What is Inbound Marketing?
Inbound Marketing is the view that with the rise of the internet, the basic proposition of how marketing in the past has changed drastically.
While in the past we used to not know if a product existed until someone came and told us about it and all of its features, now we can find out a lot by ourselves. In the past companies had more power. Customers couldn't know the price of their products or services as these were hidden away and you had to talk to a salesperson.
Today, with more and more information available online, you can often find pricing, product specifics, and comparisons to another competitor without having to talk to you or your salesperson.
Why Companies are Using Inbound Marketing
Many companies have found that their competitors have started answering the prospects' questions on their website using blogs, articles, ebooks, webinars, and more, therefore, allowing their salesperson to spend more time with those prospects that have already spent the time to learn who they are.
This has allowed for greater sales numbers, more qualified prospects, better-educated customers who aren't expecting the wrong things.
If the above isn't enough, inbound marketing also benefits the prospects. They are able to find answers to their questions thereby allowing your prospects to self-select out if your product isn't the right fit for what they're looking for. It also gives them a better impression of who you are as they didn't have to call or chat with you in order to only find out that they couldn't buy your product after all.
What makes up Inbound Marketing
Here are some tools that you'll utilize as part of the inbound marketing strategy:
- Social Media
- Lead Generation
- Email Marketing
Where to Get Started
If you're currently not doing any Inbound Marketing I'd recommend that you start with the following:
- List out your services on your site, who you do it for etc
- If you have any case studies or testimonials, post these onto your site
- This one can be controversial but I recommend posting your pricing onto your site. There's a whole chapter in a book below that I recommend that goes over this concept specifically.
Book: They Ask You Answer