How consumers interact with brands is changing fast. In this age of digital marketing, it is easy for consumers to avoid adverts and other marketing messages. In response, marketers are turning to inbound marketing strategies. Here is the lowdown on what inbound marketing can do for your business in 2021 and how to get started.
What is inbound marketing?
Inbound marketing refers to a series of methods that attract customers to a brand by creating content that is valuable to them. Marketing messages may provide information potential customers are looking for or help them solve problems. Inbound marketing strategies also include experiences tailored to potential customers that only your business can offer. The idea is to establish a relationship and create a bond before making a sale.
On the other hand, traditional marketing – aka outbound marketing – relies on interrupting your audience. TV commercials are perhaps the most obvious example of outbound marketing. Whilst this may have been a useful strategy when consumers had to sit through commercials, it does not work well in a digital environment.
Why is it important?
In 2021, consumers have learned how to tune out interruptive marketing messages. Instead, they prefer to learn about a product or a service on their own terms. This includes conducting their own Google searches, reading articles and watching videos.
According to Demand Metric, 70 percent of consumers would rather read an article about a business than watch an…