Marketing has undergone a makeover. Don’t believe us? Just look around.
Gone are the days of flyers slipped into your mailings. Practically everyone has an ad blocker to stop annoying pop-ups. And data shows us that 86% of people skip television ads — so it’s not just your mother pressing “mute” at commercials.
But while people are ignoring these traditional marketing tactics, never before in history have people consumed so much: so much news, so much content, so many words, so many pictures and videos.
So how do marketers deal with this widening gap? The answer is simple (though the practice, not so much): inbound marketing.
Ah, yes, inbound marketing: one of the marketing world’s greatest buzz words! So, what does it actually mean?
Inbound marketing is the practice of attracting an audience to your content naturally, meaning that your advertisements or marketing tactics are items that the audience chooses to partake in, or opt into. This is in contrast to outbound marketing, where messages are pushed onto users — the practice of television advertisements, of pop-ups, of direct mailings.
Research is showing that when users opt into your marketing message, it tends to be more effective, as they’ve chosen to be there. So, the question is, how do you get users to opt into your message?
Well, first of all, it’s important to make the message something they might want to hear. This means advertising is no longer about simply selling a product, but about selling a story; some of the best branded content doesn’t even directly discuss the product. This is effectively called content marketing.
Then, how to present the message? Some great inbound marketing tactics include blogging, social media, search engine optimization, responsive web pages, and landing pages — places where potential customers end up on their own, and stay because they are interested in the message.
Of course, another big part of inbound marketing is how to keep potential customers around once they are already attracted, or pulled into, your content. In the marketing world, we call this nurturing a lead; this can be one of your biggest strengths or one of your worst oversights.
Do you want to know more about inbound marketing and how to make it work for your healthcare brand? Download our FREE inbound marketing guide today.
Whitehead Agency Group is a leading healthcare marketing agency with over 25 years of specialized health and wellness experience. Start profiting from the new age of consumer-driven health care with marketing that clicks. Contact us today at (416) 365-6884 or by emailing us at firstname.lastname@example.org to arrange a complimentary, no-obligation review of your web analytics, SEO strategy and overall marketing.