Inbound Marketing: Have Your Prospects Find You
Internet Marketing Today
The Internet has dramatically changed the marketing landscape of today. The ability for consumers to have information at their fingertips at any given time, has given them more power than ever before. This newly found control has also leveled the playing field between buyers and sellers today and has forced companies to redefine the way they reach and interact with prospective customers.
Rules of engagement are now largely determined by the social communities in which your customers interact. The new rules of marketing do away with traditional outbound techniques in which companies are reaching out, and pushing their message to prospects. Instead, these push methods are being replaced with Inbound marketing tactics where customers are pulled in by seeking and engaging with those companies that best meet their needs.
Inbound vs Outbound Marketing
Unlike traditional outbound marketing methods where you are broadcasting your message to an unpredictable audience to gage their interest (cold calling, trade shows, direct mail, etc.), Inbound marketing is founded upon the guiding principle that customers find you. Your customers are connected online using mishmash of technologies-- social media communities, RSS feeds, blogs, viral videos and other free tools. Inbound marketing is relationship based. To play in this game, you are required to win your customers' favor by providing them with the relevant information they are seeking.
Building this relationship begins first with understanding the ways to engage with your customers. Listen and observe before you participate. Understanding what your customers are seeking and providing them with helpful information will play a significant role in successfully building your brand online. |
