If you’re new to this blog, then you need a quick and clear definition of inbound and outbound marketing. Before we dive into the merits of either, let’s first define what inbound marketing is.
Traditional marketing is done through an outbound campaign, which involves sending out marketing messages to potential customers. An inbound strategy is a more effective method of attracting and retaining customers by developing valuable content that is tailored to their needs.
Here’s the more detailed version.
What Is Outbound Marketing?
You probably already do outbound marketing. It’s a type of advertising that involves using various mediums such as television, radio, billboards, and print publications. Some examples of outbound marketing include: direct mail campaigns, promotional emails, and billboards. The debate about whether or not PPC is inbound or outbound is still very much in its infancy.
What Is Inbound Marketing?
Unlike traditional marketing, inbound marketing focuses on creating content that will make your customers more likely to come to you. This method is often more effective than traditional methods.
This method of marketing is usually carried out through the internet. It focuses on identifying potential customers who are already looking for solutions to a particular problem.
Inbound Vs Outbound marketing: Which Is Better?
For this example:
You’re a wedding photographer who wants to get the word out about your services. If you’re doing outbound marketing, you might go out and give out flyers on the street. Some of the people who see your flyer might be planning a trip to your studio, or they might know someone who is. You might also try to get some calls from people who are interested in receiving your services.
Before Google became known for its endless search results, it was a successful way to market. Unfortunately, due to the rise of digital advertising, it is now harder and more challenging to earn the attention of potential customers.
- Radio is dying
- Most people stream their TV shows
- Everyone is so busy staring at their phones that even posters and billboards are less looked at.
- Almost all email providers have aggressive spam filters
- Some people have PPC ad blockers on their browsers
- You’re probably one of the most amazing outbound marketers in the world, but unfortunately, you still have a hard time getting the leads that you need and the ROI that you know you can achieve.
This isn’t to say that outbound marketing doesn’t work, because it does.
Despite the success of outbound marketing, it’s still incredibly hard to get the leads that you need and the return on your investment. Due to the increasing number of KPI-focused reports, it’s more difficult for companies to evaluate the effectiveness of their outbound marketing efforts.
You should be complimenting your outbound efforts with inbound marketing.
What are inbound marketing channels?
One of the most important factors that you should consider when it comes to developing and implementing an inbound marketing strategy is the content that you create. This includes blog posts, landing pages, and website content.
Aside from the usual content marketing channels, such as blog posts and podcasts, you can also use other forms of content such as social media, video, and email marketing. Even some PPC can also be considered inbound marketing if it’s focused on value-add.
An inbound marketing channel is a platform that enables you to create engaging and relevant content that will help your prospects find you.
In inbound marketing, the goal is to educate people about your product or service and then convince them that it will solve their problems. Then, watch them come to you and tell their friends about how great you are.
How To Implement Inbound Marketing?
In the earlier example, the inbound methodology would be used by the wedding photographer to come up with content ideas that would be useful to their potential clients. They would then think about the various problems that their potential customers might have and how they could fix them.
They then planned their content. Instead of just estimating what they’d look for in Google, they would use tools like Moz or Semrush to analyse the search volume for specific keywords.
They would then create a blog that is filled with interesting content that they could add to their own work. They could also give their potential customers a free call to discuss their ideas.
After the call, the prospect would leave with a lot of useful ideas and a feeling that they had a really helpful conversation. This is how you build up a better relationship with your customers.
The goal of inbound marketing is to create conversations that are both human and helpful. It involves being able to contextualise conversations and letting them do the hard work for you.
Benefits Of Inbound Marketing
If you are still not full convinced, here are the top 5 benefits of inbound marketing:
1. It’s easier to demonstrate ROI
With inbound marketing, you spend more time and money on activities that are relevant to your audience. With tools like HubSpot, you can easily track where your leads come from and what’s working for you. This eliminates the need for manual entries and helps you see where your leads are going.
2. It costs less
According to a study conducted by HubSpot, inbound leads cost less than outbound leads. They found that the rewards are worth it even though it can take longer to pay off.
3. It develops brand identity and builds trust
Instead of asking for something from your potential customers, inbound marketing focuses on providing valuable content that will help them see you as a trustworthy and helpful individual.
4. It’s sustainable
By creating content that is both informative and entertaining, you can build long-term growth. This strategy can help keep your budget balanced and allow you to spend less on ad space.
5. It generates warmer leads
Your leads will be more relevant to you because they’re already pre-qualified. This eliminates the need for sales people to go through all of your leads.
So there you go! If you want to start implementing inbound marketing for your business – get in touch on Liam@breezedevelopment.co.uk.