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By: Noah Andrews
Outbound marketing or interruption marketing has long been the method of choice for companies who look to promote their products. And in theory, it makes sense. Promoting one’s product through continuous advertising, promotion and public relations initiatives seem like a sure-fire way to cut through the noise of the modern-day lifestyle. But in reality, more often than not you are simply adding to it. The answer to combating all the noise created by modern-day marketing, is simply to change the “out” in your outbound marketing strategy, to “in.” Inbound marketing is a technique that draws customers to products and services via content marketing, social media marketing, search engine optimization and branding.
“The answer to combating all the noise created by modern-day marketing, is simply to change the “out” in your outbound marketing strategy, to “in.”
An inbound campaign should be centered around these four principles:
- Standardize – to build trust and confidence
- Personalize – to create individual impact
- Optimize – for clarity
- Empathize – for perspective
Whereas outbound focuses on the masses, with techniques such as cold calling, email spamming and telemarketing, inbound marketing’s goal is to provide an improved customer experience. The idea is to try and build trust by offering potential customers information they value as opposed to information they merely tolerate. This can be done via company-sponsored newsletters, blogs and entries on social media platforms. As automation becomes more and more prominent in the life of all business professionals, the importance of doing business the human way has never been more important to the success of an inbound marketing campaign. AXIA Public Relations insists that a successful inbound campaign comes from the understanding of the idea and methodology behind inbound marketing, which can be broken down into three phases.
- Attract – Attract prospective customers and clients with thoughtful relevant content.
- Engage – Don’t explain what makes you different than your competitors to your client, show them! Sell them by helping them solve their problems, listen to what they want instead of telling them what they want, sell them by engaging with them!
- Delight – Provide an outstanding experience to every prospective client that engages with your company, no matter their scope.
The four principles and three phases are more than enough to get you on your way toward the development of an inbound campaign that attracts and retains clients at a higher rate. If you would like to learn even more, you can earn an inbound marketing certification from Hubspot Academy. It is a free and easy way to learn more about how helping your customers in a meaningful way will help benefit your company in the long run.