On this episode of "Inbound & Down," co-hosts Danielle Esposito and Jon Sasala of Morey Publishing explain why inbound marketing is the key to success across all industries, and discuss its many applications to a number of diverse clients.
The inbound marketing philosophy has taken the business world by storm, but is it right for everyone?
Sasala, Morey Publishing's creative director, and Esposito, its senior inbound strategist, ponder this, trying to think of an industry where inbound marketing wouldn't work. They honestly couldn't come up with a single one. Inbound marketing isn't just for "cool" and "start-up" companies (think millennials), they realize, and more importantly, just because you work in a "traditional" industry doesn't mean you need to stick to traditional marketing.
Why does inbound work for every industry? questions the pair. Well, it begins with the consumer.
Regardless of the industry your company is in, all consumers go through the same Buyer's Journey before purchasing a product or service. They head right to the internet to research. So, why not provide consumers with useful and interesting content on your (maybe not-so-exciting) products or services, to grab their attention? Interesting inbound marketing content, such as eBooks, quizzes, and engaging blog posts, can turn a "boring" subject into interesting and digestible content for your potential customers.
In the co-hosts' experiences, they've discovered that the inbound marketing philosophy is just as—if not more so—successful for traditional industries. Most competitors aren't doing inbound, either, making it much easier to rank for those all-important keywords.
"If you're in an industry that you think wouldn't do well on the internet, doesn't need a significant digital presence, and inbound isn't right for you, I'd venture to say it's more appropriate for you," explains Sasala. "We can be more successful for you in a much faster time period, because nobody else in your industry is going to be doing this. So, I would say inbound is appropriate for everybody."
Key Takeaways From This Episode:
Inbound works for every industry,
Countless opportunities exist for compelling targeting associated consumers.