Having spent good 8 years in online marketing domain and worked with multinational companies of high repute and also dozens remote service buyers, I can say with authority that Inbound Marketing Methodology is here to stay.
With all the digital noise around and benefits of embracing inbound marketing being thrown in the faces of marketers day-in and day-out, companies seem to be inclined towards adopting it but largely suffer from the lack of patience required to let inbound do its magic and yield results. Without team, budget and other resources required to build a good inbound marketing team and cultivating content culture within the company, most CMOs seem to be in a rush to see skyrocketing figures on metrics charts from the word “GO”. I know, I know, there’s lots of pressure from the top but believe it or not, inbound does take time, indeed lots of time. Why? Simply, because it does not treat Customers as entries in the CRM or marketing contacts databases. It focuses on talking to customers as HUMANS and triggering interactions not between brands and customers, but HUMANS and HUMANS across both the sides of the conversation. And, you know good HUMAN relationships do take time to get built and nurtured.
Back to the blog title – Why Inbound, why now?
Gone are the days when as a marketer, you could be inconsiderate to interrupt your audiences anytime, anywhere with your cold calls, cold emails (better to call them SPAMS), annoying ads, etc. This was the outbound or tradition way of marketing, which has now gotten replaced with new-age marketing or INBOUND MARKETING, which is customer centric and that uses content as a beacon to attract audiences and help them find your brand on their own. That’s why we call it “inbound” after all.
Customers or buyers are more connected and informed than ever. Most of them have already researched well before they find your brand to connect with. So they will make their purchase decisions, whether you reach them or not. So, it’s best to adopt a marketing strategy that acts like a magnet and help them find you while they are aggressively researching for solutions to their problems/needs.
Here it’s important to know that to formulate a successful inbound marketing strategy, you got to know your target audiences, really really well before you empower them with information or means to find your brand and engage with your products/services.
- Create Buyer persona
- Study Buyer Journey
- Create remarkable, helpful content
- Leverage that content
It’s not enough to create great content. It’s equally important to get that content out in the world. Content distribution adds context to your content. And, content + context = successful inbound marketing. Right?
More about Inbound Marketing in my next blog…….Stay tuned!