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Why inbound marketing?

Posted by Randy Smith on Nov 2, 2011 5:35:47 AM

"Hello Mr. Smith? How are you today? My name is Sam Jones and I believe this will interest you also. We are giving a special..." Blah, blah, blah.

The days of knocking on a potential customer's door to sell them a product is quickly going the way of the dinosaur. Cold-calling, print advertising, telemarketing, and tv advertisements are all intrusive and poorly targeted. This traditional sales model is often called "outbound marketing". It focuses on finding customers by any means possible.

In today's fast-paced world, most people have no time (or the stomach) for cold-calls or these other methods of invasive sales tactics. Consumers are smart and they know what they want and need. You don't have to scream it or "pitch" it to them. They get it. People by from whom they like OR from someone that they have heard wonderful things about. They also buy because they feel a connection.

What people say and feel about your company, brand, and products are quite often the determining factors in attracting (and retaining) new customers.

Inbound marketing on the other hand is one of relationship building, trust, respect, and communications. You earn a customer's business. What people say and feel about your company, brand, and products are quite often the determining factors in attracting (and retaining) new customers. It focuses on being found.

Inbound marketing is about creating and providing something of value to people, and then communicating about these services or products via the internet and social media outlets. You provide channels to help educate or entertain, and allow consumers to communicate with you regarding their ideas, thoughts, and needs with regards to your product or service. Instead of approaching customers directly, inbound marketing attracts customers through word of mouth and web searches. You are providing a solution to what they are looking for as opposed to forcing a product upon them that they may or may not need.

This type of sales approach is conducive to the natural sales cycle and is much more fitting to today's intelligent consumers. Inbound marketing and sales provides us with noninvasive methods for both presenting and tracking the effectiveness of a companies products and services. And the Internet is the absolute perfect vehicle for using this wonderful marketing approach.