Inbound Marketing is the marketing method where a marketer promotes his product/service to a crowd that has already expressed their interest in the same or similar products. Examples of inbound marketing are blogging, social media promotions and public speaking. Television commercials, newspaper ads, radio and pamphlets are good examples of outbound marketing. Inbound marketing opens new possibilities to promote your products and communicate with your customers as you build your brand’s reputation.
Promoting your content through channels like social media will add relevance while giving you greater reach. Inbound marketing sells a product to those that are looking for it. For instance, with TV commercials, a massive campaign costs millions of dollars in the hope that potential customers will want to buy the product and that sales made will be more than the marketing costs. Inbound marketing on the other hand sells the same product to those that already shown interest in it by searching for the product on the internet or using other ways.
Most TV (and YouTube) commercials are not targeted to specific customer interests. While an interesting ad may come up on your YouTube feed every once in a while, what we often see is a rise in purchase of spam control software, YouTube ad blockers and people who record their TV shows so that they can fast forward through the ads. With inbound marketing you get an informational conversation, not an ad.
Inbound marketing involves providing valued content to your potential buyers with hope to gain more insight into their lifestyle, decision-making processes and choices and thus, be of value to them. Value can be exchanged to gain information on how to better serve customers hence improve branding, increase recurring sales, have greater marketing reach and result in increased leads.
Successful inbound marketing will ultimately increase your brand’s credibility since it will push your online marketing efforts to the top of Google’s search results, which makes you an authority in your niche allowing people to trust you more and increase traffic to your website at the same time. It also means that the further down you are in Google’s search results, the less people will trust you.