An Introduction to Inbound Marketing

April 27, 2012 by  Filed under: Marketing 

Inbound marketing refers to marketing strategies aimed to draw in consumers to a product or service. Its primary aim is to ensure potential customers will find a product or service line easily. Processes for this method vary, depending on the marketing firm. The general idea, however, remains the same. marketing enterprises need to discover customer needs and deliver steps to make products or services available. Some marketing firms also attempt to provide products and services for those needs.

How will this compare to other strategies out there?

Outbound marketing’s primary goal is to grab attention. Processes offered generally involve “pushing” merchandise or services to clients. Direct marketing through telephone sales is one of its best examples. This method involves patiently contacting a host of customers through their listed numbers. This technique currently serves as fodder for many satirical portrayals on TV shows. Many telemarketers, it seems, have a knack for calling in the oddest hours with the oddest product offers. People who experienced such calls often report irritation if not outright contempt. Using this step might gain negative attention.

Compared to outbound marketing, inbound marketing is more interested in “pulling in” customers. The aim is to relate messages to those already searching. The strategy is comparable to a matchmaking venture where connections are to products rather than to other people.

What strategies apply?

It depends on the company you work with. Some marketing firms are interested on market research and hold this concept as the first and most important step. These businesses will be eager to begin analysing your product and the target audience.

Others can have a more flexible approach and will state what currently works. These inbound marketing firms will suggest steps like using social media, and search engine optimization. Social media usage involves having presence on the widely used social networks out there like Facebook and Twitter. As your company achieves visibility, it can now interact with current and prospective clients and post announcements in real time.

Search engine optimization includes link building and content marketing strategy. Link building involves placing comments with embedded links on to popular blogs or news. Content marketing strategy is about developing content to drive traffic. Content creation can mean something as simple as having your own blog in your website. It can also mean developing written blogs and articles to submit on content directories.

How important is hiring another firm for these methods?

Running a business is tough since many business owners also face challenges in their personal lives. The last thing any proprietor needs at this point will be to add concerns for inbound marketing. Hiring a reputable firm to do the work means relying on experts.

The Internet is the best source to find inbound marketing companies. Searches should be on listings about leading firms providing the service, community boards, and credible online news. These sources point businesses to the right firms to work with.

Chelsea Donovan Goodwin is a financial analyst involved in inbound marketing and content marketing strategy.

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