03 Sep Stop Trying to Find Customers And Get Them To Find You
Why You Should Stop Trying to Find Customers… (and focus on helping them find you).
As defined by Brian Halligan himself of Hubspot:
“Inbound Marketing is marketing focused on getting found by customers”.
In traditional marketing (outbound marketing), companies focus on finding customers. They use techniques that are poorly targeted and that interrupt people. They use cold-calling, print advertising, T.V. advertising, junk mail, spam, and trade shows.
Technology is making these techniques less effective and more expensive. Caller ID blocks cold calls, TiVo makes T.V. advertising less effective, spam filters block mass emails, and tools like RSS are making print and display advertising less effective. It’s still possible to get a message out via these channels, but it costs more.
Inbound Marketers flip outbound marketing on its head.
Instead of interrupting people with television ads, they create videos that potential customers want to see. Instead of buying display ads in print publications, they create their own business blog that people subscribe to and look forward to reading. Instead of cold calling, they create useful content and tools so that prospects contact them looking for more information.
Instead of driving their message into a crowd over and over again like a sledgehammer, they attract highly qualified customers to their business like a magnet.”
Why shout out a pushy message to the wrong people who don’t really like you at a time when they don’t want to listen because they don’t need what you’re selling? Better to converse with the right people who already love you, in their exact time of need. Therein lies the fundamental difference between traditional and inbound marketing.