Depending on your Internet experience and social media comfort level, inbound marketing either seems impossibly complex or ridiculously easy. The truth doesn't reside at either end of the spectrum but somewhere in between.
If your business marketing campaign is still focused on outbound marketing strategies such as trade shows, email blasts, cold calls and telemarketing, it can be more than a little disconcerting to jump into the free-wheeling, paperless, high-speed world of social media where instant gratification seems to reign.
On the other hand, if you've embraced social media in your personal life, spend hours updating your Facebook page and posting messages to your friends, and are a dedicated tweeter, you may fail to recognize the distinct differences between personal and business use of social media and the need for a certain amount of careful restraint in business applications.
In both cases, your company's marketing campaign will benefit from development and hands-on management by an experienced inbound marketing professional. Among the distinct advantages inbound marketing experts bring to the table is the expertise to build a platform of individually tailored social media products and measurement analytics to power your company's specific needs and target both broad and narrow goals.
The speed and targeting accuracy made possible by computerization and Internet dispersal allow inbound marketing strategies to be quickly and continuously tweaked by knowledgeable professionals. Computer analytics provide immediate, measurable results that quickly reveal the effectiveness of individual inbound marketing strategies. Inbound marketing experts use carefully selected analytics to continuously monitor and tweak marketing programs to ensure that they quickly produce the desired marketing results. Constant evaluation ensures that your marketing program reacts to and gains the greatest benefit from consumer response, market forces and changing demographics.
The wide variety of inbound marketing products and platforms allows businesses to capitalize on broad spectrum dispersal of their marketing message with one media while targeting very specific consumer demographics with another. Successful inbound marketing campaigns generally employ diverse techniques to approach company goals from several angles to maximize success. To the uninitiated, inbound marketing attack plans can appear to be random and fragmented. Indeed, it is manipulation by skilled inbound marketing professionals that produces a cohesive campaign.
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