In just the last few years, the marketing paradigm has changed dramatically.
The old paradigm consisted of outbound strategies, such as television and newspaper advertising, telemarketing, direct mail marketing, and trade shows, that sent generic messages to as many strangers as possible and was thrilled when 2% of them turned into leads.
The new paradigm consists of inbound strategies, such as blogging and social media, in which you meet and engage with potential clients online.
Once you have developed a relationship—and given your website visitors the opportunity to experience your solutions for themselves—many of them turn into clients.
Pros and Cons
The old marketing paradigm was expensive and intrusive.
The new paradigm takes much less money to develop, but it is time intensive and requires the willingness to learn new tools.
It also requires writing skills more than ever before.
Creating an Inbound Marketing Strategy
Some of the steps involved in creating an inbound marketing strategy include:
- Clarifying your business values and message.
- Creating a client persona for your ideal clients and identifying where they "hang out" online.
- Describing the needs your clients have and how your products and services provide them with the solutions they seek.
- Developing website, blogging, social media and content publishing strategies that meet the needs of your company and your clients.
- Setting up analytics and reports so you can measure effectiveness.
- Breaking tasks down into daily, weekly, and monthly action steps.
Want to learn more? Then click on The State of Inbound Marketing 2010, a great new report from HubSpot.com. |
Questions? Let's Talk
If you would like help creating and implementing an inbound marketing plan, let's talk.
I offer a free 30-minute telephone conversation that gives us the opportunity to get to know each other a little and find out if we will be a good match for working together. To learn more, click on Let's Talk
The Next Step
The heart of inbound marketing is a vibrant, constantly updating website that appeals both to your human visitors and to your search engine visitors. To learn more, go to: Website Development
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