The Marketing world has evolved dramatically over time.
The "Mad Men" era of traditional marketing is considered too old school now.
Try to remember the last time
you purchase an item or service.
Did you actually wait for a particular commercial to pop up on TV?
Did you call a sales person to ask about their service?
Nope,
you probably did what most people do nowadays,
you went online and you did your own research.
You may not be aware of it but you're already part
of this modern revolutionary Marketing process.
It's a fundamental shift in the way we do business
in this high-tech
super connected world we live in today,
it's called Inbound Marketing.
It's a marketing strategy focused on
attracting, educating and empowering consumers
via relevant content that actually helps,
and guides them until they are ready
to purchase your product or service.
But to understand Inbound Marketing,
you need to understand the Buyers' Journey first.
The Buyers' Journey is an active exploration
or research process
that a buyer goes through prior to,
and leading up to the actual purchase.
It's made up of three stages:
Awareness, Consideration and Decision.
When you feel those first symptoms of a problem
also called "pain points"
you're in the Awareness Stage.
You'll tend to do some high-level research
to understand or identify
whatever it is you need, or what you're going through.
Then the research bug really kicks in after this stage.
You'll find that you're now researching
your options, discovering various solutions and
analyzing all these simultaneously;
this is called the Consideration Stage.
Then finally
when you've googled and rack your brains enough,
you'll reach the Decision Stage.
this is when you've ultimately decided on a solution
and now you can compare vendors
to make your final choice.
Inbound Marketing is all about creating
relevant and remarkable content
tailored to the audience at each stage
of the Buyers' Journey;
this means you'll be helping the buyer by
understanding their problems
and figuring out how your brand
can truly fit their needs.
This is the Inbound way of building trust and brand love.
Content and take many forms, such as:
Blogs, ebooks, infographics, landing pages, whitepapers,
and what you're watching now: Video!
Content within context
that's Inbound Marketing!
adopting an inbound marketing strategy
will make a considerable impact on brand awareness
lead generation and nurturing, and cost-reduction;
it will also educate prospects on your product or service,
and speed up the sales process overall.
The next videos cover more about creating
and measuring Inbound Marketing strategies.
Keep on watching!
and don't forget to like or share.
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