2 December 2021

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Inbound Marketing - an explanation of the term "inbound marketing"

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Taking a closer look at the blogging industry, it is safe to say that the theory about the end of the SEO era is as common as can be. Instead, there is more and more talk about new marketing strategies, such as content marketing, inbound marketing and all social media marketing options. All of these ways of promoting yourself online are indeed very effective, although the value of SEO cannot be dismissed outright. And what is Inbound Marketing then?

AN INCENTIVE OR NOT NECESSARILY?

Some people see Inbound Marketing as the opposite of Outbound Marketing and Interruption Marketing. Literally speaking, these are simply activities based on attracting customers. In order for this to be possible and give the expected results, it is necessary to reach for ways that allow for unobtrusive advertising transmitted in intelligible, substantive messages. The content should be presented in such a way that the recipient is eager to delve into it. It is completely different in the case of Outbound Marketing, which refers to the well-known, direct methods of promotion, based on the typical persuading the recipients to take specific actions. This includes, among others, advertising spots on the radio and TV, and billboards.

Interruption Marketing, which is characterised by distracting the attention of recipients, is similar to Outbound Marketing. Its task is to distract the recipient in order to draw his attention to the advertised good. Such forms of promotion are considered to be the most intrusive. For many people it is so intrusive that they claim that ultimately it brings effects opposite to expected, discouraging recipients to be interested in the content of the advertisement. The visible difference between Inbound Marketing and Interruption Marketing is the fact that the former allows for gradual and voluntary familiarisation with the offer, while the latter leaves no choice and simply "attacks" the recipient.

WHAT MEASURES ARE USED BY INBOUND MARKETING AND INTERRUPTION MARKETING?

The Inbound Marketing strategy is very complex and involves a whole group of various activities. That is why it would be incorrect to clearly separate it from SEO and Content Marketing. In order to attract the attention of the recipient, inbound marketing also applies activities such as blogging, positioning and optimisation of websites, social media activity, valuable and factually correct texts, as well as word of mouth and viral marketing. Mailing and sponsored links are also frequently used. So it's safe to say that the era of SEO is not in decline. In the case of inbound marketing, this form of marketing is only being expanded and adapted to the growing needs of the online market.

Interrupt Marketing, on the other hand, is distracting by sending spam that appears on low-value websites, forums, or in comments posted on social media. Distracting marketing includes banners, images and videos that appear on websites or in separate browser windows that are usually difficult to disable. Furthermore, Interrupt Marketing also includes all television and radio commercials and social media ads, outdoor ads, advertising emails that are typically spam, print ads, interstitial sites and cold calling.

THE PROFITABILITY OF PARTICULAR MARKETING STRATEGIES

The attentive reader has probably already convinced himself that an inbound marketing strategy is the best choice. In its favor is a relatively low cost due to the fact that the content is targeted to a specific audience. Thanks to excellent targeting, its effectiveness is higher than in other cases. In comparison, Interrupt Marketing reaches everyone, and because it is annoying, it affects only a small group of people.

Another argument for Inbound Marketing is the so-called flywheel effect. It means that the effectiveness of actions is noticeable only after some time, but it constantly grows. Therefore, the more time passes, the better the effects are, despite the lack of further investment in promotion. You just need to be patient. However, with the habit of regular activities and proper motivation, it should not be difficult. It is enough to gradually build a strategy, gaining good content, links, likes and shares. Commitment and regularity will give great results!

IS SEO REALLY DYING?

As you can see, SEO is still going strong and it is certainly needed in modern marketing. You just have to remember that the world is moving forward and you can't limit yourself to SEO and optimization. SEO by itself does not work, but when expanded with additional activities, it allows for effective expansion of the audience. You should bet on comprehensive activities that will allow you to approach the recipient in a thoughtful, subtle way, and thus effective and giving lasting effects. What counts is a gradual building of trust, which will allow you to maintain a permanent group of customers, while constantly gaining new ones.

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