The Internet has changed the game in the world of marketing.
Individuals are using the Internet in ways that take the power away from marketers and put it into the hands of buyers. We believe that the single most effective way to deal with today’s marketing environment is to embrace the idea of inbound marketing.
Inbound marketing is essentially another term to describe permission-based marketing. In a nutshell inbound marketing works by attracting interested prospects to your business by publishing, optimizing, and promoting valuable content online. That content, which is relevant to what you offer, is “called up” by interested prospects when they’re actively seeking it.
The buying process of today’s customers is enabled by the Internet and allows prospective customers to search, interact, and buy on their terms, not yours.
When formulating your internet marketing strategy to leverage the “inbound” concept, wrap your brain around these six ideas:
1. Individual – Unlike traditional marketing that involves pushing your message out to a mass group of people in the hopes that someone will be interested, inbound marketing is about connecting with individuals who have specifically sought out information related to what you offer. The individual determines the basis of the relationship they will have with your company – from the initial search on Google down to the method they’ll use to purchase. Recognizing that the power lies in the hands of the individual is something effective internet marketers understand.
2. Information – Considering that the Internet is formed by information, it’s no wonder you’ll find this word among the keys to effective inbound marketing. Your prospects will go online in search of information that facilitates their buying process. Sometimes this information is straightforward, such as finding product pricing and specifications. Other times, they seek information that is further removed from the end purchase. For example, prospects who visit this website are often looking for information on how to build an internet marketing plan. They’re not necessarily ready to hire an internet marketing agency but if I can be the source of information related to internet marketing planning, then why wouldn’t they consider Spark when it’s time to hire?
3. Involvement – Effective internet marketers are active in online communities where they can establish a commonality and relationship with their customers and prospects. Social media websites that involve sharing information, participating in conversations, and publishing useful content offer important ways for marketers to be involved.
4. Invitation – By this, we mean you’d better follow the golden rule of today’s inbound marketing — wait to be invited. Don’t barrage unexpecting individuals with unsolicited or unwanted messages. Instead, wait for an invitation. Invitations in the online world happen when prospects sign up to receive your newsletter, download a free guide from your website, register for your webinar, download a free trial, follow you on Twitter, become a fan on Facebook, or otherwise raise their hands and offer up their personal contact information. These inquiries are invitations of sorts that give you the permission you need to start an appropriate dialogue.
5. Integration – There is deep level of integration that can take place between inbound marketing strategies. Leverage such opportunities in order to optimize your presence online. For example, Twitter is not a standalone microblogging website. It’s a tool that can interact with LinkedIn, Facebook, and your own website. It can be used to share content, listen to your customers, participate in your industry, and build your presence in the search engines. When you build your internet marketing plan to maximize integration, you’ll get more bang for your internet marketing buck.
6. Intelligence – What good is any type of marketing without the intelligence to measure, analyze, and optimize your efforts? Intelligence tools abound in the world of internet marketing. Google Analytics and other lead intelligence and lead tracking tools offer valuable information to help your internet marketing program generate the leads and sales you seek. Always be thinking about how you’ll gain intelligence from everything you do online so that you can make it better over time.
When you understand and buy into these 6 “ins” you’re ready to start creating an effective inbound internet marketing strategy.
Need help creating an inbound internet marketing plan that attracts prospects, generates leads, and converts sales? Request a meeting to discuss your needs. Also, be sure to download our free SEO Guide or our free Inbound Internet Marketing Guide.
Posted by CristiSpahr on November 17, 2009 |
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