Inbound Marketing versus Outbound Marketing

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MarketingYour first question may be “what is the difference” between Inbound and Outbound Marketing?



Outbound Marketing

This was/is the traditional form of marketing that companies have used over many years.  Examples would be telemarketing (cold-calling), mail-out campaigns, email blasts, print advertisements, TV commercials and Trade Shows.  This is where the company starts the conversation and sends out it’s message.  Outbound Marketing is hard to track (Return on Investment) and is very expensive.  It is amazing in this state of economic uncertainty that some companies persist in spending up to 90% of their marketing budgets on Outbound Marketing.

Inbound Marketing

This is a more recent approach to marketing where the customers find you through free and/or paid on-line Search Engine Optimization (SEO) of your website and your on-line presence and branding.   It IS more time-consuming, but the results can be tracked in much more detail and companies can identify what is working and what is not in their marketing efforts.  Surveys have shown that those who have made the transition to Inbound Marketing have enjoyed a 25% greater return for their marketing dollars and up to 30 times the campaign conversion rate as opposed to the traditional Outbound Marketing efforts.

Steps to Making the Transition

Let’s take this a step further.  You can optimize your site with all the tools and applications available today in order to achieve high rankings in the Search Engines and prospective clients will be able to find your site quickly.  But how do you ensure that once they get there, that they will stay long enough to make the decision to buy?

Would it not  be even more successful to have prospective clients/customers search for you specifically?  They already know what products/services you offer and are ready to buy?  This can and will happen when they can identify your name, your Company name, your brand, your expertise and your reputation from word of mouth and referrals.  By way of the new Social Media revolution, you can and will make that difference in gaining a strong presence on the Internet, and distinguish yourself and your Company as  “the best choice” to provide that product or service.

Outbound Marketing as opposed to Inbound Marketing…..well worth taking the time to consider!

 Diane L. Coville


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