Outbound marketing pushes messages to a wide audience whereas inbound marketing is rather “magnetic.” Rather than sending out general messages to an uninterested audience, inbound marketing allows you to attract your best prospects. Those who are actively looking online for solutions. When they visit your website they find the exact guidance and information they were looking for. This in return converts them into a customer from a prospect
For a complete overview, check out our guide about inbound marketing
The contents of inbound marketing are website content, blog content, and downloadable content offered on a website, like white papers, guides, tip sheets, and other material. When using an inbound approach, marketers develop this content to align with the prospects’ buyers’ journeys:
- At the start of their journey, a buyer is getting familiar with the problem and potential solutions.
- Somewhere in the middle, they’re comparing a small set of potential solutions;
- In the end, they compare all solutions before making the final decision.