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Inbound Marketing

Let them make the first move.

Yes, you read that right! Making a first impression can be very expensive , inbound marketing. You see, most business owners spend money on traditional advertising like:

  • Telemarketers
  • Email Blasts
  • TV Commercials
  • Printed Ads  (Banners, Billboards, Newspaper & Magazine)
  • Pop-ups

 

Want to know a secret? A consumer gets exposed with more than two thousand ads every day. They’re in everything we do and everywhere we go. 

For example, the NYC subway has at least five ads per car and ten per station. That doesn’t include the ones at the hallways and stairwells. That’s already more than 50 ads when you’re commuting alone. If you listen to the radio, you’re more likely to hear 10 commercials per hour. 

 

Now, here’s the thing.

 

Traditional marketing isn’t as effective as it used to be.

 

I mean, they can become really annoying, confusing or distracting. Remember the times you couldn’t study because 

 

Frustrating, isn’t it?

 

That’s why most consumers use ad blocker and filters now. To tune out the noise. They’re tired of being disrupted by ads that they don’t even care about.

 

They’ve had enough of being misled. So, if you plan on selling to the modern day consumer…

 

You’re going to need more effort in convincing them.

 

But what if we tell you that there’s a smarter way to grow your business or your ROI?

Meet Inbound Marketing.

The marketing approach that’s NOT going to make you look like a pushy, desperate salesman in front of your audience. It’s also one of the most in-demand strategies out there. 

Let’s take a look at some facts:

  1. Inbound Marketing generates 54% more leads than traditional marketing practices. (source)
  2. A good 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement. (source)
  3.  Inbound marketing costs less than outbound marketing. (source)
  4. Only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine.
  5. 80% of decision makers want to be educated not sold. (source)

So, what exactly do I need to know about Inbound Marketing?

Inbound Marketing is a strategy that pulls specific prospects to your website, much like a magnet. The idea here is to create valuable and relevant content that serves as your magnet. This can be in the form of blogs, reviews, ebooks, newsletters, infographics and so on. 

Picture this.

Your ideal customer is nowhere to be found in the mall. Instead, he’s online with a phone in hand. He’s either searching for answers on Google or asking his friends on Facebook.

Now, he’s researching about your niche. He’s checking your website then moves to your competitor’s. Your ideal customer is thinking whether he needs your product in his life. 

Or if it’s even worth the money.  

How do we turn this into a winning conversion? 

Simple. We win their trust through high quality content. Something people actually read and remember you for. By the time your prospect is ready to make a purchase, it’s going to be your brand that’s tattooed in their minds.

Sounds easy right? I mean… you don’t even need to dial their phone numbers. 

Or spam their mail. 

Just be there where your ideal customers spend their time online the most. Whether it’s Facebook, Youtube, Pinterest or Google. If your content is king, then trust us:

It’s going to be picked up and shared by thousands (even millions) of folks. 

The better the content you pump out, the more you’ll be seen as a trusted source. People won’t even realize they’ll be closer to your brand than they think. So now, you’ll be able to successfully convert strangers into buyers over time. 

No salesperson needed.

UNDERSTANDING THE BUYER’S JOURNEY

  1. Awareness – Your ideal customer has a problem they want to solve or perhaps an opportunity they want to seize.
  2. Consideration – Customer is actively researching the problem and its possible solutions.
  3. Decision – Customer is sorting through his options

How about Outbound Marketing? 

Don’t you hate it when…

 

You force yourself to watch a commercial that’s suddenly louder than the soap opera you’re watching?

 

Your computer gets bombarded with pop-ups and auto-playing videos you never cared for?

 

You receive a dozen of calls from telemarketers that tell you about their limited time offer?

 

Outbound marketing makes use of the most traditional ways in approaching customers. Think billboards, tv commercials and sales calls. It’s also a marketing tactic that’s been used for ages. 

 

Even before the Internet came to be.

 

Back then, outbound marketing used to be so effective. In fact, it was just known as good ‘ole “marketing.” This is what we think of outbound marketing:

 

It looks a lot like a marketer on a megaphone. It’s loud and disruptive. In this case, the loudest voices win. 

 

WHICH IS BETTER FOR MY BUSINESS?

 

INBOUND MARKETING 

  • Content is made for the customer’s needs & pain points
  • Considers the buyer’s journey in creating persona-targeted content
  • Highly engaging
  • Customers actively seek out information
  • Makes use of SEO
  • Can be personalized
  • No hard selling
  • Cost-effective
  • Buyer’s decision-making is usually supported with facts

OUTBOUND MARKETING

  • Talks about the product, more than the customer’s problem
  • One-way
  • Very broad audience
  • Less targeted
  • Actively seeks out customers
  • Disrupts
  • Direct sales pitch
  • Costly
  • Notorious reputation
  • Buyer’s decision-making is usually made by intuition

 

This might be a hard choice to make.

 

We mean, they’re two different approaches that has their own set of PROS and CONS. 

 

Who’s your target market?

  • Consider which audience you’re targeting. Are they millennials? Retirees? Entrepreneurs?
  • Find out where they usually shop for the products or services you’re offering. Do they prefer online stores? Physical stores? 
  • To get the best ideas rolling, take a look at your competitors and observe which approach is common. Which gives them the most advantage?

 

Did you know that outbound marketing has a bigger chance to work with older generations? 

 

Since inbound marketing mostly makes use of online channels, this might be a problem to older consumers. Some are still struggling to trust and get used to the new technology. So, they’re more comfortable and familiar with TV and newspaper ads.

 

On the other side of the story…

 

It’s an effective strategy for a younger audience. First, it’s an approach that’s driven by choice and engagement. Second, young people are accustomed to present trends. 

 

What are your business goals?

  • Determine what you truly want to achieve through your marketing efforts. 
  • Do you want to increase your traffic? Get more leads? Sales? Brand awareness? Do you have a specific timeline for this?

 

If you’re aiming for quick wins…

 

Or you want to put your name on the map (as fast as possible), outbound marketing is your best bet. It does come with risks as more consumers have a general dislike for pushy promotions.

 

Do take note that you need to spend more (and continuously) for increased results. Similar to driving a car. Fill up your tank and your car can run faster. If you run out of gas, then your momentum stops.

 

Inbound, on the other hand, takes some time to work. Meaning, the results won’t show right away. And that’s a cold, hard fact. 

 

BUT.

 

This approach works better over time. Your content remains an asset. It stays on the site for good and it will generate you new leads over and over again.

 

The first two questions gives you an idea of which approach you’re leaning more to. However if you’re still undecided, here’s the third question:

 

How will this impact your image? 

  • List down the marketing tactics you want to use.
  • Now think about how it can directly affect your brand’s image when used.
  • Does it benefit your business? Will it leave a positive mark?
  • Will your target audience approve?

 

You need help with your sales. We get that. But you’re also here because you want your brand to:

 

Look good, be visible and generally liked by your customers. Am I right?

 

That being said, choose the marketing strategy that’s in line with your brand stands for.. Something that your customers can be proud of. It’ll be another driving force for them to support you.

Inbound Marketing is perfect for brands who want:

 

 

  • Results
  • Personalization

 

 

3 THINGS WE CLARIFY FOR INBOUND MARKETING SUCCESS

Target audience. For inbound marketing to work, we need to know your customers from the inside out. This means thorough research and surveying. When we understand your audience’s pain, needs and desires… we can craft amazing plans to convert visitors into paying customers.

Content strategy. So this consists of two things:  

  • Creating the right content for your customers 
  • Deciding on which channels or mediums work best for your brand

Now that we know your target audience, we can finally create content based on what your prospects want to hear. But that doesn’t stop there. We need to make sure that your content gets seen by the right people and not just anybody. Our team reviews where your customers usually spend their time online and optimize the content accordingly.

Inbound marketing is a long-term process. So we track the performance, rankings and traffic and improve it over time.

Nurturing relationships. Inbound marketing, again, is all about building trust. In contrast with outbound marketing, there’s no hard-selling here. We focus on value rather than promotional content.

How can we evolve a customers to loyal followers? Or even promoters?

The aim is to take good care of your audience. Make them feel secure. Make them feel positive about your brand. This can automatically translate into a long-term conversion.