The creation of useful, informative, insightful, engaging, and irresistible content for use by potential customers to add value and build trust for a company is the essence of inbound marketing. When customers, who aren’t necessarily looking to make a purchase just yet, are drawn to quality and thoughtful content, the art of turning strangers into customers is well on its way.
The key to any successful Inbound Marketing effort to attract more attention to and build trust for, a website, social site, or blog is to give customers a good excuse to learn something new. And when it’s good for the customer, it’s good for business. It’s what users and search engines want to see.
The key to successful inbound marketing lies within this type of useful and informative content. Our focus is on inbound marketing, and the purpose of this type of marketing is to engage users in a thoughtful process of interaction with your company without overly promoting products or services. Inbound marketing provides value and builds trust with potential customers.
On the other hand, Outbound Marketing has traditionally focused on product or service advertisements, direct mail, telemarketing, permission-less email marketing, mass events, and more. The purpose is to bombard potential customers with unrelenting company slogans, images, or ideas to get them to engage. Outbound marketing goes “directly after” potential customers or clients in a much more aggressive manner, and without obtaining their blessing or approval.
Inbound marketing takes a more subtle and passive approach than that of outbound marketing. Inbound marketing strategies lie within the creation of content so rich and helpful that anyone can utilize it to their benefit. The goal of inbound marketing is to attract, engage and delight, so that trust, credibility, and momentum can be realized by the business. The content doesn’t scream a particular product, company, or brand. It speaks to the insatiable desire people have to learn things they didn’t already know: To satisfy their curiosity and be comforted by knowledge freely given and made available. When information or ideas are provided naturally without the encumbrance of company spin, users and search engines alike will gravitate to and reward such efforts.
Happy customers mean a healthy bottom line. Customers who freely engage and decide on their own to do business with a company will make the company healthier in the long run because they will become happy customers, repeat customers, and customers who refer their friends and colleagues to your business.
At Promote Your Website, we work with clients in developing great content that speaks to the wants and needs of the potential customer/client over the company’s need to get their branding seen at all costs. Subtle branding combined with excellent inbound marketing strategies is what sets successful companies apart from those only going after traditional outbound marketing objectives.
Good examples of inbound marketing include:
- Content that is informative, meaningful, and useful for a site, social media, and blog
- Search Engine Optimization
- Social Media Development
- Email once potential customers engage