There are two basic types of marketing – inbound and outbound. The focus of each is different and involves different techniques. Generally speaking, outbound marketing involves getting your marketing message to the largest number of people possible through advertising, cold calling, direct mail, and other aggressive techniques. When you do inbound marketing, your message is more subtle. You attract people to your site who come because of a common interest or a desire to learn more. Today’s marketers prefer inbound rather than outbound marketing for a number of reasons.
The Price of Inbound vs. Outbound
Outbound marketing can be expensive. It often involves printing and mailing materials or spreading your message through television, radio or other media. Inbound marketing is cheap or free and anyone can do it. You create your website and it attracts prospects for you.
People Tune-Out Outbound Marketing
Inbound marketing is more natural. You put your message in front of your target market and they are compelled by their own curiosity and interest to see what you have to offer.
No More Cold Calls
With inbound marketing, you provide valuable content that helps people and they come to you. It is not “selling” in the traditional sense, so it is more appealing to those who hate the image of the pushy salesman and feel uncomfortable cold calling and forcing their message.
To use inbound marketing effectively, it is important that you have a strategy in place. A simple way of thinking about your strategy is to think of your marketing like a funnel. The goal of inbound marketing is to bring you leads. You will want to set up a funnel that walks a prospect through the three phases of your leads funnel.
- Get Found: Drive traffic to your website
- Convert – Turn traffic into revenue
- Analyze – Measure your results
Phase 1: Get Found: Drive Traffic to Your Site
- Blogs, articles
- Social media
- Search engine optimization
Phase II: Convert – Turn Traffic Into Revenue
- Build a leads list
- Email marketing
- Lead nurturing
Phase III: Analyze – Measure Your Results
- Google analytics
- Marketing software such as Hubspot
- Analyze and improve the process