Still practising aggressive conventional marketing methods at your company? And no matter how hard you try results just aren’t what you would expect given your marketing and sales effort?

Newsflash – golden times of traditional marketing methods are well and truly over.

In today’s fast-evolving and the digital-first world, qualified leads are harder to acquire as people expect a fully tailored and customized experience.

A few days ago I came across an article in which the author was even suggesting that by 2020, the user experience will be the main market differentiator, surging even past factors such as price and product/service quality.

In today’s fast-evolving and the digital-first world, qualified leads are harder to acquire as people expect a fully tailored and customized experience.

f these assumptions are to be believed or not, it doesn’t change the fact that this shift is just around the corner. Although talking about any kind of »shift« would be too far stretched and dramatic, as customized UX is already at the core of the majority of successful companies and well-renowned brands across the globe.

So what’s the new direction for a modern-day marketer? The answer is inbound marketing.

There are some pretty accurate definitions of inbound marketing out there, such as:

Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding (Wikipedia.org)

or

Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media.

Unlike outbound marketing, inbound marketing does not need to fight for potential customers attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business. (Hubspot.com)

and

Inbound Marketing is the process of attracting the attention of prospects, via content creation, before they are even ready to buy; it’s one of the best and most cost-effective ways to convert strangers into customers and promoters of your business. (leadg2.thecenterforsalesstrategy.co)

All the above are pretty good explanations of what the Inbound marketing really is, especially for the beginners. However, I would throw another keyword into the mix, and that keyword is trust.

For me, the »core« of successful inbound marketing is company’s relationship with potential prospects and existing customers alike. Thus, all of the beforementioned definitions, in my humble opinion, fail to add the key ingredient which is the relationship built on trust.

The »core« of inbound marketing is company’s relationship with potential prospects.

Companies must build solid relationships with their potential and existing customers, the same way as the individual develops relationships with their significant others, friends and family in their private life. In its essence, It’s really not much different.

That way, not only will they manage to get enough qualified leads and turn them into customers, but delighted and dedicated promoters of their business as well. And what more can a company wish for?

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