Inbound vs Outbound Marketing
The entire point of marketing, inbound or outbound, is to convince a potential customer to engage with your business. Old school marketing is almost entirely outbound – cold calls, paid advertisements, that sort of thing. Before the internet, that was all you could do. “Inbound marketing” might as well have been a euphemism for a friendly poster in the waiting room.
Not anymore. Now, inbound is king.
Why Inbound Marketing?
One word: Engagement.
People rely almost entirely on the internet to find services that they need, and are increasingly apt to do their shopping there too. They discover new businesses through search engines, and they expect to find the information that they want (pricing, services, contact information, etc) easily. It’s not uncommon to have a dozen tabs open, each on a competing business’s site while shopping around. Sure, they may see your website, but what’s going to keep them there and convert them from shopper to client? What’s going to draw them to your site in the first place?
What is it?
Inbound marketing strategies focus on funneling potential clients to your site by providing them useful and enticing content. Social media posts, active and informative blogs, and search engine optimization are key strategies for attracting attention and giving potential customers a reason to stay on your website. The more time they spend on your site, the better your chances of landing a new customer.
It’s a Lasting Investment
Outbound marketing is ephemeral; after a commercial airs or a cold call ends, that time, money, and effort is gone, whether or not it generated any leads. In comparison, inbound marketing lasts for ages. A single blog post will stay on your site as long as you want it to, and it will continue to bring in leads as long as it appears in search results or gets linked to in discussions online. Time and money spent on inbound marketing will continue to pay dividends long after it’s been spent.
Inbound and Outbound Marketing Complement Each Other >
Inbound and outbound aren't an either-or game. People want and expect informative content from your website, but they have to find out you exist somehow. Sitting on top of search engine results is surely effective, but even then you’re still just getting the people actively searching for what you do. By combining outbound and inbound marketing strategies, you can reach an even larger market.