What is Inbound?

It is a widely known expression that nice guys finish last. Depending on the context it is used, the thought remains debatable – nice guys may indeed finish last if they’re competing with cutthroat types, but if they are playing with equally good-natured people, there is a strong chance that they just might take the lead and actually finish first. In the world of business, however, this particular expression is one that’s largely believed to be true; and there is no coin toss on that!

People know that if you take your foot off the gas and take it easy for even just one quarter of the year, if you slow down a bit and let the others get a few steps ahead, before you know it, you’re miles behind - eating their dust! If you allow this to happen, it becomes quite difficult, sometimes even impossible to recover. All too often, this is even how brands fade into obscurity. Think of Nokia, you know, that brand of cellphones that used to rule the industry?

This dreadful scenario is probably the reason why businesses all over the globe, regardless of their size, are more inclined to implement aggressive marketing tactics to land customers or clients, or at a minimum, use these tactics to generate some leads. It’s all about getting ahead, even at the expense of a customer or with client relations.

Marketing Executives outline goals that their teams need to accomplish. Sales Managers become adamant on quotas that must be reached. All of these targets must be met regardless of the ramifications they may have upon customers or clients. It would perhaps shock you when you find out just how many companies and brands still resort to those time-consuming cold calling tactics, even though the numerous digital technologies we have today offer plenty of less annoying options to generate quality leads.

Those age-old outbound marketing practices rarely work in today’s modern world. They fail to produce results in this era because buyers are not only empowered, they are also overly stimulated by aggressive marketing messages and most often don’t have the time to spare to entertain your outbound marketing stunts. And if you dare bother them or disappoint them, what then?

How Does Your Data Compare?

Recent data showed that 94% of consumers discontinue communications with a company if they are continuously bombarded with irrelevant promotions or messages, 74% are inclined to switch brands if they are faced with a difficult process while purchasing, and 51% will never again do business with any company after just one negative experience with them!

These numbers give you a look into consumer tendencies, while also demonstrating how they are not happy with previous advertising practices. On the bright side, the same data showed that 93% said they would want to be a repeat client of companies that render great service. And 77% would share their positive experiences with friends through their social media channels and review sites.

Now, what is the relevance of this data? What exactly are they trying to tell us?

Yes. You got that right. Consumers themselves are telling us that there is a way of doing business and meeting our goals without compromising on the quality of our products/service. There is a way of doing business that is customer-centric – a manner of conducting business that is sure to delight and win over customers/clients. This concept will lead to more sales, an increase in revenue, and ultimately, significant growth for your business.

This manner of doing business is what marketers refer to as Inbound. So, what is Inbound exactly? Good Question - let us explain the concept in the next few paragraphs!

What is Inbound?

Inbound, simply put, is a concept – a business philosophy rooted in helping people. It is an improved way of marketing, an improved way of selling, and an improved way of providing assistance to your customers or clients in a way that benefits THEM!

While old outbound marketing methods actively seek gains through aggressive marketing tactics (or stunts), Inbound on the other hand, first seeks to build a level of trust and a relationship with strangers, prospects, or existing customers/clients. It means companies must first establish themselves as a reliable source of information in order for strangers to be drawn, and eventually, converted into paying customers or clients!

What makes the Inbound approach appealing to your targeted audience?

With the Inbound approach, you meet people where they are, on their journey of deciding which brand or services to consider while trying to solve their issues or address their current pain points.

Think about this, decades ago, consumers had to put up with certain brands monopolizing an entire industry of a particular commodity. This meant that consumers rarely had a choice. They got what was given. The choices were clear - settle for mediocrity or get nothing!

In today’s modern digital world, no industry can be monopolized forever. People have options, and they go where they get the most and the best value for their money. This implies lots of competition, and more often than not, the competition will eventually resort to the same old outdated marketing tactics.

So how do you stand out and beat the competition?
YOU GO INBOUND!!

Then again for those of you who have never heard of the inbound methodology before, the novelty of the idea might put you on the fence. You are not quite sure if it would work, after all, you’re on this page because you had to google what is Inbound in the first place!

So let’s go ahead and tell you why you should consider the inbound approach for your business.

Why Consider Inbound?

Inbound is a philosophy about drawing people in by first providing them with value. Whether it’s through helpful, educational content or by providing them the necessary services they could discover for free by reading the amazing information dispersed throughout your website. The concept behind the inbound methodology is focused on giving value above anything else. Done correctly, this approach will position you as a subject matter expert and encourage people to come back for more.

That being said, why consider Inbound?

Inbound lets people know you actually care about their problems, and that you actually have a solution for them. If through consistent use of the inbound approach, you can cement your reputation as an authority in your industry, the products and services you sell will automatically become a reliable choice for the customers/clients. In the opinion of consumers, your brand is personalized, relevant, and above all, helpful.

And these will only make them keep coming back for more...

So again, why consider Inbound? Because of all the wonderful things we have mentioned so far.

Interested to learn more about how the Inbound approach can help your business? Download our eBook and take the first step toward establishing your brand!