On: July 21, 2015
In our million-channel universe, with our fingers clicking and swiping relentlessly, reaching consumers with a compelling message about your business or cause isn’t easy. There are simply too many channels and too much noise. We are overwhelmed.
But the need to connect with the people who matter to you, and getting them to take the action you want, hasn’t changed. So what’s a poor marketer to do?
More and more are turning to inbound marketing. That’s defined as using interesting, relevant content like blog posts, videos, white papers, infographics and more to draw a prospect’s attention, rather than taking traditional approaches that interrupt content people want to consume (like TV shows or magazine articles) with ads in an attempt to capture interest.
The average consumer is bombarded with thousands of ad and brand mentions each day, online and offline. We have taught ourselves to ignore it. Yet with the ubiquity of social media and the web, inbound marketing is becoming a cornerstone strategy for many organizations. And with good reason – it is better than the alternative.
So why is inbound marketing better than interruption marketing? Here are five reasons:
1) Relevance – You can create content that means something to your audience – it speaks to their hopes, fears or aspirations. You can inform or entertain them. That means they are much more likely to pay attention and engage.
2) Thought leadership – With inbound marketing a brand can clearly demonstrate its value and thought leadership to its audience. It’s about showing rather than telling. Creating that credibility is often vital to success.
3) Build relationships – By sharing content that is important to your audience, you are building a relationship with them by being useful. They are opting into your content. That means you own your audience, compared to renting it from an advertiser. The communication is also two-way, allowing you to actively engage with your audience to nurture the relationship.
4) Affordable – Paying to reach a widespread audience through traditional channels has become nearly cost-prohibitive for most businesses or organizations. Inbound makes marketing affordable if – and this is a big if – you create content that resonates with your audience.
5) Measurable – Good marketing generates measurable results. With inbound marketing you can get a daily sense of how your efforts are working in generating unique visitors, engagement and warm leads.
And that’s just the start. According to one report, B2B companies that blog generate 67 percent more active leads than those who don’t. Inbound leads also cost 60 percent less than those generated by traditional advertising.
Want to learn more about how to put inbound marketing to work for your business? Download this free Bonfire eBook.