In 2001, the first companies started to discover the online world for their company and invest in search engine marketing. This form of online marketing was very favorable at the time – many marketers felt it. Soon almost all of them had the new trend and jumped on the train. It didn’t take long for paid ads to lose effectiveness. The time was ripe for inbound marketing.
Inbound and outbound marketings are fundamentally different: While outbound marketing the company tries to find the customer, the customer should find the company in inbound marketing. Marketers focus their efforts on making the potential customer’s search successful.
In traditional marketing, many methods are not targeted at the target audience. The best example: all of us are usually annoyed by advertising and have learned to hide it. Many companies are still relying on cold calling, print ads, television advertising, mass e-mail, and trade fairs.
Meanwhile, these methods are far from being as effective as they once were. It is still possible to receive such attention, but it proves to be very costly.
Outbound methods and Inbound methods
Instead of annoying people with TV spots, they create videos that a potential customer would like to see. Instead of buying print ads, you create your own business blog, which the interested parties like to read because it offers good content. Instead of running cold calling, you create helpful content so that prospective customers become more curious.
Inbound Marketing Components
We define three components that are indispensable for inbound marketing:
Content: Content creation is the pivotal point of any inbound campaign. With it, you attract potential customers and lure them to your company page.
Seo: SEO makes it easier for potential customers to find the content. They appear higher in search engines, where most customers start their buying process.
Social media: Social media enhances the power of your content. As soon as your content is distributed through various networks, it is also discussed, commented on and disseminated. You will attract more qualified visitors.
Benefits of Inbound Marketing
Lower costs: Outbound marketing means spending a lot of money – whether it’s buying ads, buying email lists, or renting a stand. Inbound marketing means creating content and talking about it. A blog costs Nothing at first and also a Twitter account is free. But both can lead thousands of visitors to your website. As a result, the marketing ROI of inbound campaigns is significantly higher.
Better targeting: Methods such as cold acquisition or mass e-mail are usually not targeted. However, if you run inbound marketing, you only reach the people who have qualified themselves as a potential customer. You have either shown interest in your content or are even interested in your product.
Investment rather than cost factor: when you turn on a “buy-per-click” AD, its value expires as soon as your budget is depleted. To permanently get a high position in Google, you would have to pay further. But if you use your resources to create qualitative content, you will get significantly higher positions – quite naturally. So you can keep your position until someone replaces you. But their content is ranked the higher, the more authentic and longer it is on the web. So the sooner you start, the better.
Inbound marketing thus helps companies whose previous marketing mix no longer works and companies that want to grow faster. Anyone who chooses to do so should stick to his decision: Wouldn’t it be a pity if they start producing content and then just stop?
Your readers and Google appreciate it when they produce high-quality, relevant content – leads and customers are easily generated from this point on.