As we’ve discussed in previous blog posts, there are two main overarching categories of marketing: inbound and outbound. Most businesses use a blend of both but will place the bulk of their budget and emphasis on one or the other. Today, let’s discuss some of the hidden benefits to inbound strategies that you may not have considered.

Digital revisited – where’s the value?

The revival of the term “niche markets”, defined as targeting very specific and focused segments of the market is not as attractive as it once was due to shrinking ad audiences and increased ad costs. This is putting the squeeze on marketing budgets and ad spends and forcing business owners to ask the question “Where can we focus our energies with a more sustainable and lasting impact?”

I’m not going to suggest you ditch Google Ad Words, but I want you to rethink how you approach your digital marketing. Consider that, for one Google ad campaign that only gets 1,000 views, and where the clicks can cost up to $10, a whopping $10,000 is not a sustainable investment. Also remember that buying digital ads means that once your ad is gone, it’s gone for good.

Without a lasting presence, how can your online presence grow? Is there a better way?

One option that you can control is inbound marketing. Couple this with SEO and you begin to create a vast footprint. No one can take it away from you. Once it’s out there, it’s out there forever, educating and attracting your market. You aren’t buying clicks, you’re creating lasting value and lasting beacons. Between blogging, images, video, social and search engine optimization (SEO) and directory listings to get it all found, you’re everywhere! That value can be far greater than any other form of advertising because it STICKS.

Consider your online presence as not just a tool to seek out customers interested in your products and services, but to bring them to you. As a great bonus, they may stick around because of your compelling posts, engagement, and expertise.

Inbound marketing and SEO are just a few of our specialties here at Marketing EQ. We’d love to talk further with you on how we can help boost your online footprint!

A version of this article first appeared in the Vancouver Business Journal.

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