March 6, 2014 Leave a comment
Although inbound marketing is no longer the unique approach it was a few years back, it has developed into an incredibly powerful approach. It is increasingly becoming a more sophisticated and effective way to reach prospects and clients.
In essence inbound marketing is when clients learn about you and your company organically (through PR, social media and content distribution) and contact you directly. Traditional public relations is probably the original organic form of inbound marketing. Unlike TV commercials, print ads or direct marketing mailers, through PR- companies are featured in the media as news stories. With that type of coverage comes the validation and credibility of being quoted in a major magazine or interviewed on the evening news. That type of press coverage and exposure builds trust, and it is that trust and credibility that magnifies a call to action. In this scenario the prospective client reads about you or sees you in the media, or finds content rich articles by you online, views you as an expert and contacts you.
This type of content-based marketing is not about the hard-sell, or being the biggest, or the flashiest, or even the coolest; it is about making a deep powerful connection with your public, about communicating on an authentic level. Social media, blogging, and traditional public relations are the four most effective inbound marketing tools available. Using any one of them can be effective. Creating a marketing campaign that incorporates all of them can turbo charge your marketing efforts and grow your business.
Innovative companies and entrepreneurs are utilizing this basic methodology, understanding that this approach is one of the most powerful and effective brand building tools available. Here is where traditional PR becomes such an important part of the mix, effective inbound marketing all comes down to creating a compelling, effective story, which is the basic tenant of any successful PR campaign. For a story to work it must be engaging, interesting and hit a basic human core.
So, when launching an inbound marketing approach, learn from the basics of traditional PR. It was the first form of marketing that lived or died on the power of the story. Unlike advertising, when it comes to PR, you don’t pay to have a story placed on a specific date and time. You must craft and pitch a story compelling enough to capture the media’s attention – a story that in essence is strong enough to become the news.
Use that same approach when blogging, or article marketing or working on social media sites and it will serve you well. On the Internet, as in public relations, content is king. If you offer your readers or target market information they can utilize, if you speak to and address their needs, you will gain a loyal following – and clients will come to you.
Copyright © Anthony Mora Communications 2014