What is Inbound Marketing

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What is Inbound Marketing? 4 Benefits That Influence Guest Buying Decisions!

" Inbound Marketing " is a hotly debated concept in recent years. If you pay attention to Internet marketing trends, you may have heard the terms "Inbound Marketing" and "Outbound Marketing ". It is not only a term in the industry, but also a cultural change in the way of marketing. More than 100 marketing experts have advocated the shift from "extroverted" to "customer inbound". Still not aware of the features and benefits of inbound selling? Let's take a look at this introduction together.

What is Outbound Selling ?

Outbound sales , or push sales, were once considered "sales" because they were always looking for an audience and it was a one-way conversation . This way of selling has always existed in life, such as: TV, radio commercials, cold calls, billboards, newspaper and magazine advertisements, and even banners and display advertisements (GDN) on the Internet, pop-up windows Advertising, etc., are examples of outbound selling.

What is Inbound Marketing

And they all have one thing in common: the ad is "pushed" to the audience, whether they want it or not, that is, it's intrusive . According to ( "Forbes" Forbes ) survey, the average person will receive a daily 4 , 000-10 , 000 ad messages. It's not hard to imagine that no one likes a world full of ads, let alone ads that are not of interest! What is Inbound Marketing ؟ 

Since the advent of various ad blockers on the market, things have gotten worse. According to data from hubspot, clickthrough rates for Display Ads have been in the doldrums of 0.05% over the past 10 years; 44% of direct emails have never been opened; 86% of people surveyed Wanting to skip the ads, the emergence of more and more advertising complaint mechanisms and the establishment of institutions, all make outbound sales go down the road of unpopularity.

What is inbound sales ?, What is Inbound Marketing

The opposite, or the marketing concept that has emerged in recent years, is inbound sales , or customer sales , and inbound sales. As the name suggests, the focus of this kind of sales is on "collection" and "spontaneous", attracting potential customers to read by themselves, or even find you by themselves , is the central idea. In other words, merchants/marketers get quality content to retain potential customers, which may involve creating blog posts, social media, infographics, email newsletters, etc. that people actually want to read.

Content often helps, guides, and educates audiences, and when they find it engaging enough, it leads to word-of-mouth interactions, clicks, and shares that can have a pretty positive impact on the brand.

From attention to trust, from trust to consumption : when they are accustomed to reading relevant content, they will build enough trust, and when they encounter a need for the product/service, they will only remember those who have read it The value content, and then subtly affects the purchase decision. This is also the concept of content marketing .

Inbound Sales vs Outbound Sales

Inbound sales	Outbound sales
Attract interested readers	to everyone, regardless of their interests
meet consumer needs	meet product needs
Interactive and smooth	lazy, one-way
attract customers	find customer
is part of content consumption	undermine content consumption
Examples: blogging, social media, opt-in email, search	Examples: Display ads, billboards, telemarketer scripts, magazines, TV commercials

What is Inbound Marketing

Just remember: inbound sales depend on the conditions of the audience and, while not direct, rarely provokes complaints. With perseverance and continuous improvement, while providing valuable content, popularity will increase with word of mouth. And if the valuable content you provide can bring some help to the audience, or even solve some problems, they will become more favorable to the brand, more trustworthy, and gradually form a group of loyal and high-quality followers/potential customers, Therefore, it is easier to become a "returning customer" and consume again.  Inbound Marketing

2. Understand what customers need and simplify marketing procedures

With inbound sales, chances are your marketing team has created strong content. In the process, brands can gain insight into what customers need and want at different stages, and use this information to target and strengthen content, attract potential customers, and increase the number of conversions. You can also nurture existing customers and simplify your marketing process by answering and educating buyers.

3. Establish long-term communication relationship with customers

Creating content not only builds credibility for the brand, it is also a medium for communication, such as readers can leave comments on social media or comment on blog posts. From these feedbacks, you can also create content to "answer" them. This is a long-term communication relationship, and every message sent to a potential customer is the basis of a connection and a long-term strategy for brand growth.

4. Almost cost-effective

No matter what kind of marketing, in order to develop the business, it depends on the cost-effectiveness. It is not difficult to understand that since most of the advertisements placed in outbound sales involve third-party costs, TV advertisements have to pay a marketing fee to the TV station, and the response is not necessarily as high as the price. The cost of the two is also more than that of the civilian population, and the cost-effectiveness of the two is naturally superior.

The figure above shows the cost per potential customer of a B2B company in the United States. Regardless of the size of the company, the cost of inbound sales is more than half the cost of outbound sales, and small businesses (within 200 people) cost only 1 /3 cost to acquire leads.