Inbound vs Outbound
This form of marketing has been around for hundreds of years where companies push messages out to potential customers, for example advertising, telemarketing email and direct mail campaigns.
If we are all being honest, most of us dislike adverts and annoying pop up boxes when we are reviewing websites. Furthermore how many of us now record TV programs so that we can fast forward through the adverts?
In summary, all of these outbound sales strategies convert into sales at a much lower rate than inbound marketing strategies as they push information out far and wide in the hope that they will discover their needles in a haystack.
Inbound marketing is the process of attracting potential customers to your, often before they are ready to make a purchase.
An inbound marketing strategy utilises many forms of pull marketing to create brand awareness to attract and engage new customers.
This includes a wide range of informative content via social media articles, blogs, short bite-sized videos, website content and search engine optimisation (SEO).
This method of marketing is attractive not interuptive as demonstrated by the following stats provided by Marketo.
|Aquisition Channel||Conversion Rate|
Source | Marketo Stats
Great quality informative content is a core fundamental of any marketing activity and when produced correctly it will engage and excite prospective new customers, reach new audiences and provide insightful information.
The content you create must relate specifically to your target audience but, fundamentally, it has to be well written, trustworthy, interesting and relevant to them.
The most important thing to consider is which social media platforms your target audience may use the most. For example if you are a domestic plumber or electrician, Facebook and Instagram would be ideal.
With so much information at your finger tips, peoples attention span is getting shorter as social media dominates the world with visual experiences.
Short bite-sized videos give you the opportunity to grab attention with relatable videos that get to the point, without the overhead of creating more in-depth content.
Search engine optimisation (SEO) is extremely important as it will increase your visability in the search rankings and drive traffic organically to your website.
You should ensure your website content has keywords; images are optimised for different devices; backlinks are included from other websites and each page uses clear title tags and meta descriptions.