As marketers, we all want to generate more leads. However, there are so many different tactics for generating leads it can be hard to know where to begin. You may have heard about inbound and outbound marketing tactics: so...what are they? How are they different? And which tactic works better online?
The difference between inbound marketing and outbound marketing is who initiates the conversation. In inbound marketing, customers begin the conversation, typically by finding a company's content online. In outbound marketing, a company begins the conversation, typically by sending out mailers.
Inbound marketing is customer-oriented and customer-driven. Simply put, inbound marketing starts with valuable content that your target audience wants, instead of just advertising your services. In a traditional marketing model, you would simply “spread the word” about your business through print or online ads. With inbound marketing, you instead focus on providing valuable information or items your customers can use. For example, you might start with an ebook, a quiz, a checklist or a blog that your ideal customer might find useful. You dangle that content offer to get nibbles in exchange for a form fill or phone call, and then follow-up with more direct advertising.
The key takeaway is that inbound marketing is customer-centered. They find you, you don't find them.
Outbound marketing is also the traditional marketing model. You start with your value propositions and try and get it in front of as many people as possible. This often includes offline marketing, such as direct mailers, billboards, events and telemarketing. However, outbound marketing is also a mindset. Instead of focusing on your customers' needs like inbound marketing does, outbound marketing tends to focus on your company's strengths.
The key takeaway is that outbound marketing is company-oriented. You find your customers, they don't find you.
You can start your inbound marketing journey at any time. We have an entire guide on how to do inbound marketing you can follow, but at a glance here are the key steps:
Both inbound and outbound marketing are ways of promoting your brand. However, when it comes to connecting to your customers online, inbound marketing is the proven strategy. 53% of marketers say inbound marketing has given them higher ROI, as compared to only 18% who say outbound marketing has given them higher ROI (source). Ready to get started with inbound marketing?
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BizzyWeb is a Minneapolis-based digital marketing and web design agency that helps companies get the high-quality leads they need to grow and thrive. Our tactics include inbound marketing, SEO, advertising, web design, content creation and sales automation. We are an accredited HubSpot Platinum Partner and we offer full-service HubSpot onboarding, enablement and strategy for new and current users.