By Upendra Mishra
BOSTON—Do you remember the days when savvy marketers and business development gurus used to (and still) talk about referral or world-of-mouth marketing? You had done a good job for a client, and they told someone about your work, and they in turn told someone else, and suddenly you could not handle the customers coming your way.
Well, that is still the best way to market any company or product. One thing, however, has changed drastically: marketing your services in today’s ever-evolving digital world. Can we create the old word-of-mouth momentum today? Yes, we can because that basic tenet of marketing has not changed at all. We still attract many new customers through referrals and word-of-mouth.
But with the vast reach of the Internet, it can be difficult to bring in customer simply by word-of-mouth. Now, we bring the customers to us, using a process called inbound marketing. But what is inbound marketing?
Cambridge, MA-based HubSpot has been a pioneer in the field of inbound marketing. “Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media,” according to HubSpot. “Unlike outbound marketing, inbound marketing does not need to fight for potential customers attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.”
Our inbound marketing strategies, combined with effective PR, marketing communications and digital approaches, pulls prospects to our clients instead of bombarding inconsistent messages to their potential and existing customers.
Using targeted content developed for blogging, SEO, email and dissemination on social media such as LinkedIn, Twitter and other outlets, the Mishra Group team crafts effective and consistent messages to attract potential clients and generate new leads.
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(Upendra Mishra, founder and managing partners of The Mishra Group, is an integrated inbound marketing expert.)