Most businesses are familiar with the concept of marketing – you pay for advertisements, promotions, or try to get press coverage, so people know about your product or service. But what if there was a way to inspire interest in your ideal customer more naturally and organically without bombarding them with forced advertisements and promotions? These enforced broadcasts sum up the difference between outbound and inbound marketing, but here we look in more detail at the differences between these two marketing techniques and how they can benefit your business.
What Is Outbound Marketing?
Outbound marketing is another name used for traditional advertising practices such as television, radio and print advertising, telemarketing, direct mail, and promotions/events. The basic principle that outbound marketing operates on is that the more exposed you are or when you hear about something, the more you want it.
However, we are now more aware that this is simply not the case. Customers are just not responding to traditional, interruptive advertising anymore and the fact is we already know all the tricks and are simply over it.
Research and experience have revealed the following about outbound marketing:
- It’s interruptive. Television ads, door-to-door sales associates, and internet pop-ups interrupt the normal flow of your life to talk about their product. In most cases, this creates annoyance and customers are not receptive to hearing about the product.
- Modern technology allows viewers to skip or mute television and radio ads – an option that users pay good money to employ.
- Print advertising is becoming more irrelevant as consumers choose to receive their news online.
- Online ad popups and banners are increasingly blocked by ad-blocking software.
- 44% of direct mail is never opened.
- Do-not-call lists inhibit the effectiveness of telemarketing, and this technique has a bad reputation.
Outbound marketing is not sufficient for modern businesses anymore, but inbound techniques offer the ideal alternative.
What Is Inbound Marketing?
Inbound marketing focuses on many strategies designed to naturally draw customers in and increase their interest in your business by organically grabbing their attention with high-quality content, information, and brand exposure.
Inbound marketing focuses on using the internet as a medium to draw your ideal customers to your business. Because most customers have moved away from traditional information formats, like television and print, they are now looking online for information about products and services. In fact, research shows that over 80% of shoppers are researching products and services online before making a purchase decision. When researching, it shows how important it is to target customers while they are looking for information online.
Some of the aspects that make inbound marketing more effective include:
- The buyer’s journey assesses a customer’s needs through each phase of the sales cycle, from Attract, to Convert, Close and then Delight.
- Inbound marketing is permissive, so it attracts and informs clients when they are most open and receptive to your message.
- Inbound marketing uses high-quality content and valuable information to ‘pull’ your ideal customers in.
- Your blogs, site content, social media, and email campaigns provide actual value to customers, so they want to learn more about your business.
- Customers come to you, and there’s more of an equal two-way interaction.
- Inbound marketing occurs through primarily online channels, so it reaches more customers where they’re already looking for you.
Inbound marketing has thoroughly distinguished itself from traditional, outbound marketing to become the more valued, productive, and successful marketing technique of today, and many marketing companies now specialize in it. If you’re interested in inbound marketing for your business, contact Leads Ngin and see how we can help your business prosper.