In the first part of our introduction to inbound marketing, we defined the inbound marketing methodology and highlighted some of the differences between inbound marketing and outbound marketing.
Today, we’re going to expand on that by highlighting three reasons why your company should choose to employ inbound marketing as a supplement to your traditional marketing methods.
1. Today’s consumers are empowered by technology
Advances in technology have shifted the marketing model, making it more consumer-centric than ever before. Not only can customers conduct their own research into the products they want to buy, they can easily compare historical pricing and get immediate feedback about an organization from current and past customers. Inbound marketing ensures that your company is visible in the places where consumers are searching for you, and that your company stands out from competitors by being interesting. By providing value up front, inbound marketing validates your ability to meet customer needs at the exact moment customers find you.
2. Access is changing
Formerly effective promotional tactics such as telemarketing, television advertising and even online banner ads are seeing a decline in impact as new tools are developed to block what consumers consider interruption marketing. Because methods of communicating with companies and decision makers are changing, business development teams have to change their methods as well. Inbound Marketing methods such as email newsletters, lead capture forms, social media and SEO offer the opportunity for a more effective level of access, giving consumers the choice of permitting marketers to contact them if, and only if, they identify a product or service they want to know more about.
3. Relationships rule
An effective inbound marketing cycle puts an emphasis on personalization and relationship building, which in turn delivers prospects that are predisposed to your product or service. These prospects are more likely to become customers than total strangers and cold calls. Even better, inbound marketing goes a step further, serving as a method to convert customers to evangelists capable of spreading the word about your good work far and wide. Because inbound marketing takes place throughout the decision-making process and continues after a purchase is made, companies that focus on delighting customers create a strong cycle that serves to improve trust between vendor and customer in between purchases.
Jason, for the team at Kendall Press