19 Nov Inbound Marketing vs. Outbound Marketing
Have you ever become frustrated with trying to market your business and not seeing any results? Are you tired of spending your entire marketing budget on ineffective tactics and pushing your messages out far and wide hoping that it resonates with someone… anyone?
Have you ever enjoyed getting a cold call by a telemarketer or irrelevant spam in your inbox?
The truth is, outbound marketing tactics of the past are no longer appropriate for most businesses and have become increasingly ineffective.
That is why marketers have started to change the way they market and sell from outbound to inbound.
Inbound is less about manipulation and more about genuinely helping people. It’s less about charm and more about empathy. It’s less about making a quick buck and more about building a brand people want to buy from.
Inbound focuses on attracting the right kind of prospects to your business and turning them into happy customers.
To do this, you have to understand the basics of the inbound marketing methodology.
It all starts with attracting the right customers through great content – and making it easy for those prospective customers to find that great content.
For this you need:
- A beautiful, user friendly website that can be viewed on any device
- Great SEO, so that search engines such as Google will be able to find you
- Content on your website that is helpful to your prospective customers
Next, you want to be able to convert those visitors into leads by collecting their contact information.
To do this, you need to offer something of value in exchange. Using your buyer personas as the foundation, crafting resourceful downloadable offers such as e-books, whitepapers, videos, or checklists you can optimize your website for lead generation.
The next step is “closing” those leads and turning them into happy customers through lead nurturing and marketing automation tactics. You want to make sure that you stay top of mind for when those leads are ready to make the purchasing decision.
Finally, and most importantly, is establishing brand loyalty, and in order to do so you need to continue to show your customers that you value them. After sales nurturing is as important as pre- sales nurturing… you want those customers not only to come back for more – but to also bring their friends along, when they come back for more!
One of the best things about inbound marketing is that every step of the marketing journey gives you the capability to measure, analyse and optimize. So the better you get to know your prospects, the better you can make their journey to discovering, purchasing and enjoying your product or service.
Stop wasting your time and money on expensive marketing campaigns that doesn’t give you a return on investment, and start using your marketing budget on tactics that work – ones that are measureable, optimizable and aligned with how your ideal customers want to be marketed and sold to.
Image source: http://www.optimed.co.uk