“If you need customers, go out and find them!”
This piece of general business advice has been given out – at various times, and in various ways – for decades, and maybe even centuries. The whole history of sales and marketing is essentially founded on the concept that it’s a company’s job to go out there and “beat the bushes” for new business as often as is necessary to stay in the black.
A funny thing has happened over the past couple of decades, though. This idea of going out and selling to people has begun to quietly fade away. With so much information and so many resources available on the Internet at all times, people have figured out how to get the products, services, and information they need all on their own.
They’ve become wary of being sold to. Instead they want to buy, based on their own research, when they feel ready to take the first step.
The job of the marketer, then, isn’t to go out and find customers, but to be easy for customers to find. That’s the essence of inbound marketing, and why it works so well over the Internet.
Why You’ll Love Inbound Marketing
The switch from traditional (or “outbound”) marketing to inbound marketing isn’t just a slight twist in wording – it’s a complete change in philosophy.
A lot of companies have trouble embracing it at first, but then they discover there are some powerful advantages:
First, that marketing to new customers (and the sales process in general) is much easier because you have interested clients or customers coming to you instead of the other way around.
That a lot of prospects will self-select, meaning they’ll have found the right product or service, and in the right price range, on their own before they contact your company. That means less time spent educating customers or haggling over prices.
Inbound marketing systems are more easily scalable. You can increase or decrease your efforts without having to hire and fire lots of new employees or spend non-refundable deposits on new advice.
And most importantly, inbound marketing is much more effective than outbound marketing in the digital age. It’s not just about improving your bottom line, but also keeping up with your competitors and your own business goals.
Inbound marketing isn’t so much a trend as it is a new way of doing business, and one that’s probably here to stay for companies and most industries. In part two, we’ll look at the essentials of an inbound marketing campaign.
To find out more, click through to the second post in the inbound marketing series or contact WebRevelation today and let us show you how we’ve been able to help businesses like yours to attract customers using cost-effective tactics and strategies.