- So, you've been hearing a lot
about this whole inbound marketing thing lately.
When you googled inbound marketing,
you probably got some dry explanation
like the process of attracting the attention of prospects
via content creation before they are even ready to buy.
Or worse, a technique for drawing customers
to products and services via content marketing,
social media marketing, and search engine optimization.
But what does that even mean?
The best way to explain inbound marketing is
by comparing it to traditional outbound marketing.
So, let's get into it.
(smooth music)
Hey guys, it's Hannah here from Neighbourhood
where we help brands find sell and keep their people.
It might have a fancy name, but outbound advertising
is something we're all incredibly familiar with.
TV and radio ads, flyers, catalogues, magazines
and newspaper ads, billboards, cold calls,
weekly newsletters and pop-\ups.
All that attention-grabbing stuff.
It's basically just a company using marketing tactics
to desperately reach consumers.
And here's the thing about outbound marketing.
It's really expensive and pretty low yields.
Think of how much ad space alone costs.
Let alone the costs involved
in actually coming up with a decent campaign.
For all the big dollar expenditure and marketing campaigns,
outbound advertising doesn't really get the results.
We're really good at blocking it out, you say.
We turn past ads or skip through them.
Inbound Marketing is something different.
It doesn't come to us we go looking for it.
Inbound marketing is premised on creating an experience
that is relevant and helpful to the customer.
The experience that they've actually gone out of their way
to find and engage with.
Instead of annoying customers into noticing a company,
inbound marketing gets them coming to the business
by their own initiative via channels like blogs,
search engines, or social media and even YouTube.
It's a two-way dialogue rather than a man
shouting his opinions at you on the street corner.
And the key thing is, inbound marketing is designed
with an emphasis on solving the problems
that customers might have.
Offering them advice and tips and answering their questions
and engaging in conversation.
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When you're having trouble working out
how to get the perfect loose waves, for a first Tinder date,
you'll google it.
Googling it will lead to YouTube tutorials
on just how to do it.
Those YouTube tutorials either created or sponsored
by a particular brand are inbound marketing.
When a university student is looking for a bit
of personal and professional development,
they'll head to the American Express blog
to find out how to get ahead through posts about everything
from productivity to leadership to finances.
You guessed it, this is inbound marketing too.
It's been in front of you this whole time.
This less pushy approach
builds trust in the mind of consumers.
They'll no longer see your business
as a cash-grabbing-up-for-itself moneymaker,
but as a company invested in their happiness.
Not to mention the shareability
of inbound marketing is high.
People love to repost and share content
that appeals to them.
Anything that makes them laugh
or think anything beautiful or random.
Anything that helps them or might help out a mate.
If they trust in the brand, consumers are more than happy
to turn their lives,
including their Facebook and Instagram feeds
into inbound marketing ad space.
Their friends clued on by someone they like,
and whose opinion they respect, are in turn,
much more likely to click the link
and be funnelled into the business.
And of course, if the content is good enough,
this ripple effect just keeps going.
Inbound marketing has obvious financial
and brand personality benefits.
The key is coming up with the inbound strategy
that works best for your brand.
If you found this video helpful,
then feel free to share it with someone you know,
that needs a hand with inbound marketing.
You can also subscribe to our blog
where you'll find a bunch more tools, tips and templates
to help you find sell and keep your people,
just like Neighbourhood does.
Well, that's it for me.
Happy marketing.
(smooth music)