What is Inbound Marketing?

Is it too obvious to say that it is the opposite of Outbound marketing?

Outbound is 'shouty'. It's all about you - the company doing the shouting. It includes things like we have a new team member starting, we have won an award, we have this fantastic new machine. The problem is that generally your customers aren't really interested too much in that.

If you first consider who your 'Buyer Persona' is, and put yourself in their shoes, then you start to get the idea. You have to think 'What would they actually want to read that we could write?'. To start with that's difficult, but it gets easier the more you do it.

If you imagine how you respond to LinkedIn posts, Google Ads, emails - it's the same reaction that you have. When you see content that you are drawn to, you are responding to a well-written piece of inbound material. You just have to think now what you can say that you have expertise in that other people want to read.

You also have to be prepared to give something away. You are building trust with a potential partner at some point in the future. At this stage though they are strangers to you and you have to nurture that relationship, even though you don't know them. After a while, and after consuming several bits of your output, they are more likely to be tempted to agree to enter their email address in return for a piece of really juicy content.

Even then though, it is important that you don't let your Sales people jump on them. This isn't a Lead - it's  Visitor. You are still building a relationship with repeated exposure to your content. When that Visitor is ready to ask about buying from you, they will let you know. They may click on a 'Call Sales' button, or contact you directly. You have to design the easiest way for them to get in touch when the time is right.

As you can see though, the key element of Inbound Marketing is to create a lot of really useful and interesting content. That's where most SME's struggle, and that's where we offer to help. We know our clients very well, we get under the skin of what they do well, and we learn what their market wants. It's only then that we can start to create content on their behalf and curate it in such a way that Strangers become Visitors become Leads and then become Customers.

Now you've read that, you're probably thinking - but isn't this a bit 'Shouty'? Well hopefully it has been educational and you've learned something. We've not asked for your email to explain it to you and if you don't want to, you never need to visit the site again. It would be nice if you did, because then we can offer you more insights, templates, e-books and all sorts of material to help you on your way. Hopefully one day, when you are ready, you'll get in touch and we can have a chat.

Then we will have proven the effectiveness of doing Inbound Marketing, the opposite of Outbound, by letting you choose the timing to contact us.

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