Marketing is an important aspect of any business.
Business owners and entrepreneur understand that the thrust of any business is dependent the amount of awareness it has.
This means that promoting your company's product and services is directly proportional to your customer acquisition.
Marketing for businesses is evolving, the way companies approach outbound marketing has changed drastically in the last few years. The new marketing tactics used by companies is now the inbound marketing strategy.
If you're unsure what I mean by inbound marketing and outbound marketing or you don't know the difference, read on.
Outbound Marketing simply means a marketing strategy in which a business or company advertise its products and services with information for the consumers even if they are not looking for those products or services.
Majority of the time, companies do outbound marketing through the use of television, print ads, direct mailers, radio and the likes. Sadly, this is how traditional advertising works which is not only interruptive and poorly timed, it can also be quite expensive with low result.
As a tech startup, this form of advertising is highly not advisable as you will be most likely paying an arm and a leg without any reasonable guarantee of success.
Inbound Marketing is a marketing strategy that is arguably more affordable with more success rate and highly recommended for small businesses and tech startups that are focused on ROI.
The idea behind inbound marketing is to target a specific audience through useful and qulaity content to entice them into finding out more about your products or services.
This is very effective because you are targeting consumers who are actually looking for products and services that you provide, instead of spending lot of money on advertising to the general public that may not be needing your products or services.
An online presence is required for a successful inbound marketing campaign.
Content marketing - using social networking platforms such as Facebook, Twitter and Linkedin. Best practice is to post useful and helpful articles and videos that are related to your products or services.
This content should not only be about your company, instead it should provide useful content to the consumers.
This is an interesting approach because you will be enticing consumers to stick with you as well as giving them the chance to share, this will in turn help you to build awareness and also traffic to your website.
Deals and Incentives - Give your followers incentive for following you, such as giving free eBooks or special deals on your products or services.
A good strategy will be to create a landing page that your inbound campaign will lead to, from your social network pages. This landing page will contain the incentive that will lead to sale conversions for your business.
Communication – one of the advantages of inbound marketing has over outbound marketing is that it allows you to have direct communication with your consumer.
Using your presence on social media, you can ask your followers for their input regarding your products and services. This is an excellent way of expressing you care about your customers while giving you the opportunity to improve your business.
Still confused about the right strategy to use, from my view it depends a lot on available resources that your company has but all companies either big or small, should use inbound marketing strategy.
However, companies with huge resources shouldn't ignore the benefits of reaching a broader audience for awareness using inbound marketing. As companies realize the moneymaking capabilities of inbound marketing, they become more comfortable with the thought of integrating it into their campaigns.
Cover Image Credit: Sasquatch I
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