What’s inbound marketing?
When we think marketing, most of us think advertising. A fit, sweaty athlete in a fresh pair of Nikes, gazing into the evening glow with a look of determination.
“I’m gonna finish this run–like a champion.”
Their demeanor plus the catchy tagline across their toned thigh sell us the feeling of fitness paired with a shoe brand. Although it works, it used to work better.
So, consumers and business buyers have become desensitized to glamour shots and flashy branding.
Outbound, or traditional marketing through advertising, is an in-your-face statement about who you should be and how a particular toothpaste will get you there.
Marketing nonprofits: no need for a million-dollar budget
On the other hand, inbound marketing is different. Inbound came along as the internet grew into the megabrain of humanity.
As people found more sophisticated ways of communicating with each other, inbound marketing was born as a more natural way to present products or services–through connection rather than interruption.
The web creates access for customers to find, reach out to, and respond to companies and organizations. So, it’s not a one-sided conversation anymore.
Inbound is about conversation and value-adding, not million-dollar campaigns to coerce.
Inbound makes sense for socially-conscious organizations since these are natural hubs of conversation. We rally around what we’re passionate about. We also talk about it and take action.
People use search engines to find ways to get involved or contribute. Do they watch T.V. hoping they’ll come across a great ad for a charity that matters to them? Nope. They Google it.
Marketing renewable energy: in your face vs. adding value
And that’s why it’s such a good fit for companies and organizations in renewable energy–solar, wind power, etc. and also for sustainable product manufacturers.
Because there are potential customers out there ready for clean energy or to start buying more responsibly. They’re going to search engines to find out where to start. Meet them there.
Seems like it’s a good idea to interact with your potential customers or donors where they are and offer them the valuable information they’re looking for, not just information about you. Right?
Look at how clever I am!
Yes, writing is fun. Being able to turn a phrase or surprise someone with a clever tagline is satisfying. But, often with outbound marketing, it’s all about the copywriter or the selling company, not about connecting with the buyer.
Even if the tagline is, “It’s all about you”–it’s not. It’s about them.
Buyers are more discerning now. They wonder, “How is it about me? Explain things to me, help me out. Show your benevolence, don’t just tell me about it.”
Inbound marketing isn’t as showy. It’s not about impressing everyone with what a clever devil you are. It’s about talking to another person to say, “Do you need help with this? I can help.”
It’s like any other respectful conversation. If you’re interested and want to go deeper, you can. If not, you can end the exchange and walk away.
Say you come across a website with a blog featuring really helpful information. A box pops up asking if you’d like to sign up for the newsletter.
You might think, “Actually, this could be really helpful. Sure, why not?” Or, just click “No, thanks.”
That simple.
Wouldn’t you prefer to have human interaction or conversation, instead of an unwelcome interruption?
We all would. That’s why conversational inbound is a next step in the evolution of marketing. You (the marketer) put effort into something worth time–both yours and your potential customer’s.
It’s a means of drawing people in based on information they can actually use. It works out better on both sides. People who want what you offer can find you, while marketers don’t waste time trying to sell to people who aren’t interested.
Most of all, inbound content marketing for renewable energy and socially conscious organizations is a natural extension of what you already do. At its core, it’s about doing something worth doing.