Why Businesses Are Shifting from Outbound to Inbound Marketing Strategies
With the rise of the internet and online shopping, consumers are becoming more and more conscious about their purchasing decisions. Given increasingly saturated markets, it’s not hard to see why. Most consumers aren’t as easily swayed by traditional advertising as before.
It is for this exact reason that businesses are slowly moving away from traditional marketing strategies. Tactics like print ads, TV commercials, even product claims purported by the company itself are not as effective as they were a few decades ago. In fact, the more overt the marketing strategy, the less likely it will be to generate a sizeable amount of revenue for the business.
The Rise of Inbound Marketing
Businesses are now leaning into what is called inbound marketing because of consumer behavior. Most consumers try to make smart purchases by doing a lot of research online. In the process, businesses are unable to even get their foot in the door since a lot of consumers are already aware of what they need.
Shifting a business from an outbound marketing style to an inbound marketing style can be daunting. Getting the help of an inbound marketing agency can help businesses understand what needs to be done and how it can be executed. This will help increase the number of converted leads that a business can get.
Effective Inbound Marketing
Apart from enlisting the help of an inbound marketing agency, it’s important to also stay updated on consumer behavior and market trends. Doing so allows businesses to better position their offerings to their target market. This will also help businesses to create better inbound marketing strategies.
Take this scenario for example: since most of their potential customers are always on social media, it would make sense for a startup tech company to have a page on Facebook. This way they can engage with potential clients through a platform that they are already on. What would not make sense in this example would be to try and go door to door and ask people to explore their product offerings.
Inbound Marketing and SEO
The true purpose of inbound marketing is to let potential customers do the legwork for a business, since that’s what they are already doing in the first place. Given that they’re already doing a lot of research online and reading articles, businesses can take advantage of this behavior by making sure that the customer can find them via whatever article they are reading. This is where search engine optimization can really help.
While the primary purpose of search engine optimization is to increase the search engine rankings of a website, its secondary purpose is to increase brand awareness through subtle means. This can be done by writing articles on a different website that give readers information about how a business’s services are used. Doing so allows readers to find the information they need, but also a potential brand that they can work with or purchase from.
Basically, inbound marketing is simply a marketing strategy that is appearing to be more relevant in this day and age, given the seeming independence of consumers from advertising clichés and tactics. Inbound marketing allows businesses to be more visible to an audience without taking the decision-making power away from potential customers.