Marketing is an essential part of running a business, and marketing is unfortunately where many businesses flounder. Too many companies utilize old and outdated marketing strategies and they don’t know the difference between inbound vs outbound marketing or which one they should be using. This is a very important distinction and it has the potential to make a big difference in the success of a company and the power of their presence on the web.
What Is Inbound Marketing?
Inbound is a marketing methodology that draws the customers to services and products offered by a company through content marketing, social media marketing and search engine optimization. Think of inbound marketing as the new, electric bike that's popular on the roads.
Rather than going out to find the customers, which happens with outbound marketing, inbound marketing creates an environment that the customer wants to learn more about and that they are actively seeking.
Proper inbound marketing always begins with content. Having a blog, which is updated frequently with quality content is essential. This is followed by becoming active on social media. You can post unique content to social media, as well as links to the content that you post on the blog.
This is because you are going to be utilizing long-tail keywords and phrases to help improve your SEO. With good content, it becomes easier for you to find your ideal audience, as they are already looking for the type of information you are providing.
When it comes to content creation for inbound marketing, it is important to have writing skills.
You do not need to produce award-winning material with all of your posts, but you want to make sure you reduce the grammatical and spelling errors, and that you are creating content that is interesting or helpful to the readers.
The same is true if you decide to branch out to video content or podcasting. Think of the visitors who will be consuming the content and provide them with the answers to the questions they’re asking.
One of the only potential drawbacks to inbound marketing is the fact that it does take quite a bit of time. It's a journey. You have to continually create content and have your social media updated. You need to respond to people through the social sites who have questions or problems, and you need to continually monitor your marketing campaigns and adjust them when needed. Social media is your handy-dandy tool kit when it comes to inbound marketing.
What Is Outbound Marketing?
Outbound marketing is the traditional marketing methods that seek to gain customers. Picture outbound marketing as the rusty, old bike that your older brother passed down to you.
Some of the common examples of this type of marketing include purchasing lists, cold calling and telemarketing, using email blasts, and advertising through television, radio, newspapers, and similar traditional advertising avenues. These tend to be more aggressive techniques, and they have the potential to interrupt the daily flow of a person’s life. Simply put, most consumers out there do not like outbound marketing tactics.
The cost of outbound marketing tends to be substantially higher than inbound marketing.
It typically involves spending money on advertising through expensive media channels, such as television or radio, which is often out of the reach of smaller businesses. The tactics used with outbound marketing increases the cost per lead.
When it comes to skills, outbound marketers need to be capable of pushing their message and hope that it will gain an audience. They need to use more aggressive sales tactics to reach more people, as outbound marketing tends to alienate a portion of the audience. This tends to be the realm of “old-school” marketing techniques and can be viewed as pumping the customer's tires to get the sale.
That's the difference between inbound and outbound marketing. Outbound marketing tends to take up somewhat less time than inbound marketing simply due to their differing natures. With outbound marketing, it is possible to create traditional campaigns and then to launch them and let them run their course. However, one of the big drawbacks to this is the fact that it is not as flexible as inbound marketing. You can’t easily change up your advertisements without incurring a large expense. It’s hard to make changes on the fly, and if an advertising campaign doesn’t work, you have to go back to the proverbial drawing board with it.
Which Is Best and Why?
It should be easy to see that inbound marketing is the best option versus outbound marketing. It is cost effective and it can connect companies with an audience who truly has an interest in what they offer. Inbound is based on quietly helping the customer and considers their true needs and goals, while outbound is interruptive and focused on the marketer. In this day in age, consumers don't want noisy marketing. They expect to have access to the information required in order to reserach and make decisions themselves. By empowering them to do just that, you'll make a positive impression and set yourself up for long term success.
Tips for Improving Inbound Marketing
If you want to make your inbound marketing more effective, one of the first things you need to do is consider the frequency of your content creation. Google and other search engines tend to reward those who have regularly updated blogs. Those who have fresh content will find that it can help their search engine rankings. If you let your content creation languish, the rankings are likely to fall.
In addition, you need to be sure the content is easy to consume and easy to use. Give them the option of an email list, or a newsletter. If they like the content, they will likely sign up. You can then alter your marketing strategy for those who have signed up and provide them with additional content through the newsletter.
Curious to learn more about inbound marketing? Call Roketto today. Let’s chat about how we can use inbound marketing to sustainably grow your business.