Prior marketing techniques such as cold calling, telemarketing, e-mail campaigns, direct mail etc., are known as “Outbound” or interruption based marketing. Time challenged consumers and businesses fight back in a “do not disturb me” mode. They use protective shields (spam filters, voice mail screening, etc.) to guard against your attack methods.
Companies must adopt to these changed buying patterns if they are to survive these turbulent times. Realize how people search on their terms, not yours, for information and answers to questions. People gather information when they are ready, at times convenient to them. This is especially true of more affluent and higher educated people.
They turn to the same place you turn to, the WEB, for their answers. Why? Because it is open for business around the clock. Consumers scour Websites, reviews, forums, blogs, and social networking sites such as facebook, LinkedIn and MySpace. Information is dispersed almost instantaneously via Twitter and other broadcasting means.
Adopt this newer key to your Web success bu using “Inbound” or permission based marketing. I define this loosely as being at the right place at the right time. Or, in other words, have a presence when someone searches for your service or product. Make it easy for them to find you, and your information 24/7/365. Prepare your site for free results through Google searches. Then get your self recognized blogging, article marketing, video marketing, press releases, etc.
Your thoughts are welcome.