There used to be a time when all you could see on TV were advertisements, flyers, cold-callers on your telephone that want to sell you a certain product. Well, times are changing; nowadays, customer feedback and interaction is crucial to keeping a business afloat. Inbound marketing is taking over, and here’s why.
Marketing is an underrated life skill. As much as we hate to admit it, we are always communicating. From angling towards a promotion to selling products on Etsy, the art of the sell is something that is highly cherished and cultivated through practice. It doesn’t even have to be tangible goods, as marketing can serve its purpose in brand optimisation and reputation-building services. Understanding how communication works, however, can be quite difficult. It used to be very difficult to gauge customer feedback on a real-time basis.
The Internet is the perfect place to put these qualities into effect. As there is such a huge network available, and the information is virtually free where the potential to build your brand is boundless. From social sites like Facebook, Twitter and Google, online listings, and even video marketing on YouTube, you can find something that works for you. Nearly every company has some sort of online resource, social media account, or blog. Engaging visually attractive design and content have become critical in the success of a company.
Outbound marketing is relatively simple; you put marketing materials out in the open in order for customers to find your business. This can be in the form of advertising through billboards, magazines, TV, or print; methods like these can acquire significant costs, especially when just starting out. Business owners that use outbound marketing subscribe to the “spend more, gain more” mentality. Often, making the company and product look good becomes the priority.
On the other hand, inbound marketing agencies deals with seeking out customers, putting yourself in situations where you know your target audience will be. Say, for example, you are catering to young adults. If you see that young people use social media websites like Facebook and Twitter, you position yourself in such a way that you are accessible to them. You can do this through establishing a Facebook page and posting pictures of your products or services, tweeting about your industry, and learning how to inject SEO and keywords into your marketing content. Here, seeking to inform and give value to the customer is the focus. Communication is often interactive.
Whilst both marketing methods have their pros and cons, inbound marketing is much more cost-effective than traditional, product focused outbound marketing. Outbound marketing, however, has the potential to reach places where Internet and social media cannot easily be reached. With the relative flexibility of inbound and the reach of outbound, a company or business may employ a mix of both in order to maximise profits.
Adapting to new marketing trends is always a good move for one’s business, especially if you are looking to start out or expand. Whatever your resources or capital may be, weighing your options will always make for a good start to your business. As consumers are more in control of the information they receive, an appeal to their interests will always yield favourable results.
Sources:
Inbound Marketing vs. Outbound Marketing, VTLDesign.com, VTLDesign.com
Outbound Marketing - Traditional Isn’t Always Best, WordStream.com
