Marketing has been a key part of business success pretty much since the human race began. We all know that if nobody knows about something, then it might as well never have existed. (Remember the concept of screaming in the woods? If no one heard it, did it actually even occur?)
Marketing has of course developed over the years as online technology and consumer demand has changed and evolved. And, while there is no one fixed solution to marketing success, new techniques have emerged to meet the changing times.
In this blog we look at the differences between inbound and outbound marketing and the pluses and minuses of each strategy, in order to help you decide which approach is right for you.
What is outbound marketing?
Let’s start with the more traditional form of marketing – outbound marketing. This is the method whereby you push your message out to potential customers in order to increase their awareness of what you do and ultimately buy into it.
Well known methods of outbound marketing might include cold calling, leaflet distribution, taking a stand at a trade show, or email marketing. The idea is that by casting your net far and wide, there’s more chance of catching plenty of fish. But, it can be a risky and costly process and the ones that get away often far outweigh the ones which you catch.
These days, thousands of outbound marketing materials are thrown at consumers on a daily basis, so much so that it has become increasingly hard to be seen – especially with people using more and more clever ways to block out unwanted intrusions.
Over time, another form of marketing has come to the fore – inbound marketing. The concept of bringing the person who needs your product or service to you, instead of you going to them.
The benefits of inbound marketing
With most people looking online for what they need these days, having an online presence is key for any business looking to succeed. But, in a hugely saturated market, it’s not enough to just be there showcasing your products. You have to work out how to bring those customers to your door and not to one of your competitors.
To do this, careful analysis of your target audiences and their customer journeys is key. You need to identify what it is they’re looking for, where they are looking for it and whether they’ve had any problems along the way. You can then be there when they are looking for something in particular and offer the solution which best fits their needs.
Another method of inbound marketing is to create a useful source of information which will bring interested parties to your website. By offering this useful and relevant service, search engines such as Google will rate you higher. If you can be seen to be of value, by answering the specific questions which people are asking online, through a website which is clear and simple to use, it’s this way that you will bring your target audience inbound.
Get details about the ways inbound marketing can work for you
It’s easy to see why this relatively modern method of marketing is achieving so many positive results in the modern age, but sadly a high percentage of businesses and other organisations are still unaware about what inbound marketing is and the benefits it can bring.
If you would like to get ahead of the game and tailor your marketing campaigns for modern day success then we can help. Get in touch with a member of our team today for more details.
