When most people hear the word “marketing” they think of outbound marketing, or ‘push’ marketing, which includes tactics like ads, billboards, direct mail, TV commercials, etc. 

Outbound marketing pushes ads and marketing messages onto the audience, whether they want it or not. And, as a result, defensive technologies like ad blockers have arisen, aiming to protect the consumer from unwanted advertising. Additionally, oversaturation has led to ad-resistant audiences through natural behavioral adaptations such as ‘banner blindness.’

Inbound marketing, on the other hand, is a strategy that focuses on attracting customers through valuable, relevant content and experiences, rather than interrupting them with unsolicited messages.

Inbound marketing is sometimes referred to as “pull marketing” or “content marketing,” and includes content such as blogs, social media, infographics, webinars, newsletters, and informational videos.

The objective of inbound marketing is to gently nurture potential customers, guiding them along their journey by providing them with relevant and timely information when and where it serves them best. In this manner, brand recognition, trust and engagement are established prior to the prospect ever even realizing that they are in the market for your product or service.

Here are a few specific benefits of inbound marketing for technology companies:

1. Cost-effective: Inbound marketing can be more cost-effective than traditional outbound marketing methods, such as paid advertising. This is because it focuses on earning the attention of customers, rather than paying for it.

2. Targeted: Inbound marketing allows technology companies to reach their target audience more effectively, as it involves creating content that is relevant and valuable to that specific audience.

3. Long-term: Inbound marketing efforts tend to have a longer shelf life than outbound marketing efforts. This is because the content created as part of an inbound marketing campaign can continue to attract and engage customers over time.

4. Measurable: Inbound marketing is highly measurable, as it's easy to track metrics like website traffic, leads, and sales. This allows technology companies to see the ROI of their marketing efforts and make adjustments as needed.

5. Builds trust: Inbound marketing helps technology companies build trust with their audience by providing valuable, informative content. This can help turn website visitors into customers and build long-term relationships.

Overall, inbound marketing can be a valuable strategy for technology companies looking to attract and retain customers in a cost-effective, targeted, and measurable way.

If you want help understanding your audience's perspective and how to most effectively engage them at every step in their journey, Bold Marketing & Communications can help. Contact our founders, Paul Brunato or Bob Finlayson, for a free consultation.