Leveraging inbound marketing strategies can help small business grow their customer base and save money. There are two basic types of marketing – inbound and interruption marketing.
What is Inbound marketing?
Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, newsletters, whitepapers, Search engine optimization, physical products, social media marketing, and other forms of content marketing which serve to attract customers through the different stages of the purchase funnel.
What is Interruption marketing?
Interruption marketing, involves getting your marketing message to the largest number of people possible through advertising, cold calling, direct mail and other aggressive techniques that interrupt people in their daily lives
THE PRICE OF INBOUND VS. INTERRUPTION
Outbound marketing is a very expensive endeavour. The average cost per lead is significantly less when using inbound marketing strategies.
The costs associated with outbound marketing often involves printing and mailing materials or spreading your message through television, radio or other media, making it out of reach for smaller businesses. Inbound marketing is less expensive and anyone with the right skills can do it. You create your website and blog with content that is targeted to your primary market and with a good content marketing strategy, you can attract prospects to you.
IT OFFERS BETTER TWO-WAY COMMUNICATION
One huge advantage of inbound marketing is that it’s a form of two-way communication where the customer interacts with the business in a dialog. They post on the company’s Facebook wall, comment on business blogs, or take part in contests. When they participate, they become invested and engaged. People want to be in control of the information they get and this makes them more receptive to your message. A great example of a successful inbound marketing campaign that illustrated this beautifully is the Barack Obama 2008 presidential campaign which was unprecedented in its use of social media to engage, motivate and respond to voter’s needs.
PEOPLE WON’T TUNE OUT YOUR MESSAGES
Interruption marketing means putting your message in front of people whether they want to hear it or not. As a result, its techniques are often intrusive and annoying. People have begun to tune it out. Inbound marketing puts your message in front of your target market and if you employ the right content marketing strategy, they will be compelled by their own curiosity to see what you have to offer.
INBOUND MARKETING FOR NON-MARKETERS
Inbound marketing doesn’t feel like marketing. To market traditionally through direct mail or cold calling takes a certain amount of aggressiveness and sales skill. With inbound marketing, you provide valuable content like whitepapers, infographics and blog posts that help attract your ideal customer. It’s not “selling” in the traditional sense, so it’s more appealing to those who hate the image of the pushy salesman and may feel uncomfortable pushing their message.
Clearly, small businesses can benefit in many ways by adopting an inbound marketing strategy. Think of inbound marketing as the magnet to acquire the right customer and start today with a plan for how your small business can leverage it in