Inbound Marketing a Simple Take
In really simple terms inbound marketing is all about earning someone's trust and attention rather than trying to buy it.
- It is about creating content that adds information and value.
- It is about earning trust and creating new business opportunities.
- It is about creating a two-way conversation
- Focuses on getting the permission of the consumer.
- It is all about attracting the reader, viewer and potential customer.
- It uses tactics that will facilitate this.
Not so much about the sell or sale as opposed to creating a connection.
More about what the product or service will do for the customer, results based.
Content consumers and buyers are empowered, that is you and me technology provides the world's information in the blink of an eye almost. We can access detailed specs, pricing, and reviews, availability and shipping details about goods and services 24/7/365 anywhere we can create a connection to the internet. The various, social media platforms encourage us to share and compare, to like or otherwise. Much of our decision making processes are guided by the information that we search for and also by the opinions of our peers and associates. Mobile technology brings a whole new dimension to this process, we can access information just about anywhere we want or for that matter whenever we want to as well.
It is as though the world is becoming smaller and smaller until it is contained in the screen of our phones.
Traditional marketing is different it is about reaching out to customers promoting and confronting with offers for products and services. I guess that we have all had that experience of being pounced on by an over enthusiastic sales assistant at one end of the scale to the other where our inbox is filled with offer after offer from the same affiliate never offering any information or value just a constant stream of offers.
Outbound marketing is that traditional way of selling.
It kind of interrupts our space and doesn't really offer any value. Do you buy or uptake the service or product, usually not, I think that we are all looking for different experiences these days. The world has changed and as marketers, we need to change with it.
Don't get me wrong there is neither a right nor wrong way to market product and services and selling can be an art form. It is just that in today's landscape I think the inbound marketing creates far more potential.
Most of all I really like that one on one selling, give me a market any day of the week and I am in my element, " banta is king ". It has taken me time to transition to a different way of operating and thinking, looking back it has most probably held up the progress and cost sales along the way. Realization is growth and development and I guess that we have to go with the flow digital marketing is suited to inbound marketing.
The market has shifted along with peoples expectations, to increase sales and conversions we may need to move along with it.
Selling, or informing and building relationships some food for thought.
The really good thing from observation, the training and resources here at Wealthy Affiliate are directed towards developing a really strong inbound marketing skill set.
All bases covered.
Alex Evans.
Recent Comments
41
The good, insights, Alex!
Knowing the audience...one can speak to there needs, and how we may help take care of that need...
Email, promotions...I bite, or go by, depending on promotion.
I picked up NLP, again...wasn't ready, before, now I see the need and need the training...Time!
I have many transformational, people, sitting in the wings..things I've used and can endorse, but now, as an affiliate...don't their product...but know others! I
Seed is planted, never know th results.
Good, stuff, again, as always...Practical, info!
Barb
Hi, Barb thank you for stopping by, I take it that you are exploring Neuro-linguistic programming, that would be both challenging and rewarding all the best. A very interesting topic to explore.
Learning the language of our targeted audience and speaking to them and not shouting can bring results. The email dilemma, it is a challenge of our times and the game changes when we jump the fence and become sellers instead of buyers.
Well said, Alex. I'm new to WA, but not new to being harangued by salesmen. Like your approach a lot, and it's the only way I would consider being in marketing. Thanks for a great article. Carol
Hi Carol, at the end of the day we are in the sales and promotion game, with the technology we are all approaching the purchase of goods and services from the same angle, we need to learn to respect our customers.
There seems to be a lot of conjecture around that topic, Mike. I think that it depends on the offer, if it is a sales presentation product then short and concise seems to be the way to go, from observation if it is promoting a service then indeed that long from sales letter could work.
Having said that you have raised a really valid point there is a definite separation between web copy and sales copy, the linking factor could be a well-crafted landing page supported with some excellent email swipes.
Hi! Alex,
The evolving nuance of marketing has been taking place fast. Your post rouses the attention of many traditional sleepy-selling minds. I will read it again; a great reference.
Thank you, Alex.
Chin
Hi Chin, to be honest, it is something that I am really moving toward, I think one of the handbrakes for many is that we are stuck in the traditional mold for our marketing activities.
There is a change taking place and to expand we need to think in terms of inbound marketing.
You have summarized it really good. I think I have to bookmark this post of yours for an easy reference. Because, I love using this term "inbound marketing" in my dealings. Thanks! :)
It does have a ring to it Gomer, there is something attractive about it and I think it forms the separation point between the bricks and mortar world and the online world.
The term just seems to be more inclusive.
Hi Alex, Those email lists I was on was just horrible. I had dozens & dozens every day. When I changed my email address it has all stopped. Most of the emailers never check to see who unsubscribed and just went merrily on their way annoying me.
Now I don't want to be like that. Shouldn't we be checking our responders every week? unsubscribers would show there wouldn't it?
Thanks Jae
Hi, Jae in this industry emails are a work hazard so to speak, I think when it comes to emails it is all about how we manage them and also why we sign up to offers and promotions in the first place.
One of the things that I have done is to create a sign-up email totally polluted if folks are providing value I will migrate them to a separate email address if not, periodically mass unsubscribe.
If everyone was playing by the rules 4 unopened and you should be off the list, however, it really works like that. Email providers are getting good at spotting and dealing with spam. nothing is 100% though.
Sending emails is all about creating connections and providing value if we don't folks will unsubscribe.
Autoresponders provide a really good service to the industry some are more sophisticated than others, they will show folks that unsubscribe and also open rates which can give an indication about the copy that you are sending and results that you are obtaining. From observation list, maintenance can be something well worth doing.
Thats what I thought. I have not been able to understand how the responder works, but I am sure to learn now.
Most of the autoresponder service providers have some excellent tutorials or blogs that provide some excellent information, just a matter of searching out one that suits.
Another aspect of traditional "outbound" marketing is that it doesn't care if someone is even in the market for what you offer. Inbound marketing could go hand-in-hand with attraction marketing: looking to make a connection; with those who are already searching.
What do you think?
Thanks for the post, Alex.
~Bob
Well said Bob, the art of selling is exactly that, an art form and a learned skill in the traditional sense the sale is the central focus and goal, outbound marketing has not changed, it is just now we as consumers are more informed and discerning.
It is a lot harder to pull the wool over our eyes so to say.
We know what we want and we know how to get the best deal.
I see the two as being the same inbound and attraction marketing. both are extremely suited to this digital age, we seek out folks that will help us and provide us with value. weather that is information, products or services.
Hey Alex this was very informative, and also give me a perspective shift on the whole aspect about marketing. Learning about inbound marketing is really the goal of any marketer,and this post clearly shows a clear lay out on what to aim for and to avoid, when trying to reach the consumers.
And I believe that this is also crucial to us as marketers because the consumers, tends to be super conscious about scams on the net, so if they don't feel that sense of trust, without hesitation they refuse us.
Great post Alex, I really did benefit from it
Best regards
Kern
Hi, Kern thank you for stopping by and sharing your thoughts. We all seem to have a normalized view of the internet and that it is a place where scams abound. it is a matter of creating a platform where we promote trust and build connections, it is not just about getting the cash register to ring anymore.
Developing inbound marketing can be a work in progress but one well worth the effort in the changing landscape.
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So true. Thank you for that wisdom.
Bev
Hi, Bev, you are most welcome glad that you found some value.