Inbound marketing is a promotional method that acquires customers through organic (unpaid) means, rather than salesmanship. In contrast to more traditional forms of customer acquisition where companies actively pursue leads, businesses that deploy inbound marketing wait for customers to come to them. Launching an inbound marketing campaign doesn’t preclude roofing companies from running other kind of marketing campaigns simultaneously. Examples of inbound marketing include:
- Blog Posts: Attract users through natural channels like Google search, Bing search, Facebook shares, etc.
- Content Marketing: Content on your primary site or elsewhere (directories, social media) is considered inbound
- SEO: Does what its name implies; optimizes web content for search engines
- Social Media: Posts, tweets, or shares that are unpaid and appeal to a large audience
What makes inbound marketing effective in today’s marketplace is its ability to empower the consumer. With more access to information available than ever before, consumers are far less likely to be manipulated through the tricks and salesmanship that comprised traditional promotional techniques. Inbound promotion earns consumer interest on its own merit, through value and quality alone. Call (800) 353-5758 for inbound marketing services for roofers.
Inbound vs Outbound Marketing For Roofers
When marketers reference more traditional forms of promotion, they are mostly referring to outbound marketing. As an antithesis to inbound promotion, outbound marketing relies on initiation, salesmanship, and manipulation. Despite its ethical ambiguity, outbound promotion was effective for a very long time. It wasn’t until the internet became a 24/7 encyclopedia, through wi-fi enabled smartphones, that outbound marketing lost much of its effectiveness. Examples of outbound promotion include:
- Cold Calls: Pitching sales via random phone calls, perfectly illustrates outbound promotion
- Email Spam: Paid email lists often blur the line — either way, mass emails are “outbound”
- Intrusive / Pop-Up Ads: Ads that “pop-up” on a website are intrusive and “force” the user to view them
- Social Media Ads: In contrast to “inbound” posts, tweets, and shares, social ads are “outbound”
You’ll note from the examples above that outbound promotional techniques are still very much a part of the internet at large. The difference is that their effectiveness has been severely limited by the modern consumer. Because customers in today’s digital age are more informed than they were 10, 20, 50, and 100 years ago, there’s no longer as narrow a path to manipulation as there once was. That doesn’t mean outbound marketing is completely extinct, but it requires more innovation in today’s market.
Tracking Inbound Marketing For Roofing Companies
An underrated aspect of inbound marketing is its corresponding data measurement. Because the method waits for the consumer to take action, the data generated is particularly useful. Companies can easily track the source of their leads, segmented by channels such as social media, search engines, or direct visits. In contrast, outbound marketing is more difficult to track, since the company is the one taking action. As a result, inbound campaigns more commonly produce satisfactory ROI.
Roofing companies looking to increase lead generation in 2018 should consider internet marketing services from Roofing Webmasters. We provide more than just inbound marketing, which in of itself encompasses SEO, blogging, and content marketing. We offer additional marketing services including PPC advertising, social media advertising, and more. To sign up for services, or to discuss inbound marketing strategies in greater detail, call Roofing Webmasters at (800) 353-5758.