High visibility marketing within targeted online channels enables 2 The Top Marketing to draw clients to a web site for lead generation and increased sales. Through the use of content marketing strategies, social interaction, and search engine placement a business can earn the trust of potential clients and engagingly pull them into their web site. The converse of inbound marketing is ‘interruption marketing’ or ‘outbound marketing’ where, through traditional media, a marketing message is pushed to a broader and less focused audience. Inbound marketing is based on the principle of establishing knowledge and expertise in a particular market-place by offering informative and useful content for a brand development, product recognition or strengthening a business identity. Often times, the more free and insightful information that is provided the higher the return rate will be. The difference between inbound and outbound marketing is substantial with one forcing a marketing message while the other offers information to a web user actively searching for it.
Outbound marketing is on the decline as more cost effective and targeted inbound marketing campaigns are returning greater results. In fact, inbound marketing costs 50% to 60% less (depending on the specific market) than outbound marketing techniques that are more traditional. With the addition of DVRs and online viewing of television shows, many TV advertisements are skipped and over-looked. Almost 50% of direct mail pieces are never opened and immediately discarded while web users are rapidly unsubscribing from opt-in email lists and leaving web sites due to garish advertising. The worst is telemarketers with pushy sales tactics that tend to make more enemies of a business than create sales. The intensity of ‘in-your-face’ marketing has increasingly low conversion rates when compared to inbound marketing opportunities.
Inbound marketing campaigns make use of information distribution through site content, search engine ranking, white papers, social media, e-books, podcasts, infographics and developing a targeted readership for a company blog. Quality and solution based content is then spread across the web through social marketing channels, internet marketing and content syndication to reach an audience that is aggressively seeking that content. Give people what they want when they need it; a simple idea that is often overlooked by many marketing agencies.
It is no surprise that conversion rates for inbound marketing are much higher than that out of outbound marketing campaigns. The nature of the two marketing techniques demand this. Simply looking at how each method interacts with a potential client, one method, inbound, is extremely targeted while the other, outbound, is far more broad based. Outbound marketing is similar to a door-to-door salesman repeatedly knocking on doors, interrupting home-owners at inopportune times, to ambush them with products or services that are not necessarily needed. Vacuum cleaners, lawn care, and magazine subscriptions are hawked on the sellers time-frame and under their rules. Flip the coin to inbound marketing where products, services and information become available to potential clients on their timeframe and when they are actually needed. One method tries to ‘push’ while the other functions as a provider of solutions precisely when a potential client needs them.
Inbound marketing is driven by content designed to educate consumers or provide them with answers to a problem. This content is an opportunity for a brand to interact with a potential client and build rapport. It is a personalized approach of being a provider rather than a product marketer. But it is never a one-shot deal and that’s where most companies fall short with their inbound content marketing. Building a brand takes numerous touches with a client to establish credibility and prove that they are worthy of buying from. It isn’t just about having the best service or product, it is about proving the best value to the consumer.
One of the best methods of inbound marketing is search engine placement as it captures an audience of web users who are actively searching for exactly what your business has to offer. Being a solution provider at a time of need multiplies conversion rates, and increase both site traffic and sales. The idea is a very simple approach for increasing sales; put your product in front of a customer exactly when they need it. With search engines a customer can be reached that wants what you have so badly that they are spending their own time and energy to hunt for exactly what your business offers. Simply be where they are searching, feed them what they want at a good price and provide great customer support. With search engines currently being drawn to sites with substantial original content and with a powerful content marketing campaign, web sites can increase in page size and marketing strength.
Local search marketing for walk in stores and businesses is a critical aspect of search engine placement. Local Business Profiles provide ample company info, reviews of a business and easy access to phone numbers, addresses and web site for quick click inbound traffic.
Inbound marketing involves creating synergy between a brand and multiple types of media. Content driven marketing can take the form of video, text, images or even audio. Each format targets a specific audience but when synergistically combined they can create a powerful marketing campaign for strong product or business branding.
YouTube or Vimeo (Video)
Flickr or Instagram (Images)
Social Media (all forms of media)
Web Sites (all forms of media)
Blogging (Copy and all forms of media)