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Inbound Marketing Strategy & Implementation

Inbound Marketing: The Concept

The era of pushing ones marketing messages to drive sales and revenue is on a downtrend and is expected to perish soon. The Digital natives have now become immune to intrusive and passive marketing tactics of marketers and are using technology to block them out. Push marketing simply doesn't work these days. So, have we entered the Dark Ages of Marketing? Well, no.

As it is famously said, "Every night has its dawn", the ray of hope amidst the dark clouds has started to shine through. Promising success, the concept of Inbound Marketing shines brightly.

The concept of Inbound Marketing has its roots in Content Marketing. Content Marketing is the use of branded content in the form of Blogs, e-Books, White Papers, Articles, Info graphics, Case Studies, How to Guides & Videos to express the value proposition of the Brand. Inbound Marketing takes it a step forward by integrating it with search engine optimization and social media and distributing this content strategically through various digital channels. Inbound Marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering consistent, ongoing valuable information.

The idea here is to get yourself searched by people, who are learning about and shopping in your industry on the digital media. The ones who get searched first and deliver value through their content usually occupy the prospects mindshare and are likely to be approached once the customer is ready to purchase. In the world of Inbound Marketing, the marketer's job is not to find leads; it is to help leads find you.

In short, Inbound Marketing can be summarized as - "The process of helping potential customers find your company often before they are even looking to make a purchase and then turning that early awareness into brand preference and, ultimately, into leads and revenue through the delivery of relevant and contextual content."