All Aboard the Inbound Marketing Train!

All Aboard the Inbound Marketing Train!

Picture yourself as one of several grumpy passengers on a train that symbolizes outbound marketing. As you chug along the rails, you notice an inbound train packed full of gleeful folks that appear to be on the way home from a lucky day at the casino. The passengers on that train represent the latest trend known as inbound marketing.

There has been a monumental shift in the way you promote your business. It’s likely that you’ve sensed a change afoot, but lacked a formal terminology for it. It’s called inbound marketing. Hubspot, one of the authorities on the subject, defines it as “a holistic, data-driven approach to marketing that attracts individuals to your brand and converts them to lasting customers.” In other words, you are pulling instead of pushing. Click here for more detail from Hubspot.

Inbound marketing involves less intrusive tactics such as blogging, e-mail marketing, Search Engine Optimization (SEO), and the creation of such content as videos, podcasts, and infographics. You are essentially luring your audience with valuable content in your area of expertise.

Marketing used to be dominated by outbound tactics such as brochures, cold calls, e-mails, and strategically placed advertisements. The common thread was that this approach interrupted the target audience.

At some point, marketers got wise to the fact that the audience was tired of blatant interruptions. And good marketers are always in tune with the preferences of the target market, of course. Many brands have been quick to follow the lead.

Let’s be clear. Outbound marketing is still relevant. The only thing that has changed is that you must now take a more holistic approach to building your brand, which includes both outbound and inbound strategies.

Don’t allow your outbound train to reach the end of the line. You just might find that you’re the only one standing at an abandoned station with a powerless train.

Are you practicing inbound marketing yet? Are you still doing outbound marketing as well? How is your approach working out?

Brian is the founder, manager, and chief strategist for Fraley AEC Solutions, LLC, a marketing communications firm that builds solutions on a foundation of industry understanding for the Architecture, Engineering, and Construction (AEC) marketplace. He can be found on LinkedIn, Twitter, Google+, or at the firm's AEC Straight Talker Blog.

June Jewell, CPA - AEC Business Success, Pricing, Speaker, Author

I Help A&E Firms Develop Future Leaders, Get More Ideal Clients, Implement Efficient Processes and Systems and RAISE Value to Increase Client Success and Profitability

9y

Good article Brian. I just had a couple clients ask me today what inbound marketing is. Those of us that are immersed in marketing practices forget that something this simple is still unknown to the average A&E professional.

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Craig Foster

Marketing and Public Relations Manager at Horizon Goodwill Industries

9y

The shifting of methods happens so often, I always feel like I'm arriving for my train no matter what direction it's going. If you're constantly taking training (pun intended) or at least viewing webinars, you'll be lost within 6 months. It's a struggle, but at least try.

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