You could probably fill a library with books dedicated to explaining the tools and tactics of online marketing but much of it can be boiled down to one essential concept. Old-school techniques, in which brands push their messages at consumers, no longer work; if you want to reach today’s consumer, you have to pull them in by giving them information they actually want to receive.
This, in a nutshell, is what inbound, as opposed to outbound, marketing is all about. It can take many forms but, as this infographic from Synecoretech suggests, the goal is to develop and distribute content that helps consumers make more informed decisions as they research their options:
Doctors have more pull when they stop pushing
Outbound marketing endeavors to promote the marketer’s products and services; inbound marketing seeks to address and resolve the receiver’s needs and concerns. It’s about earning your audience’s attention with useful information, not trying to buy it with ads and other sales-driven tactics, and you don’t have to have an advanced degree in consumer psychology to guess which approach is going to resonate with consumers. That’s especially true for businesses that deal with high dollar values, long research cycles and knowledge-based products.
Wait, did someone just say elective cosmetic surgery?