Do you use a DVR to record and watch your favorite television programs? Have you added your number to the national “Do Not Call” list? Did your car come equipped with satellite radio?
Have you also noticed a decline in your business’ advertising response rate?
While putting together marketing strategies, it is important to keep in mind that consumers’ behaviors continually change and evolve. You won’t find your target market sitting at home on a couch waiting for your television ad or direct mail piece. Studies show that consumers have already completed two thirds of their research before actually reaching out to a specific brand, and the majority of this research occurs online. Tools like Google, Yelp, and Facebook now allow consumers to search and find specific answers to questions or solutions to problems — they certainly won’t be waiting around to be bombarded by fluff and rhetoric.
And while traditional marketing (when used correctly) still holds value and should have a place within your marketing plan, the importance of an effective inbound marketing strategy is increasing every day, and inbound marketing is also currently one of the easiest and most cost effective ways to grab the attention of consumers and build trust in your brand.
What is inbound marketing?
Inbound marketing is a rather new term that refers to a marketing strategy made up of a variety of tactics focused on “engaging” a target market. In contrast to outbound marketing, that uses channels like print, radio, and television to talk “at” consumers, the goal of inbound marketing is to talk “with” consumers. It’s all about getting potential customers to find and look to your brand when they are in search of something and presenting them with valuable information that offers a solution to an existing need or want.
Here are some easy inbound marketing tactics to freshen up your marketing plan:
Blogging: Blogging is a great way to get valuable information out to potential clients all while boosting website traffic. Studies have shown that companies with frequently updated, user-generated content have 55 percent more visitors than companies without, and 57 percent of companies with a blog report to have acquired new customers through it.
White Papers: White papers are basically a comprehensive report covering a specific subject or issue. They are a great channel to demonstrate expertise within an industry. Through insightful and objective information, white papers can be used convince potential clients that not only do you understand their needs but also know exactly how to satisfy them.
SEO: SEO is an abbreviation for “Search Engine Optimization”. If you boost your website’s ranking within Google and other search engines, potential customers are more likely to find you.
Social Networks: Social networks like Facebook, Twitter, or LinkedIn are great tools to help expand customer service, manage your reputation, and build brand awareness. And with a relatively low investment, businesses have the opportunity to communicate with a potential audience of millions.
Are you ready to update your marketing plan and get started on an inbound marketing strategy? Contact Baer Performance Marketing today!
Also, check out this infographic put together by HubSpot for look through the lens of marketing history:
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
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