Inbound Marketing: Benefits and Frustrations

Originally, marketing envisions two approaches – push and pull. Push marketing involves efforts to convince consumers to purchase your products. This is the conventional type of marketing and it focuses on products and their features. Pull marketing, on the other hand, focuses on values and brand awareness. It involves activities that pull customers towards the brand by using various strategies. Inbound marketing includes multiple strategies of pull marketing like content marketing, blogs, events, search engine optimization (SEO), social media, videos, and more. By effectively using these strategies, businesses improve their brand awareness and value. Inbound marketing is THE marketing that is relevant and optimal in this digital world we’re living in. Inbound deals with aspects like organic search, organic lead, organic reach, etc. Organic here refers to unpaid advertisements and content that drive traffic to your business with time. Organic marketing includes anything you don’t pay for directly, such as blog posts, case studies, white papers, social media updates, video sharing, etc. A study by Marketing Sherpa proves this claim; it showed that “83% of online tech buyers found their vendor via Google search.” Another relevant statistic brought by Content Marketing Institute states that 80% of business decision makers favor getting brand information via articles rather than by way of paid advertisements. Also, according to the demand gen report 2019, 73% of B2B consumers reported consuming between three and seven pieces of content before speaking with a salesperson.  According to HubSpot, 70% of marketers are actively investing in content marketing as part of their business strategy. 82% of marketers believe that inbound practices generate high-quality leads.