Have you ever received strange phone calls? When you pick up the phone, there is an automatically voice system introduce to you about their business and their products. Recently, I receive strange phone calls everyday. I blocked all incoming strange phone numbers that I received, but there are still numerous strange phone calls annoy me. I do not know how to stop it until now. How annoying is that! Sales call is just one type of Outbound Marketing. In other words, Outbound Marketing is called Interruption Marketing. For our traditional marketing way, we try to attract people attention by interruption their flow of activity, and people do not like that. Not only is Interruption Marketing is expensive, but it is also less effective and more annoying nowadays. The rule of marketing had changed due to the presence of technology. Therefore, if your business do not catch up with this transformation, you will be lost nearly 50% of success.
What is Inbound Marketing? According to Marketo, Inbound Marketing is about creating interesting, informative, and even entertaining content and optimizing and distributing it across online channels so it can be found by – and hopefully engage – prospective buyers. Inbound Marketing only targets buyers or prospective buyers those who actively seek the company information. It allows businesses to engage and build a deeper relationship with them. There are different types of content, such as articles, blogs, podcasts, webinars, white papers, social media, and so on. To maximize the effectiveness of Inbound Marketing, you must create content which is appealing, relevance and quality to the customers.
Nonetheless, a lot of businesses face to many troubles with Inbound Marketing, such as e-commerce companies have trouble building inbounding links, searching engine optimization takes time and inbound marketing is not entirely free. Hence, it is opportunities for many companies like HubSpot to participate to market to help businesses solve these problems. HubSpot product helps customers in managing content effectively and efficiently, especially for small business and startup business. For instance, The Keyword Grader of HubSpot function as a digital scanner, it scanned the Internet and returned an analysis of the keyword relevant to the company’s business that were driving online search results, so it helps companies have more great insights about the words people are actually using to find their products and services. From that, the company can choose the right words to optimize their content. HubSpot’s Link Grader analyzed the links a firm had on its website to see which ones were generating the most inbound traffic. In addition, it also analyzed links to competitor’s website. Thence, the company can know which ones were driving customers to their competitors instead of to their firm. HubSpot also has marketing intelligence analytics which provides customers more information about which of their inbound marketing programs were working to generate qualified leads by telling them where potential customers were coming from and how they were engaging with company. Lastly, HubSpot products offers easy to use customizable software that helped firms create a database of their prospects and track their conversion progress. It helps the business get close to the progress in converting potential customers into buyers. Since inbound marketing is not entirely free, when you invest in Inbound Marketing strategies, you want to have good payback. HubSpot has great pricing options for its customers. Customers can pay a small monthly fee (between $250 and $500) to use HubSpot service and product. HubSpot provides consultants to help customers throughout the process, from setting up the software to training program until customer become expert in how to use it.
Nestle is my favorite example company because of its excellent Inbound Marketing strategy to enhancing engagement with followers. I am a baking-lover. I usually search the recipe online to find the best recipe and follow some famous bakers. Last week, I wanted to find an innovative receipt in baking Crêpe Cake. Guess what? I found Blissfully Delicious: 14-Layer Milk Chocolate Crêpe Cake recipe in Nestle Kitchen blogs. This is a special recipe Crepe Cake from their company. They offer you to use Nestle Coffee Mate Natural Bliss and Nestle Toll House Baking Cocoa to have wonderful cake’s taste. I tried it and it was my best Crepe cake ever. I started to follow Nestle Kitchen blogs and liked Nestle products from that time. In Nestle Kitchen blog, with different recipes, they introduce their different products which help to make food flavor more delicious and tasty. How a beautiful way to leverage the internet through inbound marketing and hopefully increase revenues and sales to Nestle Company! Nestle Kitchen Blog is such a great model of inbound marketing that I can learn.
This is the way they introduce their products on the recipe. I believe that you cannot stop to imaging your delicious cake when you read these lines.
Each layer is separated by a milk chocolate mascarpone filling (our recently introduced Chocolate Flavor NESTLÉ COFFEE-MATE NATURAL BLISS All-Natural Low Fat Coffee Creamer is used in the filling). If you haven’t tasted the Natural Bliss line, do yourself a flavor and give it a try! I love, love, love creating dessert recipes using Bliss. It’s made with milk, a little sugar, cream, and natural flavors – that’s it!
Besides Nestle, many companies are very successful when using Inbound Marketing strategy, such as Starbuck, Cisco, Dell, and Saleforces. Although Inbound Marketing is a powerful tool which helps to leverage your business, you should not turn your back on traditional marketing methods. I agree with Marketo that Inbound Marketing alone cannot drive the maximum revenue possible. It needs to work side by side with Outbound Marketing to have great bottom-line results. Overall, the important key for company when using Inbound and Outbound Marketing is identifying the right tools to use, right audiences to target and the right content to deliver to achieve the success and maximize company’s performance.
Kipp Bodnar. “3 Problems with Inbound Marketing.” 3 Problems with Inbound Marketing. N.p., 30 June 2010. Web. 15 Apr. 2015.
Chris. “Nestlé Kitchens.” Nestle Kitchens. Nestle, 8 Feb. 2013. Web. 15 Apr. 2015.
Klein, David. “5 Companies With Inbound Marketing Strategies That Work.” Mashable. N.p., 12 Sep. 2012 Web. 15 Apr. 2015.