Sales and marketing is an ever changing landscape. What worked well a few years ago often doesn't work nearly as well today.
This could not be more true for activities we broadly consider traditional marketing. This includes cold calling, emailing strangers and door to door leaflet drops, to name just a few.
The problem is that traditional marketing is interruption based. You might for example, be watching your favourite TV programme. It seems the moment you've become absorbed in your episode, everything stops and you're made to endure several long minutes of shampoo and sanitary towel adverts.
While traditional outbound marketing methods still work, they're more costly and less effective than they used to be.
Instead, what we're seeing is a massive surge in popularity for what's now being called Inbound Marketing
While traditional marketing is interruption based, inbound marketing is permission based.
It takes advantage of how consumers seek information online by providing relevant and useful content and then leverages that opportunity to start a conversation and seek opportunities to connect further.
Inbound marketing is also known as content marketing. It includes that handy blog post, video or podcast (like this one). It's intent is not to sell, but merely begin a conversation and segue into other further discussion and opportunities with the provider.
Inbound marketing, as you might imagine, involves a number of things working in concert. What I've tried to do in today's podcast is provide a snapshot of what those things are and how it all works together.
Inbound Marketing Blueprint Cheat Sheet
To help you get started with Inbound marketing (or review your current Inbound activities) I've put together a cheat sheet for you.
In the cheat sheet you'll find crib notes from today's podcast together with fill in the blank exercises that will put you on the right track to Inbound success.
Inbound marketing is no one hit wonder. If you want it to work for you, it requires consistent and persistent content creation combined with smart follow up systems.
HubSpot have captured the process very well in this infographic:
If you're serious about generating leads for your business online, inbound marketing should have pride of place in your marketing plan.
Are you using inbound marketing now or are thinking about using it for your business? Let me know where you're at with it and how it's going on the comment section below.
Links mentioned in this episode:
- Permission Marketing by Seth Godin
Got a Question You Want Answered on the Podcast?
Every month or so I’m doing a Q&A episode where I answer your questions about strategies for growing your business. If you ask something I can’t answer or I feel will be better answered by a specific expert, I’ll find that person to get an answer for you.
To ask a question to be answered on the podcast, leave a comment below.