The most important takeaway for marketers: the buyer is now in control.
In a nutshell, inbound marketing is about getting found online, converting a visitor to a lead, and then measuring, analyzing and iterating to refine the process and improve the results. Marketers are publishing useful, helpful and even entertaining content about solutions to the problems for which their prospective customers are searching online.
Keyword research and SEO are a part of this and blogging is the primary method of publishing the information. Social media is used to help spread their content and attract more traffic.
Once on a site, a visitor is offered something valuable related to their research like an ebook in return for their email address and contact information. Now with permission granted, the marketer continues to offer helpful information via email on a regular basis to the prospective customer. Does it work? One of the popular misconceptions about inbound marketing is that it can replace outbound marketing. An example of outbound marketing working well with inbound marketing is American Express.
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Their advertising targeting small business owners is not about signing up for corporate credit cards, but rather urging them to visit their Open Forum website for valuable resources and advice on running a business. Once on the site, visitors can consume information and sign up for additional free resources. Then, the relationship deepens and the sales magic takes place.
The number one reason for failure in sales is the failure to prospect. And the most important ingredient for success is having the right, realistic, practical attitude about prospecting.
Even with all of these easy ways to communicate, old habits die hard when people want to reach a company. Believe it or not, people still pick up the phone and call companies About Resources Blog Podcast Contact. The Forward Observer. Outbound Marketing: Magnet vs. All Posts. Inbound Marketing vs. Inbound marketing is gaining strength because of the changing ways people buy. But it will not eliminate the need for outbound marketing. Outbound Marketing For most of the 20th Century, the outbound approach was the undisputed champion of the marketing world.
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How are they guided through the buying process? Primarily with two things: Content — A continuous stream of helpful content that fills the requirements of their buying research. Context — The right content has to be provided at the right time. For instance, after a lead converts, they are more likely to next want information about your company before getting a price quote or product demo. Outbound Marketing Is Not Going Away One of the popular misconceptions about inbound marketing is that it can replace outbound marketing. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.
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