Creating and implementing a solid marketing strategy can be daunting, time consuming, and full of opinions from different departments and leadership positions. Most marketers are looking for efficient ways to fill their sales funnel and generate lead. Typically, they are using an outbound marketing method. However, with the rise of technology and the internet, inbound marketing is the forward thinking way to go. But, what is the difference between outbound and inbound?
This is considered to be the traditional method of marketing by reaching directly to potential customers. Outbound includes trade shows, email blasts to purchased lists, internal cold calling, outsourced telemarketing, and advertising. The idea behind outbound marketing is to get your message out to a wide audience and hope that it resonates with some of them. Overall, it is becoming less effective.
The average person is flooded with over 2,000 outbound marketing interruptions per day. They also have the ability to block phone numbers with Caller ID, block email addresses with spam, and are subscribing to ad-free services like Netflix, Spotify, and Sirius XM. Not only that, more people are doing research online for products and services instead of flying out to a trade show or seminar.
Inbound marketing does the opposite. It is a technique that allows you to “be found” by potential customers. Inbound Campaigns have three key components:
• Content – Content creation is the core of Inbound Marketing. Creating useful content can help generate higher quality leads and can help retain current customers. For example, you can have a blog with content that talks about the solutions your product/service has to offer that people can subscribe too.
• Search Engine Optimization (SEO) – By optimizing your website pages and blog posts with keywords, it will be easier for potential customers to find your website. The idea is to maximize your search presence.
• Social Media – Utilizing social media helps spread your content to audiences you may not have captured via a direct search. This also helps spread your content to a wider audience as people share content that can be helpful to others.
As technology advances, Inbound is the most efficient way of allocating your resources. Inbound Marketing helps in reducing overall costs and more focused prospect targeting. Inbound is definitely an investment, but worth the cost that will give you better, more cost efficient results, compared to outbound.