The inbound marketing approach contrasts greatly with traditional marketing. Standard advertising pushes OUT messages using methods such as cold-calling, direct mail, radio, TV ads, flyers, email spam and telemarketing. Inbound marketing delights your potential customers by providing them with something they actually want — when they want it — rather than annoying them with interruptions at the worst times. Remember how receptive you are to getting telemarketing calls during dinner?
Inbound marketing is the leading marketing method for companies that want to grow their business. The most successful organizations have embraced the inbound method to attract prospects, convert leads, build relationships and ultimately increase sales.
It happened again. You receive an urgent email from a client with !!HELP!! in the subject line and a big red exclamation point that immediately sets your heart and brain racing. What problem is this going to bring to my day? After reading the message, you’re left with more questions than answers, or sometimes just one question: what is this person talking about?
How can it be that email — the most common form of business communication on the planet — is so often poorly implemented, and how can you be a better email communicator?
Like it or not, email is the main form of business communication today. Think about it: how many emails do you send and receive at work? The average is about 120 messages per day. Yours may vary, of course, but we all spend a lot of hours staring at our inboxes every day. What if you could use those views and your email signature to promote your business?
It’s a familiar story, repeated over and over again: you get a new client, you’re excited to work with them, you know exactly how to solve their problems. They’re excited to work with you, eager to make the most of your team’s expertise and ability to solve their problems. Everyone’s happy. Until … everybody’s not happy. The client doesn’t appreciate what you’re doing for them — or worse — has no idea at all what you’re doing for them. Eventually, the relationship degrades and you part ways, sometimes on good terms, sometimes on very much less-than-good terms.