When most people think of marketing, they think of advertisements, commercials and billboards that feed consumers messages during their everyday life. Companies spend money ensuring their message is heard, but many of these efforts are lost because today’s average consumer tunes out these messages – 53% of consumers don’t trust advertising. As a result, it’s necessary to use a new approach. Instead of only pushing out unproductive content and begging to be heard, inbound marketing ensures you’re noticed when it matters most.
What’s it all about?
Inbound marketing is a strategy based upon one simple idea – let your consumers find you. Essentially, it helps consumers find your company right when they begin making decisions and when they are paying attention, instead of you seeking them. This method makes the most of your efforts through association. For example, if a customer is interested in apple juice and follows Motts on Twitter, they are reminded of Motts in their everyday life, and eventually think of apple juice and Motts synonymously. When they go to purchase apple juice at the store, there is only one option– Motts. It is best put by Mike Volpe, CMO of HubSpot, “Don’t interrupt what your buyers want to consume – BE what they want to consume.” Inbound marketing brings attention to your brand organically, to those who are already interested and seeking out information, making you seem more relevant and trustworthy.
Why should I do it?
There are many benefits to inbound marketing:
The first is brand building. As previously mentioned, inbound marketing makes your organization relevant, building credibility and trust with consumers. This relationship with consumers helps to create a positive brand image.
Another benefit to inbound marketing is its feasibility. Many organizations already have the basic tools needed, such as a website and social media accounts. Instead of devoting resources to the traditional model, allocate some to your own platforms of communication.
Inbound marketing also costs less than traditional marketing models. Instead of providing varying content in the hopes of attracting customers, publish specific content for which consumers are already searching. This allows you to produce less content while yielding the same traffic, if not more, while saving money. According to Demand Metric, a global marketing software provider, “Content marketing costs 62% less than traditional marketing and generates about three times as many leads.”
Alright, how do I do it?
In order to successfully pull off an inbound marketing tactic, you must create current and high-quality content related to your business. Constant engagement with your potential consumers will allow them to feel comfortable relying on your business, converting them from interested customer to loyal customer. When creating your content, focus on the average customers’ issue without mentioning your business. This keeps the content from feeling like a sales pitch — losing the consumers’ trust. It is also necessary to be patient with the results. Growing trust online and building followers takes time, but will be well worth it in the end.
Be heard, be trusted and be efficient by adding inbound marketing to your strategy.