When I was asked to write about ‘Inbound Marketing’ I thought easy peasy I have completed the HubSpot certification course I know this topic pretty well! Guess what something I didn’t know was the term ‘Inbound Marketing’ was actually coined by HubSpot CEO Brian Halligan so the training I’ve done must be pretty good! But something else I didn’t really think about it is I could write and write and keep writing content to share my knowledge but you’d probably lose interest so let’s sum it up!
Good old Wikipedia gives quite a good description...
“Inbound marketing provides information, an improved customer experience and builds trust by offering potential customers information they value via company sponsored newsletters, blogs and entries on social media platforms.”
Sounds all good eh? Well if you haven’t lost interest yet and your keen to understand how Inbound Marketing might fit into your life then check this out.
SO WHY INBOUND?
IT’S ABOUT CREATING MARKETING THAT PEOPLE LOVE.
Before understanding why inbound is transforming the way the world does business, let’s take a moment to think about traditional marketing.
In traditional marketing, companies focus on finding customers. Generally, they use techniques that are interruptive. These techniques could be anything from cold-calling and print advertising to TV commercials and junk mail.
But technology is making these techniques less effective and more expensive. Caller ID blocks cold calls, DVR makes TV advertising less effective, and spam filters block mass emails. It's still possible to get a message out using these channels, but it costs a lot more.
Traditional marketing is interruptive and marketer-centric. The traditional way of doing things is convenient for the marketer, because they can push content in people’s faces whenever they want – even when those potential customers don’t want it. But it’s not such a great experience for the user – the potential customer.
Inbound Marketers flip this model on its head. It’s customer-focused. It’s helpful. Wouldn’t you prefer to deal with a business that is focused on your needs instead of their own? So if this is starting to excite you and your thinking how can I change my Marketing Strategy to include Inbound Marketing then flick us an email and we can get started.