"If you're not putting relevant content in relevant places, you don't exist!" - Gary Vaynerchuck
What is inbound marketing and why is building a personal brand important? How are these things even connected? In the last decade advertising and marketing, the scenery has completely changed. What used to be a one-way channel, a company at one end, and the consumer at the other, the company doing all the talking, has now changed into a discussion, a dialogue.
Thanks to the rise of the internet and social media, all kinds of new forms of interaction with consumers have become possible. One can start a blog, a Facebook page, a Youtube channel, become an Instagram influencer and LinkedIn thought leader.
The fact is that, wherever consumers' attention is, business can be made.
Now back to the question what is inbound marketing? Simply put; it is a type of marketing that seeks to attract the customer to the brand, instead of the brand going to the customer. How? By generating and releasing content that provides some sort of value to the customer they want to get.
Many think that inbound marketing is an invention of this social media era, however, in reality, inbound marketing has been around forever. In a broad sense, giving out food samples for a customer to find you, like you and buy from you is inbound marketing. In a more modern sense, inbound marketing refers to creating digital content that their ideal client then finds, becomes a follower and fan of the content, and whenever they need the service one provides they have you on the top of their minds. Now why this type of marketing has become such an essential part of business nowadays is because the aforementioned social media channels have provided perfect platforms for anyone to create and share content where there are many people searching for content. And as around 85% of consumers conduct online research before deciding to buy, you want to be the one making sure your brand is represented in the best way!