Think about it. The internet and digital media are changing marketing today like television did back in the 50's . As homes added TVs to their living rooms, businesses had to figure out how to deal with this new media where customers could actually see the products.
Companies started sponsoring shows and newscasts as they tried to figure out the best way to use this new device. They coordinated their television and radio campaigns with direct mailing and print media to push themselves in front of potential customers. Marketers were in control. It was traditional "outbound" marketing.
With today's technology, the same techniques don't work as well. Today's consumer expects to be more in charge of the transaction. Along with the increased access, it's no longer just the case that the customer is always right. Now, they are also usually well informed and sometimes as much as 90% through the buying process before they ever contact a business about a purchase.
To connect to today's buyer, you have to have an inbound marketing campaign. You're expected to have your website and your social media accounts. Inbound marketing sets these tools up so that when buyers discover their need for the products you sell, you are the expert who is helping them make their decisions.
Think about your own last, major purchase. If you were thinking about buying a new laptop, you might have gone to your favorite search engine and typed in "how to choose a laptop." Within a few seconds you had dozens of articles with titles like, "Laptop Buying Guide: How to Buy a Laptop."
That didn't happen by accident. The companies providing those "How To" guides did their research to know what people searched for. They made certain that their Facebook pages and Twitter accounts provided quality, relevant information that their buyers would want to use.
Inbound marketing is a magnet, not a sledgehammer. It uses your online presence to offer valuable content to people who need it in order to attract them to your organization. Whether you are B2B, B2C, nonprofit, or otherwise, through your website, blog, and social media accounts, inbound marketing positions you to be the expert buyers can rely on as they look for solutions to their problems.
