Inbound marketing draws many parallels to the award-winning Christopher Nolan film Inception. (This is a spoiler-free zone, but you’re doing yourself a disservice if you haven’t seen this movie yet!)
In this movie, Leonardo DiCaprio tries implanting an idea in someone’s mind, but to make it stick, the idea must seem like their own.
Similarly, inbound marketing plants the seeds of trust to build a reputation among your target audience. This not only reduces the amount of effort required to capture high-quality repaint leads, but also reduces your dependency on ad spend.
Wouldn’t it be nice to acquire new business without investing a single penny into advertisements?
Here’s how…
What Is Inbound Marketing?
Inbound marketing is a practical way to drive traffic toward your painting business, organically. You may ask, “Doesn’t every marketing strategy try to achieve this goal?”
In a sense, that is correct. However, conventional advertising (otherwise known as outbound marketing, active marketing, or direct marketing) uses advertising resources to sell a product to its audience, directly.
In contrast, inbound marketing uses relevant content and messaging to build trust around an audience that should consequently seek out your services when they are ready to buy.
Inbound marketing is also known as passive marketing or brand building — Websites and social media are both forms of inbound marketing.
Benefits of Inbound Marketing for Repaint Lead Generation
Inbound marketing has several benefits compared to outbound marketing (otherwise known as active marketing):
Inbound marketing is a fantastic way to attract new, high-quality repaint leads. It’s the best way to engage with your audience with value-adding content and information.
This self-sustaining, long-term business investment helps your painting company build trust and authority in your local market.
Think of inbound marketing as “word-of-mouth” on steroids.
For best results, we encourage the use of multiple inbound strategies, which we’ll discuss below.
Inbound Marketing in Action
To better understand inbound marketing let’s use an example from another industry:
Imagine you want to buy a new car. You spend time searching the internet to find the right make, model, and year that best fits your needs and budget. During your search, dozens of auto companies bombard you with ads about their latest models, but none of them suit your needs (this is outbound marketing).
During your search, you stumble across an article on your favorite environmental blog. The content mentions how a new model from BMW is making waves in sustainable technology. While not an advertisement, this content prompts you to explore BMW’s website and finally commit to a vehicle that fits your needs.
This hypothetical scenario demon