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Inbound vs. Outbound Marketing

So you’ve heard about marketing funnels and maybe even experimented with creating a landing page. Now begs the question…

How do I get more traffic ?

Luckily, even in the crowded web of today, there is space for your product and the opportunity for you to appeal to an audience.

In fact, there’s two primary methods of reaching your customers, one of which dates back hundreds of years...

  1. Outbound Marketing

  2. Inbound Marketing

Outbound Marketing

As with inbound marketing, the key to remembering the purpose of outbound marketing lies within the term itself, particularly “out”. Historically speaking, outbound marketing is built on the traditional aspects of advertising, mainly...outwardly promoting something you have, to an audience that potentially wants that good or service. This isn’t new, this game of “I have what you want” dates back hundreds to even thousands of years originating in ancient China and India. For as long as humans have bartered goods and services, outbound marketing has been there to help them do so. What has changed however, is the mediums. Early street vendors certainly didn’t have Facebook Ads, more likely they were selling by means of a wooden stand and a loud voice. Interestingly enough, this medium still exists today both in its traditional form, as well as in more modern trade show environments.

Popular Mediums: Paid Acquisition

  1. Facebook Ads

  2. Google Ads

  3. Billboards

  4. TV Commercials

Commonly Used by: local service providers (plumbers, contractors, dentists etc), enterprises, highly competitive product driven companies

Any time you’re paying a person, place or thing to promote your brand you’re engaging in outbound marketing.

Inbound Marketing

It’s all about the “in” in inbound. That is, the key objective of inbound marketing is to draw your audience in to your brand, rather than promoting your brand outward in a promotional sense. Inbound marketing fosters the concept of value-driven content and providing your audience with information, tools and features that leaves them with an immediate sense of value received. The “oh, wow this is useful” moment. Thus, a large component of inbound marketing is content based. Inbound marketing is fairly new in this regard, as it has become increasingly necessary due to the saturation of markets, especially through digital mediums. In fact, it’s estimated that the average person sees about 5,000 ads per day! For this reason people are becoming more and more resistant to outbound advertising. Therefore, the idea of drawing them in by giving them valuable information is shown to be more effective.

Popular Mediums: Content Marketing

  1. Blogging

  2. Webinars

  3. E-books

  4. Instructional videos

  5. Newsletters

  6. Free Courses

Commonly Used By: SaaS companies, B2B, highly technical industries, subscription businesses

Outbound vs. Inbound: which one to use?

The answer? Both. While inbound marketing is certainly proving to be more ROI positive in an increasingly loud world, outbound marketing can still be effective if done carefully and strategically. Below you’ll find some great tips on how you can create an effective outbound campaign.

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Thanks for reading, next week we’ll be publishing an instructional guide on how to create your first Facebook campaign from start to finish!

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