This cartoon from Hubspot says it all, people don’t like when people or businesses are not listening and are totally self-centered!
Inbound marketing is a permission based approach. It can include: blogging, SEO (search engine optimization), social media, Opt-in email marketing, etc. Inbound marketing only targets people who express an interest in your content, product or service.
Outbound marketing is an interruption based approach. It typically targets a general audience using television ads, print ads, telemarketing, cold calls, direct mail, unsolicited e-mails, etc
Unfortunately, we still see a lot of marketers and businesses use the outbound marketing mindset when using the Inbound marketing approach and still make it all about them. Keep in mind that your prospects and customers have access to countless source of information at their finger tips and are no longer restricted to doing business locally. Because of the power of the internet, word of mouth marketing is more important than ever.
Here’s a great quote by Jim Stengel, Former Global Marketing Officer of Procter & Gamble:
“What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships.”
You need to have a customer-centric business which should provide an outstanding customer experience and focus extensively on delivering value. Paying attention to the customers’ needs is essential in order to be successful with your inbound marketing efforts.
As outbound marketing is become less and less effective, your marketing strategy should be concentrated on creating visibility for your business and making sure that you can be found when your customers are looking for you. Inbound marketing lets you nurture current relationships, educate your prospects and be on their mind when the time is right without being pushy, disruptive or self-centered.
How easy is it for your ideal prospects to find your company when they need to?