08.26.23
Does Inbound Marketing work? What is it anyway?
POSTED BY
CAFEBLANCA STUDIO
Outbound marketing involves proactively reaching out to potential clients through methods such as cold calling, advertising, email campaigns, direct mail, and LinkedIn messages. This conventional approach to marketing is often associated with disruptions – think of an intrusive radio commercial interrupting your favorite program. Its lack of personalization and targeting makes it less effective.
In contrast, inbound marketing revolves around creating valuable content that resonates with your audience. This content can take various forms, such as blogs, articles, educational videos, product reviews, eBooks, or digital tools/apps. Instead of forcing your message onto individuals, inbound marketing draws them in by providing something of value. This approach doesn’t directly pitch your services but rather establishes a connection.
Now, addressing the central question: Does this approach yield results? Absolutely. I can provide tangible evidence. A while back, I penned a post titled “Fail Your Way To Success”, chronicling our journey to overcome industry challenges. Recognizing the need for change, we shifted our focus and niche.
Coincidentally, a potential client came across the post and realized our expertise in brand strategy. Notably, we had engaged with these very clients three years prior when our focus was primarily on local video production ads. However, we weren’t an ideal match then, as they sought a marketing partnership which we couldn’t provide. This post prompted the client to reach out, initiating a conversation about our capabilities. This instance demonstrates the impact of targeted content.
Creatives often inquire about obtaining more and better clients. While they desire a quick solution, the answer is nuanced. It starts with understanding your customer base, identifying their pain points, and aligning your brand accordingly. Specialize and hone your expertise, focusing your body of work. Craft valuable content, encompassing videos, posts, articles, images, and text, all geared towards assisting your clients. Through this process, you might just find yourself gaining new clients organically.
