Content marketing

Inside the Principles of Inbound Marketing Strategies – CMSWire

Summary

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Inbound marketing is any marketing campaign where consumers initiate an interaction with a brand. This allows them to attract prospects with value-added content and/or experiences tailored to their interests. This organically connects the prospect to a brand.

According to a report from Statista, 29% of US B2B companies plan to explore inbound marketing as a marketing strategy in 2021. That ranked below:

Account-based marketing (ABM): 46%Video marketing:…….

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PHOTO:
Elite-Photography

Inbound marketing is any marketing campaign where consumers initiate an interaction with a brand. This allows them to attract prospects with value-added content and/or experiences tailored to their interests. This organically connects the prospect to a brand.

According to a report from Statista, 29% of US B2B companies plan to explore inbound marketing as a marketing strategy in 2021. That ranked below:

  • Account-based marketing (ABM): 46%
  • Video marketing: 41%
  • Influencer marketing: 38%
  • Artificial intelligence: 38%
  • Retargeting: 33%
  • Personalization: 32%

The History of Inbound Marketing

Business owners have used inbound marketing tactics for decades. However, the founders at HubSpot, a Cambridge, MA-based marketing and sales software provider, are said to have formally identified these marketing-strategy concepts in the early 2000s.

HubSpot defines inbound marketing as “a business methodology that attracts customers by creating valuable content and experiences tailored to them,” according to Jon Dick, HubSpot senior vice president of marketing. “While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have.”

HubSpot founders Brian Halligan and Dharmesh Shah met at MIT Sloan School of Management in 2004. They noticed a shift in the way people shop and buy, according to Dick. Consumers were no longer tolerating interruptive bids for their attention; in fact, they were immune to these traditional outbound techniques, Dick added. The founders devised a new way to market: inbound marketing. This allowed companies to match their marketing with how buyers liked to buy, Dick said.

“They built a new type of marketing application to help them pull it off that adds value rather than extracting it,” he added. “Today, the inbound movement continues to empower businesses around the world to stop interrupting, start helping, and return their focus to the customer.”

Related Article: 7 Costly Misconceptions About B2B Content Marketing

Inbound Marketing vs. Outbound Marketing

Inbound marketing courts customers and prospects without directly contacting them. Outbound marketing specifically targets them through tactics such as email marketing blasts.

“The comparison between inbound marketing and outbound marketing is clear,” said Christine Bowes, associate vice president of marketing at All Campus. “Inbound marketing is a pull strategy that draws prospects in through relevant, useful or meaningful content, while outbound marketing is a push strategy that aims to intersect targeted prospects with a brand message.”

With inbound marketing, the customer initiates interaction while the marketer initiates contact with outbound marketing, according to Bob Conklin, solution marketing leader at Adobe. Outbound marketing often sends a message to a massive amount of people in the hopes of making a sale, Conklin added. This strategy is rooted, he said, in the thought that the larger the group you message to, the larger the return.

“In contrast, inbound …….

Source: https://www.cmswire.com/digital-marketing/what-is-inbound-marketing-and-how-does-it-support-marketing-strategy/