So, you’ve been hearing a lot about this whole inbound marketing thing lately. When you google about an inbound product or inbound marketing, you probably got some dry explanation like the process of attracting the attention of prospects via content creation before they are even ready to buy.
Or worse, a technique for drawing customers to products and services via content marketing, social media marketing, and search engine optimization. But what does that even mean?
The best way to explain inbound marketing is by comparing it to traditional outbound marketing. So, let’s get into it.
Inbound Product & Outbound Product
What is Outbound Marketing?
It might have a fancy name, but outbound advertising is something we’re all incredibly familiar with. TV and radio ads, flyers, catalogues, magazines and newspaper ads, billboards, cold calls, weekly newsletters and pop-ups. All that attention-grabbing stuff.
It’s basically just a company using marketing tactics to desperately reach consumers. And here’s the thing about outbound marketing.
It’s really expensive and has pretty low yields. Think of how much ad space alone costs. Not to mention the costs that are associated with the creation of a decent campaign. For all the big dollar expenditure and marketing campaigns, outbound advertising doesn’t really get the results. We’re really good at blocking it out, you say. We turn past ads or skip through them.
What is Inbound Marketing?
Inbound Marketing is something different. He will not come to us, we’re going to have to look after him. Inbound marketing is premised on creating an experience that is relevant and helpful to the customer. The experience that they’ve actually gone out of their way to find and engage with. Instead of annoying customers into noticing a company, inbound marketing gets them coming to the business by their own initiative via channels like blogs, search engines, social media and even YouTube.
This is a two-way dialogue, not a person who shouts out his/her opinion on a street corner.
Inbound marketing, design and attention to solving the problems that customers may face in the. Offering them advice and tips and answering their questions and engaging in conversation.
When you run into a problem with a few of the ideal free of charge wave of the experience, from the first day of Tinder, you have to Google it. Googling it will lead to YouTube tutorials on just how to do it.
Those are the video tutorials who created or are sponsored by a certain brand of marketing. When a student is absent for a little bit of personal and professional development, he heads to the blog, and American Express, to learn how to do the e-mail, all from the performance to the leadership of the finance. You guessed it, this is inbound marketing too.
It’s been in front of you this whole time. This less pushy approach builds trust in the mind of consumers. They’ll no longer see your business as a cash-grabbing-up-for-itself moneymaker, but as a company invested in their happiness.
Not to mention, the distributivity of inbound marketing is very high. People love to upload and share content that they like. Anything that makes them laugh or think anything beautiful or random.
Anything that contributes or may contribute to their couple. If they trust the brand, consumers are more than happy to turn his life around, among other things, for their feed, Facebook, and Instagram, as he went out into the online advertising space.
Their friends clued on by someone they like, and whose opinion they respect, are in turn, much more likely to click the link and be funnelled into the business.
And, of course, if your content is good enough, and that it ripples in the water just happens to be. Inbound marketing has obvious financial and brand personality benefits. The key is coming up with the inbound strategy that works best for your brand.
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Types of Leads
Now we discuss leads of Outbound Marketing. There are two types of leads:
- Inbound Leads
- Outbound Leads
Let’s suppose you are a content writer and a Founder is looking for a content writer for their website.
They type “content writer” on LinkedIn and find your profile. They check out your profile, reach out to you and then you have a discussion and you close the deal. You got a client. That’s Inbound Lead – when people reach out to you.
What are Outbound Leads? Outbound leads are the opposite – you reach out to your potential clients through cold e-mails, LinkedInDMs, etc and then talk to the client and close the deal.
It sounds like too much work, but let me make it simple for you in three easy steps:
Whenever I feel stuck or I feel like I can take more work, I drop a simple message in my WhatsApp communities like, “if anyone is looking for a content writer or social media manager, you can DM me for any queries”.
I almost always get 5-10 queries. Most of them are from Marketing heads and Founders. They usually ask me for a portfolio, I share it and sometimes they get converted to clients also. So this is one easy way to get leads. I can’t stress enough how powerful WhatsApp communities can be.
According to Business World, there are over 15 million WhatsApp business account users in India and over 50 billion, all over the world. Even though not all of them are potential leads, it still gives us a good idea about the potential of WhatsApp groups and communities.
So how do you actually do this?
The first step is to find valuable WhatsApp communities. You can reach out to any digital marketer you know or someone in your field and ask them to involve you in any communities they are a part of.
The second step is to build relationships in the group. Engage with whatever other people share, resolve people’s queries in the group and establish your credibility.
The third step is to draft a simple message. Don’t put your charges, don’t your portfolio directly.
You want as many people as possible to come to you, to your DM. You want them to DM you, or even if they’re talking in the group, at least you can DM them & reach out to them.
Lots of people talk about it, but very few people implement it. When I started my journey in 2018, I was desperately looking for someone to give me a Content Writing project. I did not even have a niche back then.
And I started DM my Connections, “Do you know someone who needs digital marketing services?” And if not, then “please feel free to reach out to me for any queries.”
Even though it might help in building good, quality connections, it is the hard way and I wouldn’t recommend it to you. Instead, you can do what I started doing recently. Go to the LinkedIn search bar and type “Content Writers needed”. Check out every post that comes along. You can sort them by”Date” so that you get fresh new opportunities that have a higher chance of conversion.
Why does this method work? Because we’re reaching out to those who need us, rather than reaching out to everyone.
There’s a popular saying, “If you try to be everything for everyone, you will be nothing for no one.”
Ask your family & Friends
It is most obvious yet we often ignore it because we think, “We don’t know anyone”, “our family and friends are not connected to someone who might need our services”, “We’re doing something completely out of the box”. But trust me, that’s not the case most of the time.
When we had a start-up and we were looking for clients for digital marketing services, and I was pinging everyone on LinkedIn. If they knew someone who needed Digital Marketing services, we ignored this part.
At the end of the day, we got the first 2-3 clients for digital marketing services through our family and friends.
“Ask people around you, in real life, before you ask people on social media.”
Well, that’s it for me.