No one likes to be interrupted. This is particularly the case with what is known as outbound marketing, which includes the often annoying telemarketing phone calls, spam e-mails, and sales flyers stuffed into your mailbox. With inbound marketing, the attention of the customer is first earned then maintained, vastly increasing the value of the prospect.
|Common forms of inbound marketing include:|
Inbound marketing is a term developed by CEO and co-founder of HubSpot, Brian Halligan. The concept is based on the idea that attention is earned. Marketers make their product or service easy to be found, then use the tools and technology to attract potential customers and provide content that is relevant to their needs and interests. Watch Mr. Halligan explain inbound marketing further in this YouTube video.
One of the reasons the concept works so well is that it allows potential customers to first provide their permission to engage with a company. This act helps create a collaborative exchange between marketers and consumers. Says marketing guru Seth Godin (who refers to inbound marketing as permission marketing), “Every marketing campaign gets better when an element of permission marketing is added.” Listen to Mr. Godin explain the concept further in this YouTube video.
A Changing Marketing Environment
Mr. Godin also believes that the days of outbound marketing are ending, which isn’t hard to imagine when a few statistics are examined. According to marketing experts at HubSpot:
- 91% of email users have unsubscribed from a company email they previously opted into.
- 84% of 25- to 34-year-olds have left a favorite website because of intrusive or irrelevant advertising.
- Companies that blog get 55% more web traffic.
So the idea is to open a dialogue that attracts potential customers through a mix of social media then give them an experience that speaks to their needs, their concerns, and provides them with valuable information. Customers can then make informed decisions and purchases. Say goodbye to spam.
[box]Read more interesting facts on HubSpot’s blog 12 Mind-Blowing Statistics Every Marketer Should Know.[/box]
Written by Jennifer Miller. Content consultant, columnist, teacher and author in both the UK and the US, Jen’s lengthy experience spans subjects as well as continents. Business, food, health and home interiors are just some of her areas of expertise. She has also written copy for Fortune 500 companies, created education programs and helped small businesses and non-profits boost the power of their messaging.