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Outbound vs Inbound Marketing

04 Apr
Published by gruti
inbound outbound

In the article The power of blogging in B2B lead generation posted on the 29th of March, we discussed how a smart use of blogging can enhance the potential for lead generation. In today’s article I would like to reinforce the importance of the marketing channel that includes blog posts, that is Inbound Marketing.

If any of you read studies about marketing and social media, would know that 50% to 70% of the buying cycle is completed long before a sales person gets in touch with a prospect. You may also know that around 60% of big companies acquire new customers using social media and that 70% of those companies use social media as a formal and structured part of their marketing strategy.

These percentages lead us to a fundamental consideration: traditional marketing is quickly becoming obsolete.

What do I mean for traditional marketing? I am referring to Outbound Marketing.

This type of marketing is becoming antiquated and companies are realizing that outbound methods are a becoming a hindrance for their business and their marketing budgets.

Any business wanting to make the lead generation more effective and overall rump up their profits, will need to focus on inbound marketing. As underlined in my previous articles, relying on traditional means such as cold calling and simple e-mail blasts, is not enough anymore and companies should implement new marketing strategies. Before we said that content is still king, as well as social signals, (4-1-1 rule) to be more specific:

For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.

According to data collected by SlideShare, 81% of consumers are using web search as their top means to find products & services they intend to purchase. So focusing on inbound marketing and allocating budget for this strategy, will give those companies a competitive advantage.

Let’s analyse in more details the broad differences in methods and strategies for inbound and outbound marketing;

The strategies used in inbound focus for example on creating a memorable customer experience through social media, original content. Outbound focuses more on getting the message out, through direct marketing, television ads etcetera, no matter the quality of leads that that message would generate.

The advantage of inbound marketing is mainly content, such as blog posts, podcasts, videos, Twits, articles in LinkedIn and most importantly the fact that companies are in charge of the said content. Buyers want business to curb their sale messages and produce quality content that is informative, engaging and above all, shareable.

This way of thinking is going to grow even more as businesses develop solid channels that provide informational and entertaining content. Large enterprises are already using channels that are continuously producing e-articles, video, e-pictures and customers are encouraged to interact with the business.

Even SMBs can and should develop similar strategies with their blogs as well as creating new channels that involve social media

Below a small list of successful inbound marketing strategy that any business should implement:

  • blog that is updated daily–at least weekly
  • accounts on all the major social networks: Facebook, Twitter, and LinkedIn but also relatively new ones such Vine, Instagram, Pinterest and Google+
  • SEO strategy
  • content marketing outside of blogging, such as video production, online articles, or creating graphical images on a daily schedule.

In conclusion, all of the effort and time spent in social media, online content, and company blogging isn’t for nothing. It is starting to become the best way for businesses to utilise their marketing and get the most out of their sales goals.


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