Inbound vs. Outbound Marketing

What is Outbound Marketing?

Familiar Outbound Methods:

  • Yellow Pages

  • Direct Mail

  • Television

  • Billboards

  • Val-Pac

  • Classifieds

  • Trade shows

These are all Outbound practices and have been the norm of marketing over the past 50 years. 

But….these tactics are dying a slow death.  They are not totally ineffective, but many are on their way out. Why?

Just ask yourself.....

How often do you grab a Phone book to look up a number?

What do you do with all the junk mail that comes in day after day?

How do you feel about that salesman who stops in who just has to see you?

What about running ads and they don’t work?

The list above are INTERUPTIONS into people's lives. 

We don't want to be interrupted so we utilize the Internet to get the information when WE WANT it.  

Connecting to the Internet continues to get easier.   

Nearly 80% of US homes are expected to have Broadband by 2015.

By 2015, Smartphones are expected to account for 70% of all phone sales.

Outbound relies on the Push while Inbound depends on getting found.  We are more friendly to Inbound marketing because we find it on our time so it does not feel like an interruption. 

What is Inbound Marketing?

Inbound Marketing is developing a website and blog that will help your business be found when your customer is ready to contact you, on their terms.

It is a process of building an interest without push that builds a relationship through nurturing over time. 

NO Pushing or interruptions allowed here!!

The Goal: Be the industry expert by educating your website visitors with information about products or services that are relevant to their needs.

Be there when your customer is ready.

How do you do that?

1. Search Engine Optimization

On Page SEO

You will never get found if you don't use the right keywords. 

What does your customer type into Google when they are looking for your services?  You must answer that question.

How would your future customers ever find you if you don't use the words that best describe you? 

They Won't!

Off Page SEO

Google ranks links to other sites as being important.  A link is seen as a vote for your page.  The more votes you have (links) the higher the page rank.

2. Blogging

Interacting with your customers in real time. Blogs are able to be published immediately, no waiting on web coders or programers. You speak when you want to speak.

Publish interesting and engaging content that will be helpful to your target market. 

3. Social Media Participation

Utilizing your existing network, those who already know you, to get your relevant and engaging content to reach to their network. Friends who help you find friends. 

In order to make social media successful, you must participate and be helpful to your network.  Answer questions, share but never promote or you will not be respected.

Building a Website that integrates SEO, Blogging and Social Media

One of the biggest problems with developing a successful Inbound Marketing platform is the TIME. 

Trying to manage a separate website, separate blog platform, and multiple social media platforms leaves little time to actually run your business.

But now there are tools to make this much easier.  Inbound Professor is a Hubspot partner. 

Hubspot is a software platform that provides many tools to integrate SEO, Blogging and Social Media in one spot.

In order to be successful in any on line effort, even with the help of a sophisticated software program, you still need a detailed Inbound Marketing Strategy. 

Inbound Professor provides a 13 step plan for developing your Inbound Marketing Strategy.  We can do it for you or work with you and show you how...take a look and see what may work best for you.