Outbound marketing is best defined as the older and more traditional forms of marketing. Prime examples of outbound marketing include cold calling potential customers, sending unannounced emails to potential customers, direct mail advertising, other forms of print advertising, and any other form of interruptive advertising. With the efficiency of search engines like Bing and Google, inbound marketing has suddenly become the new wave of marketing. But what is inbound marketing?
Inbound marketing techniques include search engine optimization (SEO), social media marketing, and creating content or blog posts that readers find useful. When inbound marketing techniques are used collectively, they can generate conversions for the products and services your company offers. Compared to outbound marketing, inbound marketing is much more welcoming to leads and places strong emphasis on customer satisfaction. If a lead is satisfied with the information and solutions you’ve presented to them, then they’ll make a purchase without pressure. The outlook for outbound and traditional marketing, however, is not looking good.
In regards to telemarketing, more than 200 million Americans are on a do not call list. When a television commercial hits, viewers are turning to their smart phones for temporary entertainment and are ignoring commercials altogether. Web browsers now allow readers to turn off and block online advertisements. Email lists can easily be unsubscribed from. RSS feeds allow readers to get text only versions of websites without interruptions. Most print advertisements sent to mailboxes are thrown into the trash immediately. The newspaper industry may not be around 20 years from now. It’s safe to say outbound marketing is weakening but will never fully disappear. Brands are still paying millions of dollars for Super Bowl ads. In fact, we recently wrote a blog post on influencer marketing which could be considered the newest form of outbound marketing.
Inbound marketing is leading to lower costs per lead and increasing close rates for businesses. According to Forbes, inbound marketing should not be used alone. Small startups should explore ALL avenues of marketing and outreach to find out what works and what doesn’t. In fact, outbound marketing can work well when used with the content generated for inbound marketing purposes. Take, for example, Facebook advertisements. By paying money to advertise your digital business on Facebook, you’re essentially driving customers to your inbound marketing medium. Boosting individual Facebook posts can work temporarily for businesses as long as customers are prompted with a call to action to that will generate money. Facebook advertisements are much more effective than boosting individual Facebook posts, however.
Inbound marketing is much easier to measure and refine than outbound marketing with the help of tools like Google Analytics, Google Search Console and Bing Webmaster Tools. However, inbound marketing requires much more time and energy than outbound marketing. Who will write your company’s blog posts? Who will build your company’s audience on social media? Who will make updates to your company’s website and take care of the on-site SEO issues? With outbound marketing, you pay money and the medium you hired does all of the work for you.
Are you an entrepreneur or small business in Nashville, Tennessee that needs help building and implementing an effective inbound marketing strategy? John Mann SEO Consulting can help. We are a small internet marketing company in Nashville and are passionate about helping small businesses build a stronger digital presence. Our services include search engine optimization (SEO), email marketing, social media marketing, and content marketing. To schedule your free consultation, give us a call at 615-491-9819 or complete our contact form.