The term” Inbound “, means that instead of marketer reaching out to consumer, the trails of content are created such as blog posts, podcasts, PR releases, blog comments, educational material, answers to popular questions, videos, presentation etc. Through this content audience (internet users) can proceed to website/business.
Traditional marketing is a different story. It works other way around. In traditional marketing you find clients. This is more like pre-selling your product before your consumers even know that you are promoting them something.
There is a secret of Advertising which has been emphasized again and again by Advertising and PR experts such as David Ogilvy and Edward Bernays. The less your advertisement looks like an advertisement the more chances it has of persuading your clients to buy the product which you are promoting. David Ogilvy mentioned that your advertisement must look like an editorial as people read editorials with much more interest than they read advertisement. So advertisers learn long ago that the best way to sell is not to sell or at least appear that you are not selling anything. (clever, right?)
Before asking your clients to purchase your product/service you have to build trust with them, educate, or provide useful information. This is the main idea behind Inbound Marketing. It more like a PR or brand building, it is kind of investing in your reputation and image.
The best part of this is that Inbound Marketing is not as expensive as buying an Ad during Super Bowl or paying to media digital companies. The only thing you are supposed to provide is your valuable time and some amount of money which is certainly nothing as compared to the amount spent on traditional methods of advertising.
There are a couple of examples of inbound marketing:
Providing educational content (video, how to)
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