.
Any of you who would like to discuss inbound marketing further are welcome to contact me! Your calls are always welcomed. Your thoughts on inbound marketing are also welcomed here. Please leave your comments!
Keep your business garden growing,margie
