To generate leads most marketers today use traditional marketing such as trade shows, seminar series, email blasts, cold calling, advertising, and outsourced telemarketing, which are all called outbound marketing methods. These marketing techniques are getting less and less effective for two reasons. First, the average person is hit with over 2000 outbound marketing interruptions per day and to cope with it we are developing more and more ways to block them out, including caller ID, spam filtering, and satellite radio. Second, the cost of reaching your target market and for customers finding what they want through search engines, blogs, and social media is much lower than the TV ad or traveling to a trade show.
Therefore, it is time to transform your marketing. Rather than do “outbound marketing”, do “inbound marketing” where you help yourself to get found by people already learning about and shopping in your industry. In order to do this, you need to set your website as a resource (source of information) in your industry that attracts visitors through search engines, blogosphere and social media. This is what we are trying to do through our website. We always write and provide answers to what our clients need and are looking for. If you take a look around our website you’ll see that everything we write is about marketing, the web, and how to use the web to make your business more profitable. Basically, we try to help our current and future clients to achieve their goals.
To make a long story short, another great example that perfectly illustrates the possibilities of “inbound marketing” applied at its best is Marcus Sheridan of River Pools and Spas, from Warsaw, VA. Check out how much content their website has, how they use their blog, and what a resource they are for the pool industry. Needless to say, they are considered one of the top resources in the swimming pool industry in the US. Because they provide free, useful, relevant and interesting information for the public they are ranked on the first page in Google and they can not keep up with the leads and business they get from their website. Can you follow their business model?