Inbound Marketing is a marketing method used to help businesses become found by their target customers. This is a different approach from what most companies use better known as “outbound marketing.” Outbound Marketing are marketing, advertising and sales strategies such as cold-calls, print, outdoor and radio advertising, direct mail, email marketing (aka spam), TV commercials, trade shows etc. This method focuses on finding customers. These traditional marketing methods are widely used and are good to add into your marketing mix, if you can afford it. But if you’re a small business, you may struggle paying and justifying these traditionally higher advertising fees.

Technology has made these marketing strategies less effective and harder to justify ROI (return on investment). For example, many people may not have a land line or use caller ID to screen telemarking calls, DVR’s enable people to record their favorite shows and “fast forward” through commercials, many people are switching to satellite radio to avoid having to listen to radio ads and spam filters are better than ever. See where I’m going with this. Outbound marketing is now considered by many to be intrusive, it is expensive and often difficult to measure ROI. What is the alternative then?

So, now that I have your attention I’ll go more in depth of the benefits of Inbound Marketing.

With today’s economy, shoppers are becoming savvier. Millions of people are on the internet every day searching for information, products and services.

Start thinking more along the lines of the customer. Instead of trying to force a TV commercial on them, try creating videos that potential customers might want to see and search for. Instead of buying costly print ads, think about writing informative blog posts and articles that customers can look forward to reading. Are you seeing the benefits now? Be a savvy business owner and put yourself and your business in the places where customers are eagerly and frequently searching for products and services you provide.

How do I Use Inbound Marketing?

The core of Inbound Marketing is made-up of three key ingredients: Content, Search Engine Optimization (SEO) and Social Media.

If you have done any reading on this, you will already know that “content is king.” Well, it is. Everything you do in regards to Inbound Marketing revolves around quality content. Content is you’re new advertising tool. Content is what will attract potential customers to your business.
SEO is the process of digesting this content and providing a map for customers to find it. Most people these days start their buying process on the internet and more specifically via search engines.
Social Media is the somewhat new aspect that is really starting to gain momentum. Social Media helps you make your content viral and puts it across networks where potential customers might be, thus helping connect your content with them. Social networking is more personal, authentic and less intrusive than other types of traditional marketing.
All three techniques work in unison to help establish you and you’re business as reputable, industry professionals who can be trusted and found for when potential customers start their buying process.

Inbound Marketing is a great marketing and advertising medium, especially now in a slow economy. Inbound Marketing, SEO and Social Media make sense for today’s businesses stay alive. It is less expensive than many traditional marketing methods, it is trackable making it easier to see the impact it makes on your business from the investment and it is highly targeted.

Writing articles and blogging are virtually free. You control the content and the content is how your target market can begin to find you and your business. Inbound Marketing helps customers self-qualify. When potential customers find your business through content, they are much more likely to purchase from you.

Inspired by Rick Burnes, blog.hubspot.com

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