New Age Marketing: Inbound Leads for Everyone
Any marketing goal can be boiled down to this simple premise: making it easier for people to learn who you are, what you do, and how they can interact with you. This concept has been established for as long as media has been consumed, and the traditional marketing methods – radio & tv commercials, newspaper ads, billboards – are the first few you associate with marketing. But inbound marketing is where you get more bang for your buck.
Traditional marketing methods are placed out of context of your business, sandwiched somewhere within another context. Radio and TV commercials air in between programming segments - for marketers right in the middle of your favorite show for TV or your favorite song or host on radio.
It’s designed to attract new customers and exposure your brand to a new audience and it has and does work.
The basic agreement we have with media is that in exchange for getting the content we want to get (music on the radio, our favorite shows on TV, etc), we have to sit through and absorb content that we didn’t ask for.
Even newer mediums, like streaming platforms now have built in ads that we have to sit through to see what we came for. Subscription-based content aside, it has long been a sort of understanding, even if we can find advertisements frustrating if there are too many, too long or poorly made.
For decades, the only businesses capable of true inbound marketing were the most powerful. Think Coca Cola and Colgate spending money to produce expensive and star-studded specials on network television in the 1950s and 60s.
Today, creating inbound marketing is far simpler and far less expensive.
Smart brands are able to use social media, websites, and other digital platforms like podcasting to create compelling content for potential customers that isn’t just sandwiches between other content that they actually came for.
Creating content for your digital platforms and growing a following on social media are the simplest way to implement inbound marketing - getting eyeballs on your message and encouraging people to reach out to you for more information on who you are, what you do and how to get in touch with you.
A well-executed digital marketing plan will bring people to you and build trust with consumers.
Think of your digital marketing campaign the way you would an individual, top-selling salesperson. A good campaign consistently makes person-to-person contact with new potential customers, finding new ways to invite them in to learn more.
Just as a word of mouth referral to a sales person usually yields results faster than one traditional advertisement, a good inbound digital marketing plan will yield results for your business.