The epic battle in the marketing world today is the battle between outbound marketing and inbound marketing. Outbound marketing is more traditional. It’s all about talking AT your potential and existing audience with ads on why they should buy your products and services. This is exemplified through commercial tv ads, email blasts, online banner ads or sales phone calls.
However, inbound marketing is all about talking WITH your potential and existing audience by building trust, adding value, and nurturing them through education while solving their needs with your content and ultimately with your products and services.
Because everyone is vying for attention online, your marketing focus should be about engaging with your audience organically — not buying, bugging or annoyingly barging your way into people’s lives. As honestly said by Jeff Rosenblum of Questus, outbound marketing “is inherently obfuscated, duplicitous and full of shit.”
With that said, if you’re not implementing inbound marketing into your business, here are the three reasons why inbound marketing knocks outbound marketing right out of the marketing arena through putting your brand into your audience’s hands.
As said before, outbound marketing is like the Kool Aid man of marketing campaigns. It busts through customers’ walls in order to shove an ad about a product or service into their faces.
With inbound marketing, it’s a lot less intrusive.
Inbound marketing is like a theme park. You attract visitors with your content, i.e., rides and other attractions. You nurture them through the sales funnel with content pertaining to their needs, i.e., funnel cakes and popcorn. And then you delight them after they purchased from you, i.e., free pictures with characters and experiencing moments that will last a lifetime.
But in order to create those experiences, you have to attract your audience. Attraction is very important especially since 8 out of 10 people identify themselves as blog readers, and 23% of all time spent online is spent on social media sites.
Blogging lets people know what your business is all about. Also, if your business does not already have a blog, Google is constantly looking for new and fresh content. The more you blog, the more likely your site will rank highly on the search engines. Especially if you have a small business or low-brand visibility, using a blog will definitely attract the brand visibility that you need.
You can’t just stop at attracting your audience. You have to engage with them too. Think of this analogy. Outbound marketing is like a parent waving a toy in a baby’s face. The baby may be attracted to the toy for awhile, but that won’t last long. And soon, that baby is going to start crying again for more. That’s where inbound marketing comes in.
As said before, inbound marketing is about talking with your audience — not at your audience. It’s more about engagement through nurtured interactions instead of just attracting them for a short amount of time. For example, a great way to showcase your blog posts and other content offers, i.e., free webinars or eBooks is to share them on social media.
However, it’s one thing to just post content. It’s another thing to actually be engaging with your audience. For example, in the social media landscape, if you’re not responding to your followers immediately or if you’re providing them with an inhuman or robotic experience, this will impact your brand identity and visibility in a negative way. So if you are distributing your content just for people to potentially see it and like it, you also have to take the extra step and engage with them. Meaning, if someone retweets or mentions you, thank them for it. If someone has a question online pertaining to your industry and knowledge, answer them.
These small engagements are what influence 75% of buyers to use social media in the purchase process. Because with that initial engagement, you are building trust and adding value into their overall buyer experience.
Now that we’re generating an audience to your site through your blog and social media, what are you going to do with all that great traffic? If converting these visitors into leads is your answer, then you’d be correct. But how? With lead nurturing, it ensures that you're attracting the right people and nurturing them along the sales funnel that is relevant to their needs and desires. Focusing on your audience’s needs in relation to your industry’s knowledge is ensuring that you’re nurturing your whole sales funnel from the beginning of the buyer’s journey till even after the sale. Addressing their needs through email campaigns like lead nurturing workflows using marketing automation to manage communications based on your prospects’ engagement with your content —providing your audience with a great sales experience.
Bonus reason: It’s worth repeating!In addition to the above reasons, inbound marketing yields 3 times more leads per dollar than traditional methods. So why waste money with tired marketing tactics? Save money and knockout outbound tactics in your company by using inbound marketing for your future marketing efforts.
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