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How Inbound Marketing is Changing the Game

What’s the difference between inbound and outbound marketing? And, more importantly, why will knowing the difference help your company?

Inbound marketing is considered the “new” style of marketing compared to outbound marketing. Outbound marketing involves seeking out customers and communicating to them in a one-way channel such as a newspaper, television or radio spot. The reason outbound marketing just seems so outdated and old isn’t because the tactics are bad. The shift in marketing styles is not because we got tired of the marketing itself but because consumer behavior has made drastic changes in the last couple of years.

Today, inbound marketing is all about two-way communication, entertaining consumers, and providing value as customers come to you.

Why is inbound so important?

To be blunt, very few people will actually look at your outbound marketing efforts anymore.

Gone are the days of opening snail mail or watching commercials on TV. We live in an age where snail mail goes unread and email is checked multiple times a day. So what exactly counts as inbound marketing? Blogs, eBooks, podcasts, infographics and anything else that provides information in an exciting way that opens the door for customer communications.

The content that is created is then shared and promoted through social media providing the opportunity for customers to seek out a company’s content as well to engage by asking questions, commenting, liking, tagging, and sharing on the company’s social media pages.

How can Inbound Marketing help your company? 

Inbound marketing further benefits a business by providing the ability to track engagement and see what campaigns are successful and what needs to be changed on campaigns that are underperforming.

Inbound marketing presents the opportunity to make your company the go-to place for anything a customer could need. For example, if your target consumer has a question about data attribution and you sell analytics software, then it would be a smart move to have blogs related to data attribution on your website as well as any other related material to what your product works with.

By doing this you are making your company the "go to hub" for all things data and establishing your company as a reliable source they can trust for all their needs.

What makes inbound marketing so unique is that it is not only a chance for you to market your company but a chance to become immersed in customer relationships and satisfaction.

Have any thoughts on how to use inbound marketing? We’d love to hear!

October 5, 2016
by
Caitlin Glasscock
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