Why We Love Inbound
What is Inbound Marketing?
So much money is being spent these days on buying ads, buying email lists, and cold calling. Depending on your audiences and what you’re selling, those tactics definitely work. But at Iconic Orange, we’re firm believers in inbound marketing. What’s the difference? Ads, emails and cold calling are ‘push’ techniques. 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 schedule. If they’re going to your site proactively, chances are they’re going to spend more time there and you’ll see that ‘stickiness’ that marketers always rave about.
Inbound is an approach to marketing that reaches TODAY’s consumer. It’s about two things:
- Content – get found by qualified leads online with content (website pages, blog articles, social messages) that are optimized for search and social media
- Context – understand what content pulls your buyers through the sales funnel, and use that context to personalize your marketing at scale
Why Inbound Marketing Works
Inbound marketing works because it’s based on the truth that consumers buy differently today than they did 10 years ago. Let’s look more closely at the marketing playbooks. Interruption no longer works because the media landscape has become insanely cluttered. In 1920, there was one radio station; in 1946, America had 12 broadcasting TV stations, and in 1998—just 17 years ago—the average consumer saw or heard one million marketing messages, almost 3,000 per day. For comparison: by 2011, there were 14,700 radio stations, more than 1,700 TV stations; by 2014, an average of 1,500 stories were competing to show up in your persona Facebook News Feed at any given moment.
Historically, advertising has proliferated faster than laws were put in place to regulate it, leading to an environment in which consumers are accustomed to false claims and deceptive advertising, so even when they see clever ads, they think the ads are dishonest. And let’s not forget technology: consumers gained access to tools and information that enabled them to dodge interruptive brand messages and instead eek out information only when they are ready.
That’s why permission became more effective than interruption. By aligning the content you publish with your customers’ interests, you can earn permission to market to prospects that you can convert into leads, close into customers, and delight to the point where they become promoters of your brand. From content creation to lifecycle marketing, to personalization and context to a multichannel presence, and publishing and analytics integration, inbound marketing is about:
- Building trust, not skepticism among your prospects
- Being loved, not ignored by your customers
- Outsmarting, not outspending your competitors
The inbound marketing philosophy is backed by a methodology that helps brands attract, convert, close and delight visitors, leads and customers through a variety of channels, such as social media, blogging, search engine optimization, forms, and email. The methodology facilitates the buyer journey through the sales funnel—from strangers to promoters of your brand.
Have you used inbound marketing techniques? If so, share your experiences with us. If not, let Iconic Orange show you why you’ll love inbound marketing as much as we do!
(SOURCE: I/O Inbound Marketing PowerPoint deck)