I’ve written a lot about inbound marketing on this blog. There are posts about what inbound marketing is, how to build an inbound marketing strategy, and tips on creating great content at the top, middle, and bottom of the funnel. If you’ve read any of these – or if you are familiar with inbound marketing – then you know that it all starts with getting found online.
Today’s buyers don’t behave like they used to. I always use the example of buying a car. Instead of spending your weekend going from dealership to dealership getting the hard sell, just about everyone who buys a car starts online and waits until they know the exact make, model and trim package they want (and the price they are willing to pay for it!) before they visit a dealer. This change has come about because the balance of power in the sales relationship has shifted from the seller to the buyer and buyers are now more well educated than ever. We can go online and compare products or services, read reviews, and get recommendations from friends and colleagues. In short, buyers don’t want to be sold to – they want to BUY.
Companies that recognize this shift and respond accordingly are going to thrive in the new economy. Those that continue to rely upon old and outdated, sales-driven approaches will struggle. It’s that simple.
Using Keyword Research to Build a Better Inbound Marketing Strategy
