No matter the size of your business, the bottom line in sales and marketing is attracting new leads into your sales funnel and closing the deal.
Unfortunately, bigger marketing teams have more leeway with their strategies.
This makes it essential for business owners who wear both sales and marketing hats – or who have one sales rep following up on cold call leads – to understand the benefits of inbound vs outbound marketing.
Inbound vs Outbound Marketing – Out is Out
It’s generally accepted that outbound marketing is, well, out.
It’s the old way of doing business.
It’s not cost-effective, it takes too long, and the lead qualification process is intrusive and most customers find it off-putting.
It was bad enough when telemarketers were calling at dinner, but now they have your cell phone number?
Other outbound marketing strategies fall on deaf ears too:
- Most newspapers and magazines are online now, so no print ads
- The post office is going out of business thanks to email, so there goes mailers
- Caller ID and no call lists have reduced the effectiveness of cold calls
So how can your business move from the stone age of marketing into the digital age without increasing your marketing budget?
Simple: Inbound Marketing.
Inbound vs Outbound Marketing
Inbound marketing follows a simple concept outlined by the way that search engines and the internet works: people are searching for what they want in a very confined area.
To generate leads and traffic to your website, all you have to do is be in that area and be visible.
On the surface, inbound isn’t really too different from outbound marketing – it’s just quicker, more cost-efficient and easier to reach your target audience.
- Instead of spending money on print ads that reach a wide audience (only a portion of which are your demographic), you spend that money to optimize your website for search engines. This marketing spend is 100% in your target demographic.
- Another powerful inbound marketing tool is social media. Keeping in touch and interacting with your audience gives them a direct line to you as well as keeps your business fresh in their minds.
- Social media also generates qualified leads, putting your brand directly in front of them whenever you like.
It’s this direct lead qualification that has declared a champion in the inbound vs outbound marketing battle.
Is your business on the winning side?
Want to some help implementing inbound marketing for your business? Let’s talk about your goals.