Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 1: Meeting Inbound Marketing Demands with Content Credibility
outbound in nature. i.e., We (brand) talk, you (audience) listen. In effect, social media merely provided another broadcast channel. Furthermore, many of those gravitating away from paid ads to organic content were merely substituting ads with content used as bait (i.e., still outbound). Few recognized the true power of social media in creating relationships with potential customers. Its perception as an impersonal channel (i.e., lacked face-to-face salesmanship at the time) concealed its superiority in building relationships. Add the growing imperative to building relationships as an alternative to deal making and foisting value propositions, and you can see why social media ushered in a new era of inbound marketing 1 . Let us consider why.
INBOUND MARKETING
Inbound marketing has transformed how brands engage with their audiences, shifting the focus from broadcasting messages to building meaningful relationships. This shift is particularly clear in the evolution of social media marketing. The reason for the explosive growth in social media marketing is often misunderstood. At time of its start, social media was seen as a way for brands to have a private megaphone. For the first time, audiences could be reached with online messages directed to a brand’s followers, fans, and connections. But the approach to marketing stayed the same. Communication to audiences was still
1 Inbound marketing is a strategy that focuses on attracting customers by creating valuable content and experiences tailored to them. Unlike traditional outbound marketing, which interrupts potential customers with unsolicited advertisements, inbound marketing draws customers in by offering solutions and information that align with their needs and interests. This approach typically involves the use of various digital marketing techniques such as content marketing, search engine optimization (SEO), social media marketing, and email marketing to engage and nurture potential customers through their buyer's journey. The goal is to build trust and credibility, converting prospects into loyal customers.
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