Exotel for startups

Inbound marketing is the art of pulling in people to your brand than pushing your brand to people. Inbound marketing is gaining momentum all over the world for one reason – it is extremely effective and in several ways better than outbound marketing.

Guy Kawasaki famously said “If you have more money than brains you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.”

inbound-marketing-methodology-funnel

So how can an Indian SME go about doing Inbound marketing? Let us take the example of our own company, Exotel. We publish blog posts on our blog like the one you are reading right now.

You may have arrived at this blog post through a search engine, a link shared by your friend on social media or email. But you came here to read this article… we did not push this article to you. Now you are here on Exotel’s website and you are more likely to check out what we have to offer and may be you will become our customer one day! 🙂

When any brand publishes useful content for their target audience, then that brand pulls in people to them. Inbound marketing is not just limited to the internet. Even in the offline world, one can do inbound marketing.

For example, an Interior Design company can publish an article on best practices for interior design in their local newspaper or magazine and they would get more branding than if they had paid for an advertisement on that same magazine. A hospital can conduct a free seminar on general health tips and invite people from their locality. This would help their brand spread in a very powerful way.

Inbound marketing is now widely used because internet and blogging has made it much easier for brands to become publishers without the huge costs of setting up a publication channel. Open source blogging platforms and content management systems like WordPress.org has made it very easy for anyone to publish content on their website. In fact, this blog is based on the WordPress platform!

The content need not be limited to written content on a blog. You can also publish videos on your YouTube channel and get visitors to your website from there. You can spread links to your content on your various social media channels.

So, instead of paying for advertising on various content channels and getting visitors, you create a content channel yourself. The visitors that you attract are more likely to check out what you have to offer and request for more information. When people request for information and you call them back – it is several times more effective and also ethical than getting a database of phone numbers and cold calling potential prospects.

There are more benefits to inbound marketing. Apart from getting free visitors to your website, you also get a chance to understand your ideal customer and their needs. Blogging is a conversation. You start the conversation with an audience and based on their responses (comments, social sharing etc.) you get you understand your audience better. Understanding your audience helps you to craft your offering (product or service) in a way that best suits them.

So what are you waiting for? Go ahead and start doing inbound marketing today!

If you have any questions about inbound marketing you can leave them in the comments below…

[Image Credit: Hubspot.com]

AUTHOR: Deepak Kanakraju
11 Comments
  • The article is useful and meaningful but I think what most people are grappling with is “how” do they go about writing content or producing videos….most people know what to say but not how to and when to!!

    February 12, 2014
    • Yes Peter, I would agree with you. I think the best way to go about it is think of each blog post as a personal email with one customer in mind instead of thinking it as a publication. For example, what would a business owner talk to his valued customer to help him? Anyone who understands their ideal customer should be able to come up with ideas of how to educate their customers and when.

      February 13, 2014
  • The article is useful and meaningful but I think what most people are grappling with is “how” do they go about writing content or producing videos….most people know what to say but not how to and when to!!

    February 12, 2014
  • baldevsingh rajpurohit

    wat is cost of 1year contract

    February 18, 2014
    • Vijay Sharma

      It’s on our pricing page – Rs. 24000 for the full year. Have you signed up for a free trial account?

      February 18, 2014
  • baldevsingh rajpurohit

    wat is cost of 1year contract

    February 18, 2014
    • Vijay Sharma

      It’s on our pricing page – Rs. 24000 for the full year. Have you signed up for a free trial account?

      February 18, 2014
  • this is the best way to solve manage calls and SMS-es from customers without getting into the hassles of a full fledged call centrethevirtual business phone system with features like extensions, voicemail, conference dialer etc

    July 19, 2014
  • this is the best way to solve manage calls and SMS-es from customers without getting into the hassles of a full fledged call centrethevirtual business phone system with features like extensions, voicemail, conference dialer etc

    July 19, 2014

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