Create Online Marketing People Love!
Turn you website into a lead generating machine! With inbound marketing your website does the marketing 24/7 and sends you qualified leads ready to do business with you.
What is Inbound marketing?
Inbound marketing is based on the concept of earning the attention of prospects, making yourself easy to be found and drawing customers to your website by producing content customers value.
Blogs, podcasts, video, eBooks, e-newsletters, whitepapers, SEO, social media marketing, and other forms of content marketing are considered inbound marketing.
In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising are considered “outbound marketing.” David Meerman Scott recommends that marketers "earn their way in" (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they "buy, beg, or bug their way in"(via paid advertisements, issuing press releases, or paying commissioned sales people, respectively).
The inbound marketing term was coined by HubSpot’s Brian Halligan, in 2005. Inbound marketing is especially effective for small businesses that deal with high dollar values, long research cycles and knowledge-based products. In these areas prospects are more likely to get informed and hire someone who demonstrates expertise.
Inbound Marketing Justification
- Inbound marketing was founded on the basis that traditional marketing and advertising, like billboards and TV spots, have become less effective.
- One info-graphic showed that 86 percent of viewers skip commercials and 44 percent of recipients never open direct mail.
- In contrast, companies that blog have 50 percent more website visitors than those that don’t, and inbound marketing leads cost 60 percent less on average.
- One criticism of inbound marketing is the time and effort required to create content.
- Inbound marketing may also reflect changes in the customer buy cycle. Whereas customers used to engage vendors very early in the buy cycle, today customers conduct online research and contact the vendor closer to the moment of making a decision. In this way, customers become more informed on their own and sales teams are used more efficiently.