Inbound Marketing – A question of meaning

René Neubach | October 17, 2018 | Inbound Marketing

Inbound Marketing

Anyone who has ever been 25 years old and slipped into the quarter-life crisis knows this question: What is the meaning of life? What's left at the end? The same can be applied to the life of every digital marketeer; at some point, similar existential questions arise.

But this does not have to result in an identity crisis! We have been searching for the higher meaning of Inbound Marketing. And we have found it.

Remind me, what is inbound marketing again?

Inbound Marketing is a buzzword that is on everyone's lips these days – and rightly so, because it is definitely here to stay. We have already discussed what it actually is here. In this article, we go back one step further and ask the basic questions about the inbound methodology: What is its meaning and purpose? Who profits from it? What is the notorious “reason why”? In our experience, with today’s numerous opportunities and technologies, one can easily lose oneself in the detail and lose sight of the big picture. However, for the implementation of a successful digital strategy, it is essential that everyone involved in the Inbound Marketing process knows what they are working towards, because it is the only reliable compass on which any, even seemingly insignificant, decision should be made. In our opinion, the answer to the question of the higher meaning is conceivably simple and applies to Inbound Marketing as well as to life as a whole: what counts are relationships!

In the beginning there was the human

And humans have always been social beings – just like your customers. They want to be heard, they want attention, understanding, trust and support in the issues that are relevant to them. Of course, at the end of the day every marketing action should pay off with sales, not just with romantic feelings towards your company. However, we maintain that anyone who wants to be sustainably profitable must constantly strive for good relationships. At first glance, this might seem a bit counterintuitive, especially since we are referring specifically to the digital domain and to technologies to which are attributed to the anonymisation and alienation of human beings. However, the fact is that relationship management has never been more important – and technically never more implementable – than it is today. And when you think about it, you quickly realise: In a world of unfiltered information overload, those who rely on relevant, personally tailored content that creates real added value for the user can only win. Inbound Marketing is targeted communication that is mutually beneficial: information gains for the audience and – further down the funnel – a potential monetary gain for the company. The goal is to generate leads and attract customers following the basic principle of Content Marketing: relevant, helpful content that is accurately targeted to users rather than random mass communication.

And then came the car

That’s the basic idea. Another statement we would like to make at this point: Every idea needs a framework for successful, targeted implementation. And the concept of Inbound Marketing offers just that. It forms the framework over which you can spread your strategy, guiding you clearly, safely and in clear stages to your goal. In a nutshell: the Inbound Marketing concept is the body, the digital technologies are the engine and the content is the fuel. Without fuel, even the most elegant luxury car will not move. That is to say: the smartest Inbound Marketing funnel will be useless if there is no content that allows you to chauffeur your users through their phases and ultimately bring them to their destination – directly into your customer base.

Diesel or petrol?

Content drives both the Golf and the Ferrari of marketing concepts. But not every fuel is equally suitable for your specific vehicle. The type and preparation of the content must be precisely tailored to your construction, the paths that you want to take and the target group that you want to pick up with it. The technologies you choose will burn the fuel, that is, catalyse the content. Whether eMail, SEO, social media or blog – feeding your channels regularly with good content will bring you forward. It creates a dynamic, an energy that converts fuel to a driving force, visitors to customers and ultimately investment to profit.

Get to the point

In short, understanding Inbound Marketing against this background is essential. Because if you have nothing to say, you will not be able to reach anyone, much less establish a relationship with your (potential) customers. In other words: no energy without fuel. Only the content lets the tyres spin.
We hope that through this article we could help you to clarify the question of meaning. If you still have any uncertainties, we are happy to continue to philosophise with you about it! Contact us directly for a no obligation conversation or find out more about our approach here.

 

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