Inbound marketing is all the rage among marketers lately, as outbound marketing is discussed less and less often. If inbound marketing is so successful and trendy, does outbound marketing even matter anymore? Or should your business just focus on blog posts, YouTube videos, and Facebook updates?
Below, we’ll discuss the basics of both marketing segments, and how your business can use them both successfully.
The Basics of Outbound Marketing
Outbound marketing is the process of actively trying to find your customers and getting your message to them. This includes many traditional marketing activities:
- TV and radio ads.
- Newspaper, magazine, and brochure ads.
- Direct mailers.
- Email marketing.
- Cold calling.
Many people believe outbound marketing is dying off, but it’s still quite effective. In fact, a recent survey found that over half of marketers still invest significantly in outbound marketing. This is because outbound marketing is still a great way to consistently get your message out to your target audience. If you want to build your brand and extend your reach, outbound marketing is still a must-have.
The Basics of Inbound Marketing
Inbound marketing is the polar opposite of outbound marketing. Instead of reaching out to an audience with your message, your goal is to draw them in naturally. It’s the difference between trying to find your customers versus trying to help them find you.
Inbound marketing includes many newer strategies, including tactics such as search engine optimization, social media marketing, and content marketing. Marketers love inbound marketing since it's cost effective and remains useful for a very long time if it’s well produced.
On its own, however, inbound marketing isn't always enough.
Building an Integrated Marketing Strategy
The best way to ensure your marketing strategies are successful is by integrating outbound and inbound tactics together. Your outbound marketing should draw an audience to your website, where your content converts them fully. As your outbound marketing tells a message and builds a brand, your inbound marketing can capitalize on this familiarity.
You also need to keep in mind that each marketing channel appeals to an audience in a different way. Depending on your target audience, you might need to lean heavier on certain channels. The only way to ensure you’re reaching everybody, though, is by using a thoughtful mix of both inbound and outbound marketing.
If you need help with your own marketing strategies, make sure to reach out to us. You found this article due to our own outstanding west Michigan inbound marketing techniques, so shake our hand and let us teach us how to optimize your own!