You may have found this term floating around the internet and are not quite sure about what it entails and how you can use it. But again, marketing is a term you understand.
Inbound Marketing is precisely what you think it is. It is an umbrella term for all kinds of marketing, content creation and promotion done online; like Search Engine Optimisation, Social Media, Blogs, Websites, Discussion Forum, etc.
Whereas, Outbound Marketing is done through TV, Magazines, Newspapers, Hoardings and Sponsorships.
I stumbled upon a really amazing blog written by Vital. The blog postulates differences between Inbound and Outbound Marketing in good vocabulary.
Inbound Marketing happens in circles; to draw an example from a product based brand, diversifying across India: Chumbak.
Chumbak in 2010, started out as a small retail kiosk in Shopper’s Stop, Bangalore. The company hasn’t looked back. Chumbak acquired customers and received great feedback; their product philosophy was cherished as it was unique; colourful. What did they do next?
They built their e-commerce website and started extended their product range and stores in different locations of Bangalore. Today, they have stores in all major cities of India. They got the youth hooked online on Facebook, Instagram and Twitter. Customers receive updates about new product launches, sales, events and programmes through creative, quirky emails. Surprisingly, Chumbak doesn’t invest at all in outbound marketing.
What do they invest in?
- Design, Concept, Colour and Illustration
- Targeting the right audience
- Branching out; Stores
- Social Media
- Word-of-Mouth Marketing
- Email Marketing
Chumbak is growing since.
In the same manner, many companies and brands find investing in inbound marketing crucial for the growth of their business. Why is that? Because each one of us is a potential customer who has gadgets at their disposal to browse, locate and discover what is trending locally as well as globally.
Our immediate response or reflex to acquire information has become searching for it online, or to use the lingo, Googling it. Our brain and behaviour have channelled us to incessantly quest knowledge by browsing or reading feeds.
Fun stuff; audiences’ search behaviour and virtual existence can be tracked and located online. Which gives companies realistic figures about their marketing ROI.
What keeps companies and brands ahead in the game?
Content stays as the highest authority for Inbound marketing. But for prospects to convert into effective leads or customers, inbound marketing has to be strategic and planned.
Content relies on keywords, but not heavily so. The written copy must effectively and coherently speak to, talk to and relate to the audience receiving it. The company or brand must have a sure management strategy as to how it plans to attract a potential client. The content Marketing team should vouch for the content to be:
- grammatically flawless
- coherent, clear
- audience specific
- well – planned
Inbound Marketing will have dominance over all forms of marketing in the near future. Businesses and start-ups who plan to grow steadily with an assured customer base should look for the best content strategy, right away.