What is Inbound Marketing?
Inbound Marketing is a strategy that utilizes many forms of
pull marketing – Content Marketing, blogs, Events, Search Engine Optimization,
Social Media and more – to create brand awareness and attract new business.
In Contrast to outbound marketing, where marketers attempt to
find customers, inbound marketing earns the attention of customers and makes
the company easy to be found.
Difference between Inbound and Outbound Marketing
Inbound Marketing is best described as a method of attracting
prospects to your business’s products or services through the creation of
related content and incentives, which inspire people to identify themselves and
request more information or make a purchase. Inbound Marketing is closely
aligned with content marketing, Search Engine Optimization and Social Media
Marketing, because each of these programs focuses on attracting unknown
prospects to your business.
Outbound Marketing on the other hand starts with some basic
knowledge of your target audience and builds programs to educate those very
specific prospects about your products and services in a meaningful way. Outbound
Marketing typically is accomplished using the more traditional ways such as
direct mail, telemarketing, email marketing and events.
The difference between inbound and outbound marketing is subtle
and often the lines between the two are blurred. For example, an inbound
marketing program can be utilized as the first step in a long term marketing
campaign to capture lead data, whereas a related outbound portion would be used
to nurture and educate those prospects to the point where they are ready to
make a buying decision. Together they create a sustainable long term program
that can produce a continuous stream of sales opportunities.
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