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INBOUND MARKETING

What is Inbound Marketing?

The world has changed. Buyers have new ways to find what they are looking for. The entire world's marketplace is now in the palm of their hand. Are you ready to compete? 
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Deny it all you want, but like it or not, the world is moving away from traditional, outbound marketing - cold calling, direct mail, print, radio, TV and trade show advertising – and toward inbound marketing techniques.

Inbound Marketing tactics focus your marketing dollars on people who are actually looking for your products and services, as opposed to using interruptive methods to coerce people into buying. It focuses on attracting customers through content and interactions that are relevant and helpful — not interruptive. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media.

Unlike outbound marketing, inbound marketing does not need to fight for potential customers attention. By creating content designed to address the problems and needs of your ideal customers, inbound marketing attracts qualified prospects and builds trust and credibility for your business.

Buyer behavior has changed forever. This means that the time has come for companies everywhere to either get on board or get out of the way. There’s no going back to the old way of doing business. To truly understand this new shift in buyer behavior, you need to take a look at how and why it came about.

In the beginning...

...before the invention of mass media, buyers everywhere relied on sales people and word of mouth to inform their purchase decisions. Then, advertising came along, which led to the development of tools to help spread marketing messages far and wide. We put those messages in front of people whether they wanted to hear them or not. We interrupted.

Today’s buyers have access to more knowledge from more sources than ever before. They ask questions, get answers, read reviews, do comparisons and start conversations with people they’ve never met – all via the Web, all on their own terms and all in their own time.

Unlike outbound marketing, inbound marketing does not need to fight for potential customers attention. By creating content designed to address the problems and needs of your ideal customers, inbound marketing attracts qualified prospects and builds trust and credibility for your business.

Look at your own buying behavior.

Chances are you’re researching – via the Internet – the potential purchase of any services or merchandise long before you ever step foot in a store or give anyone a call. When was the last time you answered your phone if you didn’t recognize the caller ID? How often do you read direct mail sent to your office or your home? Do you watch TV commercials when you DVR your favorite shows? Today, you have to earn the attention of prospects, not rent an audience. Buyers are looking for informative, educational content followed by a consultative, guided sales process. As a result, the traditional advertising and outbound marketing techniques that worked so well over the past century don’t perform like they used to. Faced with that reality, you have two options: continue with the old-school tactics or start the process of transitioning to inbound. 

The Inbound Methodology.

Inbound Marketing is the best way to turn strangers into customers and promoters of your business. 


There are the four actions inbound companies must take in order to obtain visitors, leads, customers, and promoters: 


Inbound Methodology

 

  • Attract - You don’t want just any traffic to your site, you want the right traffic. You want the people who are most likely to become leads, and, ultimately, happy customers. 
  • ConvertOnce you’ve attracted website visitors, the next step is to convert those visitors into leads by gathering their contact information.
  • Close -You’re on the right track. You’ve attracted the right visitors and converted the right leads. Now you need to transform those leads into customers!
  • Delight -Inbound is all about providing remarkable content to your users, whether they be visitors, leads, or existing customers. 

 


There are several tools we use to accomplish these actions.


Things like blogging, social publishing, form creation, calls-to-action, landing pages, emails and more. This is called "Content". Content is what fuels the Inbound Methodology. When you create the right content, you'll effectively attract your ideal visitors, convert them into leads and close them into customers.

 


Inbound Markting publishes the right content in the right place at the right time. So instead of being interuptive, your marketing becomes relevant and helpful to your customers.


It's all about timing. Inbound Marketing provides content at exactly the right time. It builds trust and allows buyers to buy when they are ready. 

Are you ready to transform your business with Inbound Marketing?

Schedule a FREE Inbound Marketing Goals Assessment.

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Unlike outbound marketing, inbound marketing does not need to fight for potential customers attention.

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