Digital overexposure and noise have made us more discerning when it comes to time and attention. Inbound marketing, or incoming marketing, are digital methodologies and tools that prequalify people exposed to your business through useful, relevant and, in particular, credible content. The channel universe employed is primarily blogs, search engines and social media.
As always, it's wise to think less about what you’re going to sell, and more about what challenges and needs your customers have. By developing content that addresses these issues, digital tools find the way to relevant people more efficiently than ever. This is how to better prepare long-term trust and credibility.
The term 'Inbound' thus describes a process whereby purchasers and potential customers themselves make contact with the seller. Initially, this dialogue takes place via email and chat before consultants and experts take over. With machine learning and AI, the process can become even more cost effective.
Targeted audiences themselves decide what they are going to be exposed to
Digital overexposure and noise have made everyone more discerning when it comes to time and attention. Many also block commercial messages and classic mass communication is unable to compete on price; neither it terms of conversion nor of branding. Used correctly, Inbound adds both empathy and personalised dialogue. In addition, measurability and documentation make it cost effective.
Inbound marketing applies to both B2C and B2B
Inbound is an effective way for the majority of businesses to run their marketing and sales; whether they are referring to private individuals or other businesses. Inbound is best suited to businesses selling complex compound services or products above a certain value. Typically, the sales processes extend over an extended period of time.