Inbound Marketing is the best form of marketing to attract customers and grow your business online
these days.
Opposite of outbound marketing, where company tend to try out various channels to
send out its message to their target audience, Inbound marketing refers to the methodologies
where customers find you when they need you.
these days.
Opposite of outbound marketing, where company tend to try out various channels to
send out its message to their target audience, Inbound marketing refers to the methodologies
where customers find you when they need you.
Let's consider two different situations:
First situation is the one where a company uses outbound marketing to reach out to their customers.
Mission: To reach out to their target audience & convey the marketing message.
Process (What they do?):
They initiate their outbound marketing plans & campaign.
They decide which marketing channels to target (Billboards, stickboard, pamphlets, outdoor advertising,
TV ads, Newspaper articles, Press release, etc) according to their budget.
TV ads, Newspaper articles, Press release, etc) according to their budget.
They now design their product graphics, brand & all.
Based on their budget, they try to reach the maximum of their target audience as far as possible
and try to convey their message (be it the new product announcement or anything else) .
and try to convey their message (be it the new product announcement or anything else) .
Pros:
- They reached to their target audience.
- They could convey their message to them.
- That large billboard, pamphlets could help attract the passerby eyes to their company products
or message. - Those Television Ads definitely could give them a new branding since people are now aware
about their new product. - And of course, Those newspaper articles and press releases gave them a wide popularity and
created a buzz for their new product in the market now.
Wow, pretty good, isn't it. Yeah, of course. But do you have any idea How much money they had to
burn in order to achieve this goal. Tens of Thousands of dollars, if not millions.Don't trust me.
Just find out the cost of Tv Ads & Newspaper listings in your area and you would come to know
what I am talking about.
burn in order to achieve this goal. Tens of Thousands of dollars, if not millions.Don't trust me.
Just find out the cost of Tv Ads & Newspaper listings in your area and you would come to know
what I am talking about.
This is the reason, only bigger agencies and large corporate could afford such large marketing
campaigns in the past days. As a result, small businesses could never grow big.
campaigns in the past days. As a result, small businesses could never grow big.
Cons:
- Need large bucks to run outbound marketing campaigns
- Takes a lot of time.
- You cannot measure the result since it is nearly impossible to keep track of people who ordered
for your products by seeing Tv ads, newspaper or any billboards. So, you can’t measure what
channels are referring you customers. However, you can only make a certain assumptions.
In contrary to this, The second situation id the Inbound marketing, which does not emphasise on
finding customers & targeting them. Rather, this modern approach to marketing includes a sort of
mechanism where people already search for your products & services and all you need to do is to
present yourself at the right time.
finding customers & targeting them. Rather, this modern approach to marketing includes a sort of
mechanism where people already search for your products & services and all you need to do is to
present yourself at the right time.
So, what’s the right time to pitch your product or message?
Of course, when people are searching for them.
So, how'd you know that?
Welcome to 21st century, my friends. People no longer keeps an eye at your billboards on the
street now. They tend to spend more time on their mobile devices, than on the streets.
street now. They tend to spend more time on their mobile devices, than on the streets.
More than 70% of the world are online today, searching for different things on the web.
People nowadays research more for a product, than ever before.
Just consider yourself. What do you do when you have to buy a new cloth.
Well, I first google for what I want.
Probably like "Buy jeans near me" or something like "where can I buy jeans in (your city)".
And when a bunch of search result appears on my screen, I just go across some of them, see few
products and finally end of buying a new cloth from one of them. probably the one which had better
offer, product quality and price.
products and finally end of buying a new cloth from one of them. probably the one which had better
offer, product quality and price.
This gives birth to a new form of marketing, which is usually called Inbound marketing where you
don’t go & find for your targeted customers. Infact, your customers are already finding for your
business. All you need to do is to appear to them when required.This is as simple as that.
Inboud marketing is the best process to get qualified leads and overall business branding,
says Nick Dumitru, CTO of Think Basis, A Marketing Consultant Toronto company
don’t go & find for your targeted customers. Infact, your customers are already finding for your
business. All you need to do is to appear to them when required.This is as simple as that.
Inboud marketing is the best process to get qualified leads and overall business branding,
says Nick Dumitru, CTO of Think Basis, A Marketing Consultant Toronto company
Process:
Select a workplace, which simply means to select your domain, hosting, platform and establish your
business online.
business online.
Optimize your platform (website, online marketplace, social media, etc) for search queries
such a way that you appear in the top position of result when those keywords are being searched for.
such a way that you appear in the top position of result when those keywords are being searched for.
This is where the power of SEO comes in action.
Create a buzz for your brand across social media & blog community.
Attract your customers for your brand using the miracle of Blogging.
Delight your customers with a wonderful products & offering.
And finally surprise them with your wonderful customer relation experience.
Pros:
Customers reach out to you when they need you. you don’t need to convey your message to every
people. One who wants it are already coming to you through searches.
people. One who wants it are already coming to you through searches.
You can track your customers (their geography, interests, demography, behaviour, etc)
- Increases conversion rate
- Less expensive
- Can be done from anywhere.
- Great source for branding since more than 50% of people in the world uses social media.
- Targeted advertising can be achieved with greater accuracy & results.
- Even small business owners can afford these sort of marketing and achieve success.
- This creates a competition and a better value for money for customers as well.
Cons:
- Only fit for business whose customers are based online
- Needs consistency
Final Thoughts
Most of the people these days hang on social media, be it for communication, information or
entertainment. The world has become online. However, investing your bucks on pamphlets & billboards still work to some extent. But when it comes to targeted marketing & measurability, nothing can beat Inbound marketing in this century. And This is only the reason most of the company have started shifting their marketing budgets towards Inbound strategies than ever before.
entertainment. The world has become online. However, investing your bucks on pamphlets & billboards still work to some extent. But when it comes to targeted marketing & measurability, nothing can beat Inbound marketing in this century. And This is only the reason most of the company have started shifting their marketing budgets towards Inbound strategies than ever before.
What do you think about the Inbound marketing for your business? What benefits have they
brought in order to grow your business online? Do let us know your thoughts in the comment below.
brought in order to grow your business online? Do let us know your thoughts in the comment below.
