Reading time: 5 minutes
Traditional marketing is done from the outside in (outbound).
The company runs ads on TV, Radio, Print Media, buys/rents mailing lists, calls customers via Telemarketing, presents itself at trade shows, and does everything to reach its customers. The biggest problem is that you don’t know how many of those cold “leads” will convert into sales. Most efforts are like throwing a bunch of darts in the dark and waiting for them to hit the target.
In recent years, organizations in countries such as the USA, England and Canada are successfully using a new kind of approach to marketing that reverses the direction of the consumer and the brand. Instead of marketing going after the consumer, it makes the consumer come to you as you search for information and knowledge on the Internet. Instead of focusing on many “cold calls,” it shifts its focus to a small number of “warm calls” that have a high probability of being converted into sales. This is the essence of Inbound Marketing.
What tools does Inbound Marketing use?
Inbound Marketing is a change not only in tools, but in marketing mentality. However, there are already some tested tactics that can help you better understand how to put Inbound Marketing into action.
Here are some of the tools and tactics involved in Inbound Marketing:
– Search Engine Optimization (SEO).
– Social Media Marketing
– YouTube Videos
– SlideShare presentations
– Whitepapers (Reports)
Why is Inbound Marketing better than Traditional Marketing?
Inbound Marketing is the marketing for the Digital Age. It considers the changes in technology, the wide adoption of the Internet, and the changes in consumer behavior, both when searching for a product or service and in the way they react to Traditional Marketing.
Inbound Marketing takes into account the search for information by the consumer, who will shrewdly remove all barriers to discover the path and the best offer of products or services minimizing the risks of the purchase.
The modern consumer is skeptical and refuses Traditional Marketing in search of new ways to find reliable information that can help him/her make a purchase decision. The information conveyed by traditional advertising and marketing does not have the same credibility as a consumer who writes an opinion in his blog. Advertising is only a reinforcement to an opinion that will be formed among consumers.
– Traditional marketing lacks a refined segmentation and can be expensive, especially for smaller businesses. It needs a certain level of scale to work. On the other hand, you can start an Inbound Marketing action with very little investment.
– Many consumers are averse to the “hard sell” strategies involved in Traditional Marketing. They have learned to filter ads, block calls, and have anti-spam filters to prevent your message from reaching them. Inbound Marketing, on the other hand, is very non-intrusive and is more appreciated by consumers.
– Inbound marketing techniques are more effective in getting the message to your user and convincing them of the advantages of your product/service. People are becoming more effective at detecting promotional messages and expect to be entertained or informed rather than receiving commercial proposals.
– The Viral Effects of Inbound Marketing. In traditional marketing there was little virality. People who receive a telemarketing call will rarely share it with anyone (maybe just complain to their friends). However, people share interesting Inbound Marketing content with their network if they think it is relevant and important. Your message can go viral and at no extra cost.
– Inbound Marketing creates more loyal customers. Customers who are buying through Inbound Marketing channels tend to be better informed and have a higher probability of staying with you for a longer term.
Make no mistake: The Internet puts the power in the hands of consumers.