Inbound Marketing: What is it?

Inbound Marketing: What is it?

 Inbound Marketing

Inbound marketing is a type of marketing that is now possible thanks to evolving technology. Consumers are now able, more than ever, to control what information they receive and how they receive it. Inbound marketing differs from outbound (traditional) marketing in several ways. Outbound marketing is said to be “old marketing” and is any marketing that pushes products or services to customers. Inbound marketing is known as “new marketing” and is any marketing tactic that relies on earning people’s interest instead of buying it. Read the "compare" and "contrast" chart below to learn more distinctions between the two:

Inbound Marketing

Outbound Marketing

Communication is interactive and two way

Communication is one way

Customers come to you

Ex. Search engines, referrals, or social media

Customers are sought out

Ex. Print, TV, radio, or cold calls

Marketers provide value

Marketer provides little to no added value

Marketer seeks to entertain and/or educate

Marketer rarely seeks to entertain or educate

“Permission Based Marketing” because only targets that express interest will be pursued

“Interruption Marketing” because targets may or may not want see that ad at that time

Marketing strategies have an opportunity to be used over and over again; available and usable for a very long period of time

Ex. Social media going viral 

Marketing strategies usually only available or visible for a limited time

Ex. Billboard advertisement eventually will be taken down

 

There are three very important components needed to be successful with inbound marketing:

  1. Content- An organization needs information that potential customers find valuable.
  2. Search Engine Optimization- A company must make sure that it shows up towards the top of search engine rankings. 
  3. Social media- A business must distribute content to individuals who share a close relationship with the company. The content which is disrtibuted must bring value.

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For more information about inbound marketing, check out our website!

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