According to Forbes.com, an average man comes across 4000-10,000 outbound and inbound marketing advertisement messages each day. This including TV ads, outdoor signage to radio spots, digital ads, and ads all over the internet. That means there’s a lot of competition for your prospects’ attention. The question that keeps most B2B marketers awake at night is, “How do I reach the people I want to talk to, and what do I say to get them to buy?”
“Content marketing is more than a buzzword. It is the hottest trend in marketing because it is the biggest gap between what buyers want and brands produce.”Michael Brenner
A marketeer can reach her or his prospect in two distinct paths: inbound marketing and outbound marketing. Let’s take a look at the difference between the two.
Outbound marketing is referred to as push marketing. It uses tactics that get a message to a large number of people in an effort to make a sale. Print/TV/radio advertising, social media advertising, cold calling, direct mail, email blasts and other methods to target the audience. It’s a one-way conversation that typically focuses on the product and the reasons why a person should buy it.
The problem with traditional marketing is that it’s impossible for these tactics to be relevant to a variety of specific needs and challenges. Because every person has different needs and wants much more personalized attention
There are some reasons traditional marketing isn’t working today:
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:
How do you know your content is relevant? Increased social traffic, social engagement and higher-quality leads.
Ultimately, the best marketing strategy for your business will be the one that works. Remember, audiences and their preference change too. What might have worked last year might not work this year. People get tired of seeing the same thing. Your mix of inbound and outbound marketing strategies will most certainly change with time and as technology adds new features and ways of connecting with people. That being said, we feel the most important strategy will always be: experiment, measure, repeat.