- Inbound marketing is a marketing strategy that focuses on getting found by customers. This sense is related to relationship marketing and Seth Godin‘s idea of permission marketing. David Meerman Scott recommends that marketers “earn their way in” (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they used to have to “buy, beg, or bug their way in” (via paid advertisements, issuing press releases in the hope they get picked up by the trade press, or paying commissioned sales people, respectively). Brian Halligan, cofounder and CEO of HubSpot, claims he coined the usage of the term in this sense.
- Antonym for this usage: Traditional marketing (outbound marketing) is a marketing strategy that focuses on finding customers by building brand awareness through advertising and promotion. In contrast to “permission marketing,” a pejorative term for this type of marketing is “interruption marketing.”
Taken straight from wikipedia.com
As you probably know (I mean you are reading a blog…) you choose the content you want to receive; whether it is radio, print, TV, online….As recently as 10 years ago, the way we market ourselves and our businesses was different.
We painted in much broader strokes so to speak. An ad was taken out in the newspaper and companies crossed their fingers to see if they would get results. Sure, newspapers had demographics of who their readers were. Age 25-60…and that was about it. Not much more on salary, High School or College education, or likes.
No for example, I can put an ad on Facebook that has billions of users and narrow it down to Class of 85 from Wilmington, MA who are college educated and like “farmville”. Crazy right? If I had a product for that age group in that location, I could market to them directly and know I was not reaching a class of 67 graduate from Austin, TX who hated Farmville.
I digress…a little…because the aforementioned is inbound marketing on a micro scale.
Most of us start a search for something, anything on Google, Bing, or another search engine. That person searching KNOWS that if they search for Blue Thing a ma jigs they are not going to get a result for red hair pins (I apologize for the terms, but you know what I mean)
The customer is finding them.
Apply it to real estate. Say I am looking for a house in Wilmington, MA, I am not going to put in another town. I may put in “housing market wilmington ma” Look what I found:
I am number 2 and 3. I did this by optimizing my web pages with the use of Blogs, YouTube, Twitter and Facebook.
2 things need to happen-
One, I need to get clicked on and Two, I need to have some compelling info to have the viewer stay and contact me or have an opt in form to subscribe to my newsletter about Wilmington.
From there they will be in my database and I can email (drip) on them with valuable content about Wilmington.
How are you using Inbound Marketing?
For more information – contact Ryan
Ryan is a Realtor®, Speaker, Fitness Junkie, and “Real Estate Helper” living in MA
You can get free access to his Social Media Training School HERE
Or click the link for Free Access to Social Media School at optimizedrealestateagent.com
Tags: blogging for real estate business, converting fans, converting leads, how to effectively use a blog to get an audience, Optimizedrealestateagent.com, social media for real estate agents, Social media for realtors, social media training for the real estate industry