What if you didn’t need to pay to market your business? What if your ideal customers came straight to you — and in fact, were eager and excited to hear from you?
Traditional marketing strategies require you to go out and find your customers first. Then you need to interrupt what they were doing in some way.
If they read a magazine, for example, that interruption comes in the form of a page dedicated to advertising your product (that you paid to promote).
Finally, you need to hope that your interruption is memorable enough that a potential shopper will recall it at some point in the future when they’re ready to make a purchase.
This is outbound marketing, and it’s characterized by retailers proactively getting in front of customers. That isn’t all bad. But it’s not always effective, since it depends on demanding attention — and it’s usually expensive.
Thankfully, there’s an alternative: inbound marketing. Instead of demanding attention of your ideal customers, inbound marketing earns that attention from market segments that you actually want to sell to.