Inbound or Outbound – what is the difference
When you think about marketing in today’s digital environment, there are really two choices. PUSH or PULL.
Let me explain. Traditional outbound marketing pushes information and offers out to potential customers using TV, radio, press, posters etc. The thinking is that if you hit enough people with your message, someone will eventually buy something from you.
Digital inbound marketing is about attracting – or pulling in – potential customers by providing them with the kind of information they need to make a buying decision and letting them drive the purchasing process.
- Broadcast radio and TV
- Newspaper and magazines
- Cold calling and call centres
- Social media advertising
- Search engine advertising
- Emails to purchased lists
- Display adverting
- Blogging, podcasts and video
- Ebooks, reviews and articles
- Earned social media
- Search engine optimisation
- Emails to opt-in lists
- Pay per click
- Referals by existing customers
Why is inbound marketing so powerful?
The simple answer is because it engages prospective customers when they are in a mood to solve a problem they have by buying a product or service.
Buyers use the internet to do research on how to solve their problem. Inbound techniques guide buyers through the buyer’s journey with information that satisfy a buyers needs for information at various stages.