Marketing used be dominated by traditional media, one way communications which favoured big marketing budgets and companies who were targeting the mass market and who had resources to consistently invest. It could be expensive and inefficient for small businesses. Inbound, online or content marketing has changed all that for SMEs worldwide. Instead of ‘interrupting’ prospects when they may not in the market for your product/service (they may be the wrong target or have made the purchase recently) it’s about earning their attention by catching them exactly when are actively seeking solutions for problems. When they are looking for the likes of you. This is done mainly by talking their language and making yourself easily found (strong website messaging and layout, SEO, content marketing, blogging, email, Google ads).
“Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t.” Seth Godin
Being found online is critical and needs expert advice. ‘Build it and they will come’ does not apply to new websites.