Market with a magnet, not a sledgehammer.
What is Inbound Marketing?
INBOUND IS AN APPROACH TO MARKETING THAT REACHES TODAY’S CONSUMER.
Instead of buying ads, buying email lists, or cold calling, inbound marketing focuses on creating educational content that pulls people toward your website where they can learn more about what you sell on their own accord.
THE IDEA IS TO:
- Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media.
- Understand what content pulls your buyers through the sales funnel, and use that context to personalize your marketing at scale.
TODAY’S INTERNET USERS:
- Buyer: Well-informed.
- Buyer Journey: Fluid and random. Starts with Google.
- Marketing Playbook: Thought leadership through content creation.
Consumers gained access to tools and information that enabled them to dodge interruptive brand messages and instead seek out information when they’re ready.
You create targeted content that answers your customer’s basic questions and needs, and you share that content far and wide.
You recognize that people go through stages as they interact with your company, and that each stage requires different marketing actions.
PERSONALIZATION & CONTEXT.
As you learn more about your leads over time, you can better personalize your messages to their specific needs.