Inbound Marketing: New Big Boy on the Block
Okay, before you readers who do use traditional marketing get riled, I’ll be the first to agree that this strategy of marketing, specifically person-to-person networking geared toward referrals and business, is still alive and well.
But, for the online marketer, inbound marketing is the strategy that leads the race. Searching online is the first choice of people looking for products, services and information.
In case you’re not familiar with what’s involved in inbound and traditional marketing here’s an overview:
We’re all very familiar with traditional marketing. I’m sure most of us have been annoyed at one time or another by the telemarketer, television commercials and infomercials, and radio plugs. There is also the newspaper advertising, and don’t forget the environmentalist’s arch enemy: junk mail.
This form of marketing is considered invasive. You are the target and the marketing companies take broad aim and bombard you with funny, stupid, crazy, confusing, annoying, dumbing down, and once in a while informative commercials and advertisements. These marketing tools go so far as to invade the privacy of your own home.
With traditional marketing, the potential customer is not looking for your product or anything similar. Again, the marketing company is taking a broad aim and spraying as large a target as possible in the hope of snagging a customer.
While traditional marketing slaps you in the face with their promotions, inbound marketing gently taps you on the shoulder through Search Engines.
In fact, the inbound marketer doesn’t really even tap the potential customer—it cleverly uses information or entertainment as a means of drawing traffic to a website or blog.
So, instead of television, newspapers, and junk mail, inbound marketing uses blogs, article marketing, and social networks such as Twitter, Facebook, Linkedin, Digg, and Technorati.
In regard to blogging, the inbound marketer provides content that his niche target is looking for. When the target does a Google search to find out how to market a book, the search engines provide a number of places the target can find this information. Depending on your ranking in the particular search engine being used will determine how far up or down on the listing provided your site will be.
One of the key factors in ranking high in the search engines is to use keywords in your title and content. In addition to this, the content must be valuable to the target audience, your title must be representative of the content, and you need to post regularly. Write with an objective and make your content exceptional.
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