Inbound Marketing vs Outbound Marketing

We are constantly bombarded in all directions by what is “in” business. It’s hard to keep up with what’s new, much less the correct terminology. This warrants a quick in / out of Marketing 101.

OUTBOUND MARKETING

Outbound Marketing is known as the “old way of doing things, including the use of billboards, television commercials, telemarketing, sales people, direct mail, radio shows, print advertisements. It is not a completely irrelevant marketing strategy, but it depends on what type of business you are in. Even larger businesses are seduced by the lure of television.

New digital friendly social media ads “are popping up.” You will know what we mean when we remind you of all the annoying advertisements that get in the way when you read or view what you want online. If you are ignoring them by clicking and closing the window, this is how others do it too.

However, many small businesses cannot afford billboards and television reports. However, they can afford a one-time magazine ad in a local publication or direct mail piece. The latter are very ineffective and are mostly unread and thrown in the trash, as around 44% of all direct mail and postings are thrown away, especially during the holidays. As a result these small outbound marketing strategies are more accessible and end up costing you more in the short term and with nothing to show for it. Keep in mind that this type of marketing requires repeated connections, repeating is apparently very expensive.

And if you are successful, someone remembers your name but they don’t know anything about you. There is no customer relationship fostered and nothing guarantees that someone offered to use your service over another. And this is where inbound marketing really comes in …

INBOUND MARKETING

Inbound Marketing encompasses email marketing, blogging, social media, link building, free magazine articles that serve the interests of the reader, podcasts and videos… digital content serves the community and drives the conversation. Inbound marketing strategies are the way to lead to viral marketing campaigns that will turn heads! And you attract attention “natural”, as opposed to overhangs “in the face”, a method that in our age is driven by the community that tends to disable a lot of consumers by being too consumer oriented. Inbound marketing is best if you are a small business or have a budget crisis, and especially if you want to establish yourself as an authority on the ground.

It is also a great tool for larger companies on a more flexible budget. Inbound marketing can be used to test a new product or service as a way to experiment before deciding to move on. You can even decide which select aspects of your business will exclusively be marketing through input methods. This type of marketing also requires that you really understand your target audience. Understanding people has a lot to do with why inbound marketing has really gained traction, especially in the advent of a rise in digital social media platforms. People want to be courted, they want to be understood, and they want to be called.

Inbound marketing is a slow train, but you get more passengers along to get you on the run. It takes time and dedication, so if you are not a patient entrepreneur and need results quickly then pack your pockets and consider employing some exit strategies as well.

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