Written by Jason Zagami

Let’s first talk about the traditional form of marketing, known as Push Marketing, and why it has become ineffective. Push Marketing is the process of interrupting and annoying people with your brand’s message. This can be presented via commercials, newspaper ads, pop-up ads, etc., but the Internet has made it much easier for consumers to shut these out. You can use a pop-up blocker or pay extra for an ad-free membership, but in reality, people have just gotten used to mentally tuning them out.

Inbound Marketing takes a more human approach. It attracts, nurtures, and delights viewers with content that is relevant and interesting and resonates with them. Someone who is interested in your product or service will end up searching for it on the web. Their curiosity has already given you a jump start, so meet them there with content that is helpful and answers their questions. The key to Inbound Marketing is that you begin by being helpful -- not pushy, annoying, or salesy. If you’re doing your best to be helpful, the sale will happen naturally. People will actually welcome seeing your company’s name, instead of running for the hills.

Why Doesn’t Everyone Use Inbound Marketing?

Because It takes mental effort and patience, it’s out of the comfort zone for many people.

“Traditional Marketing is about the width of your wallet. Inbound Marketing is about the width of your brain.” Brian Halligan

Inbound is a relatively new concept that takes some time to wrap your head around. Even so, I feel bad for marketers who don’t take the time to educate themselves on Inbound. They’re really doing a disservice to themselves and their stakeholders. Take some time to reach out and ask an expert to clearly explain it until you really get it. It just makes sense to me that anyone who understands it and it reads the case studies would want to begin immediately.

How Does It Work?

Think of the last time you researched a purchase online, whether it was a retail purchase or B2B contract. You searched for answers, read or watched several pieces of relevant content, educated yourself, and then made a decision.

In your own company’s case, you assess who your ideal customers are, and create robust content that will draw them in. You educate them, fulfill a need, earn their trust, and then earn their business.

B2B researchers do 12 searches on average prior to engaging on a specific brand's site. (Google, 2014) (Source: https://www.hubspot.com/marketing-statistics)




Why Do You Need To Start Now?

Depending on the time and resources available to implement it, it could take a few months before your content begins to generate leads. Think of each piece of content like a deposit in a savings account. Each one alone isn’t necessarily worth a lot, but over time they add up...and keep adding up. It’s exciting to see your sales and customers increase by leaps and bounds when you’ve amassed a solid library of relevant content.

So, start now before your competition gets ahead of you. It’s a matter of when, not if it catches on. The numbers don’t lie. View Case Studies Here.