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Written By
Taylor Carolan
Inbound Call Leads / November 18, 2020

Inbound Marketing: What is it? Here's How to Explain This Thanksgiving

Written By
Taylor Carolan
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Inbound Marketing: What is it? Here's How to Explain This Thanksgiving

Once a year, Thanksgiving rolls around and we are once again faced with the dreaded questions of what we do for a living and when we are having kids. Rather than dissecting the results of the election or attempting to get everyone’s political views to align, perhaps take a stab at what you do for a living over dinner: the ever-so complicated, forever confusing job as an inbound marketer. Yet this concept is far more digestible than it may initially seem, as long as there is general knowledge of technology and marketing at the kitchen table. Which, sometimes, there is not. In that case, refer to these analogies to keep the conversation rolling:

The Lead Nurturing Analogy:

Inbound Marketing refers to a process in which customers are attracted, engaged, and satisfied during every stage of the journey. Differing from outbound marketing which bombards customers with content they aren’t looking for, inbound marketing is effective in its methodology of providing customers with what they need, connecting them to the things they are looking for and solving problems they already have. Through Lead Nurturing—the process of providing consumers with appropriate and useful content during each stage of the sale—consumers are given access to things directly applicable to their lives. Receiving an unnurtured lead is like receiving uncooked stuffing or pumpkin pie; I suppose they could be eaten raw, but it is so much more enjoyable and palatable if it is cooked and already warm. “Cold” leads are manageable, but “warm,” nurtured leads are bound to be much more successful. 

The Relatable Scenario:

When asked about inbound marketing, it is likely that it is categorized right alongside the  common telemarketer. Yet that style of marketing, often referred to as interruptive marketing, differs from inbound marketing in exactly the way you would expect it to: while interruptive marketing literally interrupts you from what you are doing, inbound marketing creates content that consumers are actively looking for and provides it to them. Chances are, many guests around the dinner table will be familiar with interruptive marketing. By identifying who is, you are able to teach them the much more logical approach to over the phone sales that is inbound marketing.  

The Three “Courses” of Inbound Marketing:

If all else fails, break it down into three aspects. Explain that inbound marketing is applied in three ways: attraction, engagement and delight. Attraction is simply drawing in the right consumers with content valuable and useful to them. Through this, you are established as a trusted advisor, and they are more likely to do business with you. Engagement is understanding the pain points of the customer and providing solutions that align with these—again, inbound marketing is useful in the way that it attempts to solve questions that consumers already have. And lastly, Delight comes from the support and sense of empowerment deriving from the customer’s successful purchase. Of course, there is much more to the world of inbound marketing than that, but that’s enough for Thanksgiving dinner. 

Inbound call marketing can drive sales momentum. Digital Market Media is the leader in inbound call marketing. Contact us for more details.  

 

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