Inbound marketing, is generating quite a bit of buzz. But what exactly is it? Should you adopt an inbound marketing strategy? Should you abandon your outbound marketing efforts? Before you make your next move, let's explore the ins and outs of inbound marketing.

First, inbound marketing isn't necessarily new. You've been doing it all along by establishing a presence where the customers are. For example, if you run an oil change business, your shop is likely located where cars congregate such as at a busy shopping center or in an automotive business park, right? You chose your location because you understood that customers looking for a place to have their oil changed would easily find you. That's inbound marketing.

Inbound marketing techniques ensure that you are easily discoverable to those needing your product or service. Outbound marketing involves sending out your message to the masses that may or may not need your product or service. For example, if you send out thousands of coupons for 10 percent off an oil change to residents in your service area, many of these residents may not even own a car. Some car owners will prefer doing their own oil changes while others already have a reliable oil change service. Outbound marketing is a numbers game where you cast your net far and wide, hoping to catch enough customers to make your efforts worthwhile.

But what if you knew where your customers were going for information? What if you had a presence there? Today's customers flock to the Internet for information before they make their purchasing decisions. By using inbound marketing techniques on the Internet, blogosphere, and social media sites, you are far more accessible to customers who want what you are selling.

Outbound marketing techniques such as direct mail, coupons, and telemarketing are becoming less effective. Many of today's consumers simply tune out. Their mailboxes are overflowing with junk mail that goes straight from the mailbox to the trash can. Their DVRs allow them to skip commercials. Their phone numbers are on the "do not call" list. And they get their coupons delivered to their cell phones or online.

In the past, customers found businesses by looking in the Yellow Pages. Not too long ago, they'd search Google. Today, they search Twitter. Word of mouth has moved online, too, with more people relying on online reviews and social network chatter for recommendations. 
 
The beauty of adding inbound marketing to your marketing plan is that you don't have to abandon your outbound marketing efforts altogether. Inbound and outbound marketing work well together - and you may already be doing it. For example, do you have your Web site's URL on your direct mailers? Do your service trucks have "Follow us on Twitter" decals? Blend inbound and outbound marketing techniques to build your social network. Those who are interested in what you have to offer will join your community. As your online presence grows, potential customers will find you. 

The popularity of the Internet, blogs, and social media sites has transformed inbound marketing as we know it. Customers are searching for exactly what you offer. Will they find you?

Contact RainMaker for a free consultation, and let’s create the right strategies and tactics to attract those valuable customers and keep them coming back for more.

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