An Agency’s Definition of Inbound Marketing
“Inbound Marketing” is a term that has been thrown around quite a bit in recent years. Although tons of businesses and marketers claim to know what it is and are “experts” in this field, however, there’s still a whole lot of mystery and confusion surrounding the concept. So much so, in fact, that we frequently have individuals approach our team to ask, “What the heck is ‘inbound marketing,’ anyway? Could you define it – simply?” Because we’re so passionate about inbound, we’ve built this post around defining the term so that you can understand and get excited about it too!
Inbound Marketing is a Science
One of the first ways to define inbound marketing is as a true science. Beyond just slapping a few words together on a page and calling it “content,” inbound marketing works to systematically break down the buyer cycle to understand the thoughts and behaviors of consumers in order to fulfill their needs and wants in the simplest, most effective way possible. Inbound marketing considers all demographics of all buyers from all angles. Through the process of developing “buyer personas,” inbound marketers are able to tap into the psyche of the consumer marketplace and anticipate what will motivate and drive individuals to make a buying decision. This allows for intentionally crafted and uncommonly valuable content creation that will make sure that everyone – buyers and sellers alike – get what they want and need.
Inbound Marketing is an Art
Science is great, and the study and analytics of the consumer mind are incredibly valuable, but without a little finesse, they’re useless. An inbound marketer can understand what makes a buyer’s mind tick, but blasting customers with straight facts and information can be a huge turn-off. Today’s consumers want to be wooed. Before making a buying decision, a shopper wants to feel as though they are truly valued and understood not just from a cognitive level, but from an emotional one. This means that inbound marketing must also be defined as an art. Content needs to be pieced together in a way that is visually and emotionally appealing to various consumer audiences.
Inbound Marketing is a Living, Breathing Thing
The biggest mistake a marketer can make is to treat inbound marketing as if it’s just an idea. Instead, it’s important to define inbound marketing as a living, breathing thing. In the past, people were subject to outbound marketing advertisements that continuously fired shots out en masse, just hoping to hit a few targets. Unwanted and unsolicited information was blasted at consumers. Today, these methods don’t work. Consumers are sick of ads and are going out of their way to remove them from their lives. Instead of feeling like just another number, customers want to feel like they’re in a relationship with the brands that they work with. This means that companies can’t talk AT their customers anymore; they have to converse WITH them. Listening to feedback from customers and altering your content to meet their changing needs is a huge part of this.
Social media is another critical component. Inbound marketing absolutely must be present on social platforms like Facebook, Twitter, LinkedIn, Instagram, Snapchat, and more. This is where true interactions take place and where you can further get to know your audience. It’s important to remember, too, that as a living, breathing thing, inbound marketing is constantly evolving. Just when you think you’ve mastered it – BAM! – the trends have changed. You always need to be on your toes and ready to switch up your methods to stay alive in the world of inbound.
Are you interested in learning more about what inbound marketing is? Ready to bring your inbound marketing campaign to life? Let the pros at Madison Taylor Marketing steer you in the right direction. Give us a holler to learn more today.