The type of marketing we do at Sudymo Web Services is different from what you might call “traditional” marketing.
What most people traditionally think of when they think of marketing has come to be known as “outbound marketing”. It’s things like inside sales, telemarketing and cold-calling, attending trade shows, direct mail, print ads in newspapers and magazines, television and radio ads, and even mass email blasts. If you’ve ever watched Mad Men, you have a pretty good idea of what outbound marketing is.
The Internet has given rise to a new form of marketing, called “inbound marketing”, which is the type of marketing we do. Inbound marketing is things like search engine optimization and search engine marketing, pay-per click advertising, corporate blogging, interacting with fans and clients on social media, targeted landing pages, free tools and trials, and the holy grail of inbound marketing: when something goes viral and spreads across the Internet like wildfire.
The biggest difference between outbound marketing and inbound marketing is its focus. Outbound marketing focuses on the company and its services. It’s characterized by phrases like “This is what WE do”, “Why you should buy from US”, “Look how great OUR BUSINESS is”, and “Learn about OUR COMPANY”. Inbound marketing is focused on the potential client and what you can do for them. “Read our blog TO LEARN MORE”, “Increase your profit. HERE’S HOW”, “Let us answer YOUR QUESTIONS”, and “How to drive sales WITH FIVE EASY STEPS” are examples of the message of inbound marketing.
Outbound marketing is interruption-based, meaning the advertiser is trying to get you to stop what you’re doing and pay attention to them, like when a commercial interrupts a television show, which let’s face it is when most of us go to either the bathroom or the kitchen, or check our email, read our friend’s Facebook updates, scan our Twitter feeds… Inbound marketing is permission-based, which means that it earns people’s interest instead of buying it. Inbound marketing builds trust, interacts with customers, and gets them excited about your product, service, or brand, and because they’ve given you permission to market to them, they actually WANT to hear from you and therefore are better-qualified leads.
And that’s what I’m going to talk about for the next few posts: Inbound marketing, or marketing you won’t hate.
Stay tuned for Inbound Marketing Part 2: How Does Inbound Marketing Work?