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Inbound vs. Outbound Marketing

Tuesday, May 14th, 2013 by Erin Peters

A wise philosopher, Blaise Pascal, once said “the art of persuasion has a necessary relation to the manner in which men are lead to consent to that which is proposed to them.”Inbound marketing blog 3 resized 600

Your average person today is inundated with over 2,000 outbound marketing interruptions daily.  Cold calls do little more than annoy the prospective customer, and usually during dinner.  Outbound marketers are trying to attract and convert the very people who are actively blocking access. We are figuring out more and more creative ways to block them out, including Tivo, caller ID, spam filtering, and Sirius satellite radio.

This is where inbound marketing comes in.  It’s less obtrusive, highly accurate and attracts more qualified leads to your website, at a lower cost.  For the exeption of social media advertising/media & your valuable time, inbound marketing is earned media, not paid media.

This includes:

1.    SEO
2.    Blogs
3.    Email
4.    Podcasting
5.    Infographics
6.    Social Bookmarking
7.    News/Press Releases
8.    Research/White Papers
9.    Social Media/Networks
10.  Online Reputation Management
11.  Landing page creation & conversion

Why Inbound?inbound marketing infographic 200x734
1.    Inbound Marketing creates top of mind thinking:  Move beyond simple awareness.
2.    More & more people are on their cell phones. When they search, are they finding your business?
3.    Because 61% of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company. (Custom Content Council)
4.    Interesting content is a top 3 reason people follow brands on social media. (Content+)
5.    Providing value, timeliness, and relevant subject matter keeps customers interested.

How do you get started?

1.    Know your goals!  Know why you are doing what you do. What does success look like to you on Friday, next week, next year?
2.    Know your audience. You should know what your audience likes, wants, needs, desires and wants to be when they grow up. How are you going to help them do all of the above? This is where great content can originated.
3.    Be your brand. Know your brand, share your brand, be your brand. Every employee in your organization is a representation of you and your brand.
4.    Look at your website. Unless you just launched a new site with updated software or relaunched your stale site, take a good look at your website again. Does it have a signup form? Does it have a checkout page? What about a call-to-action button and a features/product page? Good content?
5.    Claim your social online real estate: With recent Google updates, superior search engine placement is a fantastic side effect of effective social marketing. Make sure you claim your business on all the appropriate social networks.
6.    Align your social media and marketing efforts to your goals. Facebook, Twitter, Pinterest, et al. should fit into your business.

Consider this: “Google” is now also used as a verb.

“How many gold medals does Michael Phelps have?” “I don’t know. Google it.”

Similarly, the term, “going viral” or “goes viral” is now commonplace. This term refers to a blog post, picture, video and/or created event that was interesting, original and/or was just shocking enough to be shared, over and over and over.

Simply, Inbound marketing is a long-term strategy for lead generation. Be agile and strategic about your marketing strategy, because inbound knows no bounds.

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