**How does your business generate leads? Do you actively seek out your customers, or do you let them find you organically?**
The Internet has changed the way consumers shop, so has ultimately meant the way you reach out to these customers has to evolve too. Your customers are no longer relying on cold calls, television adverts, and billboards to inform them about products. If they want something, they’re turning to the ‘Net to get it.
These two marketing techniques are known as outbound marketing – radio, TV, billboard, and other methods that seek out customers – and inbound marketing – where your customers organically find you.
In this guide we will: outline the differences between inbound and outbound marketing; look at why traditional, outbound marketing is declining; and how you can utilise both methods to form a concrete, cost-effective marketing mix:
Inbound vs. Outbound – What’s the difference?
Sometimes known as push and pull marketing, outbound and inbound marketing techniques vary considerably and have different aims:
**Outbound/Push Marketing**
**Inbound/Pull Marketing**
– Communication is only one-way
– Uses methods that *pushes *products or services on customers
– Seeks out a blanket audience using methods such as TV, radio and billboard advertising
– Marketer provides little or no additional value, and doesn’t actively seek to educate or entertain the audience
– Communication is interactive and two-way
– Relies on *pulling* consumers towards products or services by earning their interest
– Customers come to you via search engines, social media and referrals
– Marketer actively seeks to provide additional values, and goes out of their way to educate or entertain
In brief; outbound marketing focuses on pushing your products and services out to a blanket audience. Inbound on the other hand, sees your customers come to you thanks to powerful digital marketing techniques.
Which do you think is most effective for business?
As consumers are flocking to the Internet to do everything from their weekly shop to connect with friends; the online marketing industry needs to evolve. Traditional outbound marketing methods are losing their efficacy as consumers are turned off by intrusive marketing.
Many businesses are finding that the less invasive and more consumer driven inbound methods are gaining traction and becoming a much more powerful marketing technique.
The rise of inbound marketing
(image: https://www.superdream.co.uk/wp-content/uploads/2013/04/shutterstock_109980299.jpg alt: inbound marketing)
Consumers’ buying habits are changing and this has led to an evolution in marketing. Consumers are now much more savvy and demand better service at competitive prices. Comparing you to the competition is now only a click away. In addition, modern consumers are bombarded with advertising that they simply do not trust.
This means that your customers are now increasingly likely to seek you out themselves; using recommendations and referrals to help shape their decisions.
Should you totally abandon outbound marketing? Of course not. An integrated marketing plan that incorporates a number of different methods is best for most businesses. When you implement a solid and robust campaign, you can generate real results. For more tips and guidance on generating the best ROI from more traditional marketing, check out the following blog posts:
– (link: https://www.superdream.co.uk/25-top-tips-for-exhibiting/ text: 25 Top Tips for Exhibiting)
– (link: https://www.superdream.co.uk/through-the-radio-waves/ text: Through the Radio Waves)
– (link: https://www.superdream.co.uk/how-to-get-direct-mail-working/ text: How to Get Direct Mail Working)
– (link: https://www.superdream.co.uk/get-on-the-bus-bus-back-advertising/ text: Get on the Bus – Bus Back Advertising)
Making the most of inbound marketing
As we have discussed, inbound marketing focuses on getting found by customers; not you finding them. In a sense, you have to ‘earn’ your way in as opposed to forcing it with outbound methods.
So why should you be using these inbound methods? And what are the most effective?
Inbound or pull marketing methods include (link: https://www.superdream.co.uk/creative/copywriting-content-marketing/ text: content marketing), (link: https://www.superdream.co.uk/digital/social-media-marketing/ text: social media) and (link: https://www.superdream.co.uk/digital/search-engine-optimisation-seo/ text: search engine optimisation). Each of these techniques works by organically attracting customers as they search the Internet for a product or service.
‘Content marketing’ encompasses so many different areas, and is one of the most effective – both in terms of cost and lead generation – inbound marketing methods. By creating and distributing a variety of content, customers are much more likely to find you.
For more tips on this method, check out our (link: https://www.superdream.co.uk/content-marketing-plan/ text: content marketing plan).
But inbound marketing is about more that simply using these methods separately. To really attract your target audience, you need to combine your efforts across multiple platforms. If you’ve spent a lot of time (link: https://www.superdream.co.uk/writing-quality-content/ text: creating killer content), you want to increase your reach and get found by as many consumers as possible.
By sharing your content on social media sites, you can widen your audience base. The more interesting, educational, and interesting your content; the more likely it is to be shared. And the more shared a piece of content is, the more prospects you can reach out too.
More than this, inbound marketing should lead to organic linking and syndication.
If your content is good enough, it will be linked to by other bloggers and all across the Internet. Not only does this increase your reach and visibility to customers; it can significantly improve your website’s visibility in the search engines. Inbound marketing helps generate a buzz around your company, attract referral traffic, and boost your sales.
Can inbound and outbound work together?
The simple answer to this is, “yes”.
By strategically planning and integrating your campaigns, you can both push and pull clients to your business. Of course, marketing in 2013 is all about being found organically; but a few of the more traditional marketing methods can help.
As a marketing agency that specialises in both of these methods; Superdream can help you shout about your brand from the rooftops, and help your customers find you. Why not (link: https://www.superdream.co.uk/contact/ text: send us a message) today, and we’ll show you how it’s done?