Inbound marketing is taking the promotions world by storm, sweeping away everything you thought you knew about advertising.
With a focus on creating valuable and relevant content on such free outlets as blogs, search engines and social media, a company’s products or services are becoming more appealing to consumers.
The more traditional “outbound marketing” tools that include mainstream media ads, direct mail campaigns and billboards are too “in-your-face” for today’s consumers.
The goal of inbound marketing to use original media content to naturally pull visitors into a business will ultimately take over the marketing world – and here’s why:
Establishes the brand as an expert
By providing quality information about a particular topic, inbound marketing builds credibility for a business that then attracts qualified prospects and reinsures consumer confidence in a brand.
A revealing statistic shows that 44 percent of millennials are more likely to trust experts when making purchasing decisions.
Makes consumers feel connected and engaged
According to a 2014 survey, Engaging Millennials: Trust and Attention Survey, 84 percent of millennials didn’t trust traditional advertising.
This generation finds outbound marketing efforts to be company-focused and void of any real substance, whereas inbound marketing is seen as customer-driven and personalized.
Constructs a portfolio for businesses
Inbound marketing emphasizes the importance of company websites, blogs and social media accounts to build a brand portfolio, which becomes a showcase for potential customers.
This content library can also be used to both build brand reputation and increase search engine optimization – ultimately drawing in a larger number of interested consumers.
Better defines the target audience
The idea behind mass media advertising is to push a product into as many consumers’ faces as possible, in hopes that someone will buy – a strategy that is both expensive and ineffective.
New marketing channels focus on grabbing the attention of the specific consumers who are most likely to buy – the ones actively seeking information.
Utilizes new technology to its advantage
The Internet shifted power and placed it in the hands of consumers, allowing them to conduct research, personally engage with brands and make purchases.
Because technology has changed the way people buy, marketers must be aware of how to use new media channels for their benefit.
Many inbound strategies focus on connecting with others through digital platforms such as blogs, mobile apps, online forums and social networking sites to effectively advertise to the desired market.
Inbound marketing has revolutionized the way companies connect with their audiences, creating trusting relationships in which both parties are provided with value and a better understanding of one another, resulting in more successful campaigns.
Old advertising channels are simply no longer getting the job done.
by Katie Penwell
CougarBuzz 