Reach out to potential customers by providing content, the new tactic for advertising and demonstration of expertise, and persuade those prospects to reach out to your business. Traditional advertising, email campaigns and PR, better known as Outbound Marketing, reach out to a broad audience that has been vetted for the presence of target customers, yet still includes many that fall outside of that profile.
Outbound Marketing “pushes” information about your company out to an audience that has not necessarily demonstrated an interest in learning about the company and its products and services. Moreover, Outbound Marketing assigns to the intended audience a limited role: buy the product or attend the event. Outbound Marketing usually costs more money than time to create and ROI can be difficult to measure.
Inbound Marketing is well-suited for the digital age and its use has grown tremendously as a result. Inbound Marketing is driven by content that functions as a “pull”, drawing prospective customers who are interested in posted content to read, learn and perhaps take action. Inbound Marketing lives on the internet. Slide Share, Google +, LinkedIn, Twitter, YouTube, company websites and other social media platforms receive content and those in search of information choose to visit those sites.
Content production usually costs more time than money to create and ROI is much easier to measure. Relevant white papers, useful videos and podcasts, research results, surveys and your blog or newsletter form the basis of high-quality content that delivers your message and your professional acumen wrapped in a package that prospects want to open. Prospects must take an active role and engage with Inbound Marketing content. They initiate and control the interaction.
When planning your Inbound Marketing campaign, be advised that it is not necessary to either provide a wide variety of content or post content onto numerous venues. The type of content provided, frequency of postings and selected platforms will be guided by target market preferences. Develop Inbound Marketing goals and devise an appropriate campaign strategy. Brand awareness, customer acquisition / retention and lead generation will no doubt top your list.
Be mindful that Inbound Marketing content is based on giving and not receiving (despite your goals). Prospective customers are hungry for knowledge and those who provide high-quality content will obtain trust, respect and top-of-mind status that is reflected when decisions are made to purchase your category of product or service.
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