Do you remember when the words “Marketing” and “Measurable” were rarely found in the same sentence? (Unless “not” also made an appearance in that sentence)
If you think of marketing as an immeasurable process that money is thrown at hoping to see some sort of ROI, then I have good news! You are mistaken! There is a better way to do marketing!
It is called Inbound Marketing.
Now, let us go back for a moment. If immeasurable marketing is what you think of, you are probably thinking of outbound marketing, or the act of sending a message outward toward people hoping that it will be received positively and they will come to you for your particular goods/services. Historically this form of marketing was carried out through things like trade shows, TV commercials, radio commercials, print ads, cold calls, and email blasts. To give you a more formal definition, wordstream.com defines outbound marketing as:
“The traditional form of marketing where a company initiates the conversation and sends its message out to an audience.”
THIS type of marketing IS hard to measure. Sure, you can measure the amount of money that was spent on the campaign, but other measurable details can become vague, but when you compare it to Inbound Marketing it is very easy to see that there is a big difference. The main difference is that Inbound marketing, generally happens on the Internet.
THE INTERNET IS COOL:
One of the coolest things about the Internet is that information that is accessed is way easier to measure! For example, if you know anything about Google Analytics, your brain will start to explode at the amount of information that you can gather and deduce through the analysis that this tool allows you to do. But Google Analytics is only one tool out there! There are hundreds, if not thousands of ways to measure information online. We have even created special ways to measure and track information, which is the reason that we are in business.
OK, THERE IS AN EXCEPTION:
There is one example of inbound marketing that doesn’t happen on the Internet, and this form of our favorite marketing has been around for a lot longer than the world wide web.
The yellow pages!
A few colleagues and I were discussing the idea that the yellow pages might have been one of the first forms of inbound marketing!
Think about it; if you wanted a particular product or service, you opened up the big yellow book to find someone to fulfill the need/desire, which is exactly what Inbound Marketing is based upon. The goal of Inbound Marketing is to put yourself in the exact place where your target audience would look so that they see you instead of your competition. The main difference is that, instead of opening a yellow book, you open your Internet browser.
Thankfully, this internet is much easier to use, and even easier to measure! Inbound Marketing is the direction things are headed. Through the creation of quality content that attracts the attention of people searching for you, you will be able to invest into opportunities and leads instead of throwing money out the window.