In outbound or traditional marketing – like direct mail, telemarketing and trade shows – you seek out your customers with one-way communication. You don’t seek to educate them about anything but your product or service.
With widespread use of the internet, consumers are more in control of what marketing messages they receive and what channels they receive them through. They don’t like to feel intruded or invaded by ads.
In inbound marketing – like white papers, eBooks, podcasts, blogs, vlogs, infographics and social media posts – communication between companies and customers is two-way.
Twitter users can mention companies that they are interested in and ask them anything they like, and companies can reply them. Internet users can also make comments on blog posts. They can choose whether or not they want to download helpful tools like eBooks.
Prospective customers come to you, rather than you hounding them – they find you in their search results or their social media shares. Also, rather than you telling them how great you are, they make up their own minds about you. Instead of it being all about you, the focus is on them and their interests. You write and share topics that will educate them about your industry in general, not just your product or service.
What difference will inbound marketing make for my company?
Inbound saves you and makes you more money.
Inbound reaches a larger audience.
Inbound converts more leads to customers.