Internet Marketing

Have you ever wondered what the difference is between inbound and outbound marketing? With a quick glimpse it seems like they’re both playing parts in making sure a product, business, or service is promoted effectively to the rest of the world.

However, even if you’re not enrolled in an intense business and marketing course, it’s important to know the difference between the two to better understand how marketing is being used today in our tech-driven industry. If you’re trying to expand the overall audience for your business website, find new streams of customers and grow your business, you’re going to have to invest in some effective yet cost savvy campaigns for promoting your brand.

We’ll walk through the basics of traditional marketing and online marketing as well how to paint a well-rounded picture of how the field has drastically evolved over the past few years.

Never underestimate the power of Internet Marketing!
Never underestimate the power of Internet Marketing!

What Is Outbound Marketing?

The more traditional side of promotions covers what outbound marketing does for a business. Outbound marketingtypically includes promotions in trade shows, being featured in seminar series, email lists with weekly discounts, cold calls from door to door, product commercials on TV, and billboards or other ads placed in public.

With these platforms, marketers are pushing their main message “outbound” and aren’t honing in on a specific niche as much as most digital efforts seen today. Many advertising and marketing experts believe that these methods aren’t as effective as before since we’re more tied to the social media and mobile media space than ever before. It costs several more dollars to invest in one customer with outbound tactics than inbound with the online tools that are now available.

For example, a large supplement company is typically pouring more money into sponsoring advertisements on Instagram, Facebook, and Snapchat these days to reach a more specific audience than hosting a grand show in Las Vegas featuring talks from their CEO. With the analytics and flexibility provided by ads through social media, companies can filter through the millions of people who use it to find customers who are already likely to be interested in their product or service.

What is Inbound Marketing?

Thanks to technology, the way people absorb information and marketing efforts has massively transformed. Introducing the age of inbound marketing, driven by the Internet and social media booming across all ages of people. Instead of marketing to a needle in a haystack, inbound marketing uses a more engaging direction of promotion.

Customers are smarter today because they have the tools to skip through annoying ads, block certain pop ups, and install software that eradicates them completely from their phones or computers.

To provide a better picture of how our digital world operates today, take in the fact that nearly 44% of all postage mail is never opened anymore. People are choosing to get paperless statements, digital reminders, or stick to following accounts on social media to keep up with their favorite brands.

Meanwhile, the old school method of posting giant billboards are even less effective now. Not only is it a huge expense, but people are paying more attention to their phones and incoming notifications than what is posted up on the side of the highway. With those changes in mind, many businesses are now being “found” by people already into topics in the industry and are shopping around for options.

In order to make inbound marketing possible, businesses need to organize their website as “hub” that will organically attract visitors via search engines like Google, online blogging, and social media platforms being used by the masses today.  In fact, most marketers today are estimated to be spending nearly 90% of their financial resources on outbound marketing instead of focusing on a promising group of customers through inbound or internet marketing.

In order to have successful inbound marketing, companies can look into using a variety of methods to get noticed.

A notable strategy is search engine optimization or SEO which makes a website more attractive and ranked higher on the list of results posted on popular search engines. Whether it’s using keywords, linking to related content on the web, or having a site that works seamlessly, it drastically helps a page to be seen by thousands of more people.

Along with SEO, posting content that offers highly valuable information about a problem a customer is experiencing greatly helps. The point to remember is that the businesses must be positioned as an honest, reliable, and confident expert through professionally made pictures, videos, or even interviews.

After hooking a customer’s interest, a business can look into creating Ebooks or hosting live webinars that offers more helpful information to collect email addresses from customers who engage with it. This information can then be used for a call-to-action that involves a landing page attracting visitors to take part in a discount or referral program.

Most importantly, inbound marketing wouldn’t be complete without using social media to connect with users and promote interesting content on a more personal level. The possibility for customers to message directly or for content to go viral is promising for a brand to grow much more quickly.

Inbound marketing serves as a hub to attract customers.
Inbound marketing serves as a hub to attract customers.

Using Both For Success

While inbound marketing and outbound marketing operate quite differently, it’s quite possible to integrate both in a business plan for successful growth. While manybusinesses around the world are gravitating more and more toward inbound marketing, it’s still advised toallow some outbound efforts to remainat the top of a customer’s  mind. If you’re in charge of curating your own marketing campaign, make sure to do your research on the back end of who your customers are and what platforms they are likely to be most active on.

From there, form your advertisements and content around their daily habits and what messages speak most to what they are interested in. There’s no harm in doing a little extra work to gain a valuable pay off in the long run!





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