Although they were many and drastic changes that Internet generated in the Marketing techniques, in recent times one of the most significant changes was conceived: the Inbound Marketing.
Traditionally, the orientation of the various marketing techniques was from the company to potential clients, breaking into their daily life. The Inbound Marketing is here to change it: now the clients come to our company, attracted by solutions to their problems and needs.
This not so new technique (born several years ago by Brian Halligan) made radically change the orientation in which marketing flows.
Traditionally, the orientation of the various marketing techniques departed from the company to potential clients, breaking into their daily life. The Inbound Marketing is here to change it: now are the clients who come to our company, attracted by solutions to their problems and needs.
For decades we have used marketing techniques that we have inherited from our parents and grandparents: advertisements in magazines, radio and television ads, mailings (promotions through traditional post), brochures, catalogues, Public Relations, Telemarketing. All the effort of these techniques was orientated from your company to your potential customers in an increasingly strong attempt to capture the their attention and transform them into final clients.
With the advent of Internet the techniques altered slightly. It continued with the traditional strategy to seek out potential clients with marketing arsenal, but changing the "ammunition": massive promotional emails, advertising on online directories, web banners paid, click payments and payments for search engines views.
This is known as the Outbound Marketing or, in other words, the marketing that comes from the company, aimed at potential clients.
Currently these techniques are becoming less effective for one simple reason: people are tired (worn-out in some cases, including this writer) of the constant publicity invasions to their everyday life. What are their potential clients starting to do? Just blocking them or ignoring them more and more. No one looks in the Yellow Pages for specific service neither is paying enough attention to the ads.
Internet is becoming increasingly important at the time to fill the needs of not only entertainment or education, but solutions to problems or needs of both business and personal.
It was like this as the Inbound Marketing emerged. Its concept is to alter the direction of flow marketing techniques, guiding them to be there, where the potential client searches for a solution to his problem or need, simply letting him to locate us. It is no longer the company that makes efforts to attract the attention of the Ideal Clients, breaking every day with more aggression in their daily lives, but simply one wants to be present there where any person who has some problem or need to cover, will look for the solution.
To understand clearly the concept, let’s see a simple example:
Let's suppose that you plan to go with your family for vacations to Buenos Aires. You have never been you do not know anybody. What do you do? You resort to Internet. Searching in Google you find an article on a blog of a Hotel in Buenos Aires. It explains what activities perform in that city, very useful information for you. Navigating a little more, you discover another excellent article in the same Blog: "Tips to enjoy Buenos Aires in family.” THAT is exactly what you planned to do and what you needed, so you don’t read it but you consume it in less than 2 minutes. Then you leave a comment on this article, consulting on more information about a particular activity. Within a few minutes they respond, providing more detailed information.
What will be the first place to consider staying with your family when you travel to Buenos Aires? There is no doubt that it will be this magnificent hotel that gave you so much information, very useful for you. "They know what one has to do with his family in Buenos Aires, it would be an excellent idea that I stay with them.”
What has happened is Inbound Marketing. You found the article on Google, you were the one who entered the web site of the Hotel and it was you who auto- became convinced to stay there.
We have analyzed the change in the direction in which the marketing techniques flow in the Inbound Marketing. But what are these techniques?
Inbound Marketing techniques meet certain main characteristics:
The Inbound Marketing has the following areas:
The Inbound Marketing has great benefits for your company, both in attracting new clients and also in reducing the cost to attain them.
If we consider that the Inbound Marketing requires little capital investment, is more efficient and what one creates is always working sending us potential clients interested in our solutions ... What are you waiting for to change from the old Marketing to the Inbound Marketing?
The first thing you need to do is identify your Ideal Customer.
By having the Profile of your Ideal Client you will become aware of those problems, doubts and needs he currently has, as well as where is he on the Internet: what browser does he use? (Google, Bing, Yahoo!), is he taking part in Forums? Does he use Facebook, Twitter, LinkedIn? Does he read their mails through Smartphone?
Once you are aware of what your Ideal Clients need and where and how are they looking for, it is time to think about your Content Generation Strategy.
Apply the various Inbound Marketing techniques previously detailed. Do not spend time in places where your Ideal Clients are not, start with the places they frequent most.
As your business gains more clients and the increase in your revenues allows you to hire more staff, you’ll begin to have more free time. This will result in a new Stage. At first, you went to those places where your clients were ... in this new phase, you should visit new places to experiment with the techniques of Inbound Marketing.
Surely will be a surprise, maybe you’ll change the direction of your business and need to change the form or characteristics of your products and/or services. Why, you ask? Because I assure you that you’ll find a new Ideal Client much more profitable than you could ever have imagined.
Take 5 minutes and assimilate this new information you are beginning to know. Think of the time and resources currently being invested in the Outbound Marketing and the results that have been obtained.
Finally I want to leave with a question that I’ve done to me often: Traditional marketing is dead or still has life?