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What Exactly Is Inbound Marketing?

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Traditional marketing pushes a product or service out to a customer. This communication is a “one way street,” where the customer can absorb the message but cannot interact.

When we think of traditional marketing mediums we think of radio, television ads, banners, and even cold calls. Each of these avenues inform the reader but doesn’t really “educate” them. The message in traditional marketing campaigns usually tells:

  • This is what WE {company} do
  • This is what you should buy from US
  • This is why you should buy from US

When you are sitting on your couch, watching tv and you see a commercial about toothpaste you may receive the message and might even absorb what the ad is saying.

But the information in this commercial wasn’t really something you WANTED to know, was it?

What you WANTED was to watch the rest of your tv show, uninterrupted. Because when you are sitting in your living room watching a show, even though it might be beneficial to you, you aren’t interested why you should switch toothpaste brands. The message from the tv commercial is being pushed at you from your television screen. 

So how is inbound marketing different?

Inbound marketing pulls the customer toward a message or offer. This form of marketing is interactive and provides value for the customer. SEO (search engine optimization), social media, blogs, websites, online videos, infographics, webinars, email, etc. The message in inbound marketing campaigns tell the reader:

  • Here is how to solve YOUR problem
  • These are the answers for YOUR questions
  • 5 Easy steps to help YOU

Inbound marketing revolves around providing value to the customer so that they come to YOU.

For example, when you go to Google and search “How to Whiten Teeth” and the keywords from your search bring up a toothpaste company blog on “3 Steps to Whiter Teeth in Less Than 3 Days.” This blog does more than just tell you what the company does and sells; it educates and provides value to the reader with a solution to a problem. This builds trust, brand awareness, and ultimately leads to better return on investment.

By using inbound marketing strategy you can be found by your customers instead of pushed at them. With inbound marketing you earn your way into customer’s mindshare so that when they are ready to purchase you are the first to know. 

Here at Nu expression we offer on-going inbound marketing services. For more information click here. 

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