One of the main reasons why companies take their businesses online is to get the attention of potential audiences who may eventually become clients. Breaking down our topic, marketing in simple words involves the process of an individual or organisation promoting the buying or selling of a product or service. And there are two different ways to market your business to audiences; inbound marketing and outbound marketing.
Difference Between Outbound Marketing and Inbound Marketing
Outbound marketing is also referred to as traditional marketing. This marketing method seeks to push messages out to potential customers, meaning the company initiates the conversation and sends its message out to an audience. Outbound marketing activities include trade shows, TV commercials, radio ads, seminar series, print advertisements, and cold calling. This marketing method is more costly and the Return On Investment (ROI) is much lower compared to inbound marketing.
It is the process where customers find you when they need you and is a marketing strategy where a business creates content or social media tactics that spread brand awareness and provide prospects with information about your business. It is done by creating attractive and educative content that draws potential customers to your company rather than outwardly pushing your brand. This marketing method is more subliminal, interactive, and more tailored compared to outbound marketing. Some examples are; content marketing, blogging, social media post, SEO, opt-in email marketing, and paid search advertising.
Types Of Inbound Marketing
Blog posts are unique as they attract visitors solely based on the information they are looking for. People trust written words, consequently encouraging healthy discussion and critical knowledge sharing. Companies making use of blog content over time will see an increased trust with their clients and their brand. In addition, consistent blog content increases one’s visibility. Search engines will always have something new to index.
2. Social Media
In simple words, social media are interactive technologies that enable users to create and share content or to participate in social networking. The focus is heavy on communication, community interaction, sharing, and collaboration. This means it is fundamental for a business to have a social media online presence. Some examples of social media forms include video sharing, podcasts, photo sharing, and instant messaging. And there are several amazing platforms to choose from such as Facebook, Instagram, Tiktok, LinkedIn, Twitter, Youtube, and more. Select the ones that best fit your business purpose.
Businesses and organisations that use video get 66% more qualified leads than those that don’t. Video creation is one of the most important marketing strategies for the 21st century. It allows you to spread a message fast, making it accessible to large audiences on a global scale. These videos can come in the form of webinars, courses, live streaming, and stories. You should find a method that aligns best with your company.
E-books have proven to be an influential tool for marketing channels. Customers are given valuable information in exchange for their contact details and demographics (age group, geographical location, and more). Most importantly, it helps a brand build its credibility above its competition.
5. Search Engine Optimisation
Another type of Inbound marketing is SEO, it involves applying a series of techniques to web design and content to improve a website’s position in search engines. It is advantageous in marketing because it helps attract qualified traffic to your website. SEO aims to make your business website appear at the top of the search results to attract more visitors and increase conversions.
The Difference Between Inbound Marketing and Content Marketing
Inbound marketing refers to the overarching marketing strategy that draws in qualified leads, it’s aimed at reaching out to specific buyer personas. While content marketing is a form of marketing that focuses on a broad target audience. It is one of the most important tactics that lays the framework for the larger strategy as a whole.
Under the inbound program, you’ll find content marketing working alongside website optimization, SEO, email marketing, lead nurturing, analytics, social media, running ads, and monitoring of online reputation, which are not included in content marketing.
Content marketing placed its focus on specific methods of creation and distribution of content across multiple channels. This is different from inbound marketing, which focuses on building a website and its content, targeted to encourage readers to act (buy a product or complete a form).
How Inbound Marketing Can Help Grow your Business
Inbound services allow you to target customers at every stage of the buyer’s journey from the awareness stage to consideration up to the final decision stage. One way of encouraging prospects to visit your website and share their information with you is by creating useful content for every stage of the customer’s journey.
Attracts Quality Traffic and Leads
It’s about drawing the right kind of leads and traffic to your site and not just about creating brand awareness. With this type of marketing, you can nurture leads with useful content and leverage various channels to achieve that. And with a more targeted and informed approach, you will be able to attract leads who are more likely to be interested in your products or services.
Inbound marketing is Long-Term
It’s sustainable compared to outbound marketing promotional campaigns that only last for a short period. And when something is intended to last for a long time, it will take some time to set the foundation, it is built gradually.
It is Inexpensive
Inbound services are cost-efficient, unlike other promotional and expensive advertising strategies. Inbound marketing makes it easier for you to connect with members of your target market and not promoting to the masses streamlines your marketing process, saving you time and money.
Creates Trust and Credibility
When potential clients trust your product or services, you are guaranteed repeat purchases and recommendations. This happens when you empower customers to do their research and find you organically rather than just a billboard screaming “Buy this now!”. To gain audiences’ trust, write quality content that is centred around their needs and problems. It will improve your brand reputation and cause the audiences to view your business as a credible source of information.
Inbound is Measurable
When it comes to measuring the success of your efforts, CRM is the essential form of marketing tool you need. The CRM is the hub of your campaigns that records things like; how your content is performing, where your revenue is coming from, which landing pages or forms are getting conversions, and records all communications between your team and your leads. With inbound marketing, it is easier to measure and see the progress of your marketing efforts.
Putting into consideration all these tips to your business strategy will help drive traffic to your site and eventually boost your sales. Once you implement your inbound strategy you can keep improving and customizing it as per the needs of your audience. Because it is a great way to build connections with your potential customers and also help your business grow.