First many of you are probably thinking what the heck is inbound marketing? It’s been around for a while but hasn’t had great exposure until recently.
Traditional marketing or “outbound marketing” is blasting your marketing messages outward. It can be in the form of TV commercials, newspaper and magazine adds, direct mail, email marketing and so on. The biggest question that surrounds this traditional method is how do you know your message is being heard?
Inbound marketing is establishing your company or yourself as the “subject matter expert” in your chosen field. You make relevant, timely, and current information, that your potential clients are looking for, available, and they’ll find you. When they do you have a prospect that is directly interested in the products or services you’re offering.
As I said this isn’t a new concept, why then is this just getting exposure? In a word, noise. There is such a glut of information thrown at us everyday it’s impossible to sort through the noise to get at the information we want. We are bombarded with email marketing, TV commercials that we all mute, direct mail that even if excellent provides a 2% hit rate. We are buried with stuff!
It is getting harder and harder to see an acceptable return on investment from traditional marketing methods.
If you can’t get the market’s attention, you can’t get them consider your products or services let alone buy them.
In my book, Bottom Line Focus, I talk about marketing being your platform to educate your market why they need the product or service you are providing, what to look for when they decide to buy in order to get the most value for their money.
The next step toward better sales results is convincing them that with all of the products or services available to them in your particular market, yours is the best value and the obvious choice.
Like someone said long ago, “build a better mousetrap and the world will beat a path to your door”. Update that and to say provide meaningful information and the world will beat a path to your website.