The world has changed radically in the past decade. The way that people live, shop, work and buy has been transformed. As a result, companies – from small businesses to Fortune 500 companies – have been forced to adapt the way they attract, convert, close and delight their customers. They are doing this using inbound marketing.
Inbound marketing is focused on getting found by customers. Replacing the old outbound marketing methods of buying ads, buying email lists, and scrounging for leads, inbound marketing focuses on creating quality content that pulls people toward a company and product, at a time and in the manner that works for them.
In traditional marketing, companies focus on finding customers. Generally, they use techniques that are interruptive. These techniques could be anything from cold-calling and print advertising to TV commercials and junk mail. But technology is making these techniques less effective and more expensive. Caller ID blocks cold calls, DVR makes TV advertising less effective, and spam filters block mass emails. It’s still possible to get a message out using these channels, but it costs a lot more
Inbound is a fundamental shift in the way business is done. Instead of interrupting people with television ads, they might create videos that potential customers want to see. Instead of buying display ads in print publications, they could create a business blog that people would look forward to reading. And instead of cold calling, they create useful content so that prospects can contact them when they want more information.
This course at Midlands Tech will cover the four primary actions (Attract, Convert, Close, Delight) that businesses must take in order to get more visitors, leads, customers, and promoters. Included in the methodology are the tools that companies typically use to accomplish these goals.
Students will learn how to align the content they create with their target audience’s interests, challenges and goals. They will also learn how to naturally attract inbound traffic that they can then convert, close, and delight over time.