The growth in online technologies and networks has given rise to new marketing channels and strategies. Now, it's hard to gain a foothold in any market without an online presence, and a fusion of offline and online marketing brings new, imaginative campaigns.
Inbound Marketing is the process of attracting the attention of prospects, via content creation, before they are even ready to buy; it's one of the best and most cost-effective ways to convert strangers into customers and promoters of your business. Where Outbound Marketing interrupts your customer's schedule with content they may not want, Inbound Marketing puts out content that your customers would want for them to find and engage with you.
Inbound Marketing flips the relationship between you and the customer on its head. The content you produce places your client as an attractive prospect. Rather than going out to find your clients, which can be a more laborious and potentially less rewarding endeavour, you place content your client would like and let them come to you. Because your client has sought out your services, they are more likely to come back to you and utilise more of your services, becoming regular and long-standing customers. They are also more likely to recommend your services to people they know and encourage them to become your customers
Inbound vs Outbound Marketing
When you think about traditional marketing, you are thinking about a concept called "outbound marketing": pushing your marketing message out to a large audience and hoping for a response, a lead and new business. You'll have seen the tools before: commercials on TV and Radio, billboards, magazines, adverts on the sides of buses. Outbound Marketing is still an effective marketing tool. With the advent of the Internet, a new concept has joined the foray - "Inbound Marketing".
Inbound Marketing focuses on using specific quality content that brings your targeted customers into your brand. Think of it like fishing: it's the difference between going fishing with a rod, bait and equipment, and going carp fishing with a carp rig and carp bait. It's specifically formulated to reach your desired target with better accuracy, rather than fishing in a large body of water and hoping for the best.
Inbound Marketing isn't designed to replace Outbound Marketing, but by aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time. You can then use Outbound Marketing as your initial beacon, trying to get noticed.
The Inbound Marketing Philosophy
Inbound Marketing works on four main principles:
With our Hubspot Inbound Marketing Accreditation, we can provide our customers with the skills and strategies they need to be able to deliver the best quality Inbound campaigns they can, hooking this into their existing Outbound marketing strategy.
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