Most businesses require more than one type of Internet marketing strategy, but marketing methods are beginning to change direction. The trend in marketing is beginning to move away from traditional methods that involve finding leads and reaching out to prospective customers. Rather than continuing to focus on those outbound techniques, many marketers are now putting more effort into inbound marketing.
A growing number of businesses are building sales revenue by leaving a trail of content which allows potential customers to find them. Inbound marketing can lead targeted traffic from various sources to a website that acts as a hub for the business. It’s also effective for directing people towards using a local service or getting involved in an offline activity.
How Inbound Marketing Works
Inbound marketing works by pulling in prospects, rather than pushing out marketing material through traditional marketing methods.
Traditional methods such as advertising and direct selling are obviously trying to get people to spend money. With inbound marketing, however, it does not appear to a prospective client or customer that what the are viewing or hearing is designed to make a sale.
It’s well known in the advertising industry that there is a better chance of persuading people to make a purchase with content that does not look like an ad. When it appears to be an editorial, a video or a blog post, people who are viewing it out of interest are not feeling psychologically defensive against being pitched towards spending money.
Inbound marketing works more on mentally preparing consumers to arrive at point where they are likely to respond to a question in the affirmative. When they have discovered a solution they are prepared to purchase or order whatever it is they now believe is required.
Most people automatically try to block out anything that looks promotional or is obviously some form of advertising, but consumers who are actively looking to buy something can be led to what they want from a review posted on a blog, a video they have just viewed or an ebook they have read.
Inbound Marketing Strategies
The following techniques can all be used for effective inbound marketing:
- Content Marketing
- Lead Generation
- Social Media
- & more
How Effective is Inbound Marketing?
The reason why more marketers are changing direction to focus on drawing visitors from content that can be found on blogs, websites and social media is because it’s proven to be more effective. Using SEO in combination with these Internet marketing strategies brings a website or a business to the attention of people who are looking for the precise information, type of product or service it can provide.
When people find helpful content through a search engine, via social media or on a blog, they do not regard it in the same way as they would a promotional email or paid advertising. By the time they arrive at a website from a link they have found for themselves, visitors are already interested in using the service or making a purchase.