boomity

By adopting the "publisher" mindset and creating content that is of value to their customers, organizations can earn their way into the consumer's decision-making process. In the process, companies are more likely to be appear at the point their customers or prospects are researching or buying the types of products they are offering.

The most effective way to leverage “inbound marketing” is by setting up your community as an industry hub that will provides useful information to your prospects, and in turn enables you to get found by your prospects at precisely the right moment:  the moment they are researching products like yours.  

How exactly do you get found?  By creating a hub consisting of blogs, discussions, webinars, blogs, whitepapers, ebooks, etc., your rankings in the search engines will improve, increasing the chances that prospects find you through search. 

Likewise, if you are providing valuable content, with a little effort on your part, you will attract visitors through the blogosphere and other social media sites.

This stands in stark contrast to “outbound marketing” techniques which have become less and less effective for two reasons.  “Outbound marketing” is a crap shoot.  It’s about casting a wide net and hoping to catch something. 

Secondly, consumers have become less receptive to disruptive “outbound marketing” techniques such as telemarketing and advertising.  They are so many “channels” out there, that consumers increasingly tune “outbound marketing” techniques out.

You may be thinking, “isn’t inbound marketing a lot of work?”

While it’s true “inbound marketing” requires you to invest time into developing content, don’t be overwhelmed.  You can start small, and build up as you see results.  “Inbound” is a long-term strategy that over time will prove far more cost-effective than “outbound”.   

You can start by identifying content you already have that you can make available, and by blogging consistently, be it weekly or biweekly. 

Boomity also offers consulting services to help you develop content.  If you are interested, visit our consulting page for more information.