Inbound marketing is not a new concept. It has been successful in getting more customers in various industries like property, cosmetics, logistics and more. In contrast to outbound, inbound marketing is magnetic and inviting, where you provide value and content to the right customers who are actually interested in what you have to offer.
However, in Malaysia, inbound marketing is still a novel concept to most marketers. Not much is known about this methodology, so there are some misconceptions about it. These myths and misconceptions might harm your business because you’re going to actively prevent your own growth and opportunity.
Let's explore further:
Myth No.1: Inbound Marketing = Giving Away Free Stuff
For a lot of people not familiar with inbound marketing, giveaways are the first thing they think of when we talk about this methodology. They might think that inbound marketing means giving away free things on social media, such as products from their inventory or free sessions to their service.
Truth - In inbound marketing, value is given away strategically backed by campaign goals and measurable metrics. Giveaways, for example, might have the goal to increase the number of social followers that will then help to fuel the inbound flywheel. Everything in inbound marketing is done with a purpose and goal in mind. It's not a waste of resources if done right.
Myth No.2: Inbound Marketing is a Fad that will Go Away
One of the most common misconceptions about inbound marketing is that it is just another marketing fad or a viral trend. Some might even think that inbound is just another buzzword to make you do complicated things.
Truth - Inbound is not a fad, but rather an effective new marketing methodology in the digital age. Inbound marketing was actually a reaction to the shift in consumer behaviours who are moving away from push factors like advertisements and are increasingly digital-connected. It fits modern consumers better and it is here to stay.
Myth No.3: Inbound Marketing is Another Term for SEO
There’s a number of people who may think that inbound marketing is synonymous to Search Engine Optimisation (SEO). SEO is a practice of ranking on search engines to increase visibility and authority. Is it the same as inbound?
Truth - Both SEO and inbound marketing are elements of digital marketing. However, SEO makes up just one part of the bigger inbound marketing methodology. They also have different goals. SEO aims to attract more web traffic by ranking well on search engines, whilst inbound focuses on turning that traffic into leads, and eventually to sales.
SEO is essential, but you need more things to make inbound work. Thus, they're not the same thing.
Read more: Which is SEO? A Comprehensive Answer
Myth No.4: Inbound Marketing is Just Blogging
Blogs are content posted on a website to educate and bring awareness to the business. So, if your blogs are written and published, are you done with inbound marketing?
Truth - Just like SEO, blogging is just one part of inbound marketing. There are other contents needed in order for the inbound flywheel to work with full functionality. Blogs are just one form of content, apart from content offers, email newsletters, infographics and social media posts.
Blogging using the inbound method is also intentional and highly strategic. There should always be a next step provided after each blog - a call-to-action, for example. This ensures that your blogs generate qualified leads and drive awareness from the Top-of-Funnel (TOF) visitors accordingly.
Myth No.5: I Can Do Inbound Marketing by Myself
So you’ve thoroughly read and research how to start an inbound marketing campaign. Is it possible to do it all by yourself or by hiring an in-house team?
Truth - In order for an inbound marketing campaign to succeed, a lot of planning and work is required, but also some degree of expertise. Hiring and training in-house talent can work if you have the time and resources to invest in.
However, getting an inbound marketing partner cuts that time and brings in results faster compared to doing it in-house. Inbound agencies house specialists and experts in the methodology. They can help ensure that the best practices of inbound are done for you, all the while providing valuable market insights and technology.
These inbound marketing myths and misconceptions can hamper your business’s growth and potential. Inbound is a great marketing method to reach more customers using value, content and strategy. The result? Better leads, better engagement, and better understanding of your target customers.
Inbound marketing is here to stay and it will be the new way of marketing in Malaysia. So better start soon before you have to play catch up!