Yesterday’s television commercial is today’s Grindr App ad. We’ve come a long way baby indeed. Say hello to “inbound marketing”.

In the Mad Men, Bewitched inspired past, newspaper ads were king. TV was still quite new and a daily subscription to your local newspaper was a given in most households.

Then enter the power of the box. Must-see TV and the flood of cable channels took us from the 3 big networks to a channel for every preference: cartoons, home improvement, movies. Did you tune in to watch the Super Bowl or the Super Bowl TV Commercials

Most advertisements cast a wide net and scream out to the masses, “Buy This! You Need This!” Selling blind to anyone who might be watching, cold calling to any phone number (22 million on the no-call list*), junk mailing to any address (44% is never opened*). Bombarding your senses with things you had no interest in.

Welcome to 2015, people watch TV via Netflix or DVR (86% skip the commercials*), read their news online, get their mail via email, and text their friends instead of calling them. Few people still have a “land line” but go mobile-only. Most users check Facebook on their phone several times a day and when they sit down in a restaurant, quickly look for a discount if they “check-in” online.

How do we talk to people who aren’t seeing the main streams of advertising anymore? We bring them to us. We market IN-bound instead of OUT-bound. Don’t interrupt people, attract them. [Tweet “We bring them to us. We market IN-bound instead of OUT-bound. Don’t interrupt people, attract them.”]

Turn your website into a magnet. Create content, optimize it for search engines, and share it on social media. Then engage your prospects with landing pages, calls to action, personalized email, and a personalized website. That’s how you market to humans. That’s inbound marketing.

In a nutshell, there are three steps in turning strangers into customers:

Create blog posts, ebooks, videos, and other content that answers questions your prospects are asking. Optimize it for search engines and share it on social media.

Turn traffic into leads with powerful offers. Use landing pages to promote valuable material. Engage serious prospects with clear calls to action.

Help your leads become delighted customers. Collect the information they share with you so you can help them with the issues that matter most to them.

Inbound Marketing puts the emphasis on the buyer and where they are in the journey. By attracting them with the quality content you are identifying their problems and offering solutions, resulting in a much higher rate of converting that lead to a sale. Turning strangers into customers has never been easier.

* stats courtesy of Hubspot