Inbound Marketing

Posted by on Jul 12, 2014 in | 0 comments

Inbound marketing (or simply Inbound) is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to bring customers in closer to the brand. In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising are considered “outbound marketing” practices.

Inbound refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospect’s attention. Inbound earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content. Inbound methodologies are used to reach potential customers at various levels of brand awareness. These tactics require a commitment in order to steer marketing efforts into increased opportunities, as it provides the prospect to both learn about potential customers and have potential customers learn about the business.

Added by Jan: Inbound is especially effective for small businesses that deal with high dollar values, long research cycles and knowledge-based products. In these areas prospects are more likely to get informed and hire someone who demonstrates expertise. It focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.

Ref: Wikipedia – Inbound marketing

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