Let's start this by asking yourself, "When I market my company, am I a bullhorn or a magnet?" The answer to that simple question will open your eyes to the differences in Inbound and Outbound Marketing. Did you just ask yourself, "What is this 'Inbound Marketing' you speak of?" Let me tell you a story about my transition...
I recently found myself asking those same questions. Being an Advertising Marketing Major, my Alma Mater drilled Outbound Marketing in my head. After college, I landed a position in automotive sales. Dealerships insist on outbound marketing, so I knew exactly what to do in order to generate new leads: SPAM EVERYONE and EVERYTHING! I literally put my business cards on every car I would walk past in a parking lot. Every time I would leave a tip at a restaurant, I would also leave a business card. I quickly realized it was only costing me money and littering the parking lot. After two years in automotive sales, I learned a lot about their strategy and how nothing has changed in their marketing department since the beginning.
I needed a change in my life so I went on a job search. With many failed attempts and interviews, I was referred to an amazing company that encouraged me to think outside the box. The interview process took well over 5 months on and off. With my strong trait of persistence and being slightly annoying I finally got the call I've been waiting for, "Stephen, we'd like to offer you a position in our sales department!" "YESSSS," I was relieved to finally be with a group of people that are creative, fun, passionate, and most importantly, goal-driven.
My first question in this new position was, "Why did it take you so long to hire me?" The response I received was so in-depth I was overwhelmed. My boss said, "We look at any new addition we make to our team as a long-term relationship; this includes our employees and clients. We don't have interviews, we have relationship meetings. You went on many dates before marrying your wife, correct? Well, that's how we handle our relationships." My mind was blown at this point! So I stepped back and put all the pieces together, finally seeing the big picture of Relationship Marketing.
Inbound marketing gives you the freedom of connecting back with the customer. It builds that relationship with a customer like no other. This two-way communication helps brand the company and make it more human. When the customer needs information, they are able to find it easily via the internet or social media. This will bring exposure to a company and helps build the reputation of being, "the helpful expert."
Business today is based on relationships: Working with people who you know, like, and trust. Inbound marketing will help build that relationship and inform customers on how useful you are. Make your Brand the Product, not the Product as your Brand.
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