Inbound Marketing Consumers Empowerment Part 7


Inbound Marketing Consumers Empowered

Economic factors encourage customers to be researchers

The internet has represented consumer empowerment since the 1990’s because it operates like a high speed phone book. It takes you wherever you want to go, including to websites of competitors you just visited. Due to last century’s marketing that promised more than it delivered, consumers have become skeptical of unfamiliar brands, but are able to quickly learn about brands as a result of inbound marketing.

Marketing Affordability

One of the reasons many people use the internet is to learn how to save money. When Phone Book Advertisingbudgets tighten, people intensify searches as “affordable” becomes an important keyword to attract bargain hunters. At the same time, many consumers are looking for the best quality at the lowest price. The internet is competitive because it gives you a lot of different choices quickly.

At physical stores consumers deal with extra problematic variables such as shelf space and number of units in stock. If a product sells out it can create inconveniences for customers. Online markets have eliminated the problem of store hours and inventories. Since many store costs have been reduced, online marketers can afford to sell products at lower prices than retail.

Accelerated Research

What consumers are really latching onto when they begin to have favorite blogs is a feeling of comfort that they have learned something from someone online. Surfing the net can take up a lot of time and sometimes there’s nothing to show for it. But engaging through social media and online discussions can generate a useful dialogue that builds loyalty and interest while saving time. For many people saving time is just as valuable as saving money.

Search engines have been such helpful time saving devices that they can instantly bring you in touch with any market imaginable through keywords. Searching for something online is not the same type of passive activity as sitting through TV commercials. In many ways TV advertising chases away customers while inbound marketing invites customers to participate with the product.

Lower Marketing Costs

One of the main keys to inbound marketing is that it helps make your brand a star in several categories instead of just one. The marketing of several different products under one brand name has become an incredibly powerful way to maximize marketing at lower costs.The more variety in products and services you can offer, the more visibility you will generate online and the more chances for customers to find you.

Imagine if you had a different brand name for every different product you sold. If you sold hundreds of different products it could cost a lot of money just to design each logo. But one brand that can be marketed hundreds of different ways is a much more economically efficient venture. In many cases brands are becoming about values related to visions of the world. People now value brands that share similar visions, such as going green.

The Value of Information

Thanks to search engines and inbound marketing, original information has become valuable. At one time marketing costs were high in order to have access to a big passive audience that wasn’t necessarily in the mood to buy. Now marketing costs are low to reach a big active audience that is already searching to buy. All it takes is effort on the part of the marketer to put these pieces together and connect with followers.

The road to becoming successful at inbound marketing involves placing value in stories about your products. Take the lead in inbound marketing by offering free information that helps others gain economic advantages and makes your site more valuable than sites with less information.

Ian Conklin is the President of OTR Web, a web development company creating market ready websites since 2000, with locations in Canada, USA, Europe and South America.

Ian Conklin - President OTR Web

OTR Web is a Certified Partner with HubSpot and Google.

For all your Inbound Marketing and Website requirements

Contact OTR Web.


Inbound Marketing – SEO Part 6


Inbound Marketing – SEO

People want information, not persuasive ads

Consumers have naturally become more curious in the internet era about products before they buy them. Instead of the more expensive trial and error approach of learning over time which products meet specific needs, consumers can learn from other consumers quickly at no cost thanks to online reviews. In the 20th century consumers were generally quiet about products that didn’t deliver what the advertising promised, but in the new century there is much less room for error.

Product Information

The internet has elevated people’s awareness about the value of product information. Inbound Marketing should be combined with SEO thus devoting entire articles to specific products or services. Storytelling about products in blogs and articles has become a common form of content marketing. At the same time, consumers are learning to be more careful about how they spend money online. More people are using the internet to learn about products, even if they make purchases at physical stores.

At one time consumers weren’t expected to know a lot of product information, back when they were sold one size fits all packages prior to computers becoming mainstream. The computer revolution was part of what changed the consumer landscape, as consumers were expected to choose the variables of hardware and software. People now have a lot of brand awareness about various facets of the computer industry thanks to tech marketing turning common people into techies.

Avoiding the Hype

As the online community has become empowered to know sets of choices for almost any circumstance, online surfers try to maximize search time by avoiding links that do not produce desired results. The weakest web pages are the ones in which the intent was clearly marketing with minimal product information given. There should be a link to deeper information until you get to the product page.

Products no longer need outrageous slogans and taglines to get people’s attention. Now it’sBig Advertisment easier to get people’s attention by being more relatable, using sensible SEO. The reason brands are expected to live up to their claims more than ever is that a different brand is always a click away. One of the main causes of people avoiding a brand is pushy sales.People now have many ways to quickly find many different alternative choices.A brand is powerful if it can explain itself using various media that can be instantly accessed.

One of the most evident trends in content marketing is to avoid any type of traditional sales approach. While the goal of traditional marketing was to develop sales leads and convert them as soon as possible, the goal of content marketing is more to nurture leads and worry about sales as they happen. More value is placed on individual relationships than whether or not someone has made a purchase.

The Rise of Blogging

Bloggers became important to the online community the same way DJs became important to the music community. Successful bloggers attract a big online following by sharing useful information. The most popular bloggers are considered “influencers” of other writers and users of social networks. Bloggers try to be early adopters of products to show followers that they are on the cutting edge. Getting your product covered by a popular blogger is free valuable advertising.

Search engines treat authoritative bloggers as priorities when it comes to search rankings, so part of the marketing strategy of a product is researching bloggers. Writing your own blog using SEO also carries more weight than a web page full of ads. Take the lead in content marketing by avoiding persuasive language and focusing on writing that acts more as a gateway to a learning experience.

Ian Conklin is the President of OTR Web a web development company creating market ready websites since 2000, with locations in Canada, USA, Europe and South America.

Ian Conklin - President OTR Web

OTR Web is a Certified Partner with HubSpot and Google.

For all your Inbound Marketing and Website requirements

Contact OTR Web.


Content Marketing & SEO Part 5


Content Marketing & SEO

One size fits all marketing is ineffective

Traditional marketing relied on a theory that one message can connect with a mass audience. The internet helped branding become more multidimensional. Websites can be full of different versions of brands. The one size fits all model was designed to reach a vast market through a numbers game and limited media, but it did not always reach its target market. Today SEO has become a realistic way to develop a significant loyal online community.

Brand Diversity

One of the keys to business survival in the 21st century has been brand diversity. TheBrand Awareness internet has made it easy for a brand to become a package that serves a market with many different niches. By offering many different products instead of one product a brand potentially reaches a much wider market. Each version of a brand can have its own web page using keywords associated with the brand. One of the many reasons for creating many different brand versions is to offer the brand in different languages.

Brand diversity may imply that a conglomerate is the force behind the business, but small businesses can also be diverse. Using creativity, a local business may find reasons to market different product versions to different market segments. The more a brand can offer customization, the more personalized it is and the more it fits the model sought by modern consumers.

Research Beyond Demographics

In the 1990’s demographics played a huge part in the mass marketing of one size fits all products. By selling products to specific target demographics there was a consensus among marketers that everything came down to age groups. Then psychographics became part of marketing that expanded the thinking to include interests and lifestyles as important market factors besides age group. Tech gadgets have been marketed as lifestyle items, in which several different versions fit different lifestyles.

Ever since Google introduced Analytics, the marketing world has gravitated toward this tool and similar traffic tracking programs as a measurement of marketing power. Analytics take the marketer into a world of online behavior, which can reflect how well a website is presented. Now that markets can be studied on a micro level, thanks to SEO and web stats, it’s possible for a marketer of a brand to meet the needs of various markets.

Updated Products

Unlike last century’s products, this century’s products require much more frequent updating, especially when it has anything to do with digital products. One marketing message can no longer summarize a product in a way that meets the needs of modern consumers. Software, books, video games, music and blogs can all be updated seamlessly in the cloud. Even T-shirts can now be designed in the cloud.

Part of SEO involves updating web pages, as search engines favor fresh content. Authoritative blogs that are updated frequently carry heavy weight with search engines. The internet has helped expand the boundaries of branding, giving owners more flexibility in reaching niche markets. All you mostly have to do as a content marketer is write a useful article for each different market you are trying to reach.

Reaching Niches with Content Marketing

The secret to effective content marketing has always been to create unique and compelling content. The beauty of content marketing is it allows you to get indexed in search engines as much as possible when writing about the various niches associated with your brand. While last century’s marketers were mainly concerned with demographics, this century’s marketers have much more data and must think about customers more as individuals than statistics. Take the lead in content marketing by writing about various niches within your market.

Ian Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000, with offices in Canada, USA, Europe and South America.

Ian Conklin - President OTR Web

OTR Web is a Certified Partner with HubSpot and Google.

For all your Inbound Marketing and Website requirements

Contact OTR Web.