Inbound Marketing = Better Consumer Experience
When it comes to inbound vs. outbound marketing, it’s really the difference between having an ad pushed into your face and finding helpful content on a company blog. A lot of times, it all boils down into the consumer experience.
Let’s say you’re looking for a new smoothie blender. You type it into Google, which yields a popular blender company blog. On it are articles with product reviews, tips and smoothie recipes. So not only does this company sell 5 star blenders, but they know their stuff, too, and they’re more than happy to share that knowledge with you. Unlike invasive interruptive ads, these articles are helpful. And as a consumer, you welcome the content, sign up for the mailing list, and genuinely consider buying their product.
Outbound Marketing is Pushy
But what is inbound marketing, really? Hubspot defines inbound marketing as marketing that “focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. You attract inbound traffic that you can then convert, close, and delight over time.”
On the other hand, outbound marketing can be pushy. “Buy now!” bolded store signs read. A flyer comes in the mail, urging you to order products you’re not interested in buying. The phone rings: it’s yet another telemarketer. Forms of outbound marketing are pervasive and familiar—the type of advertising many of us grew up with.
In an age of search engines, social media and product reviews, it’s no longer a matter of whose ad is louder, bolder, or weirder. Interruptive ads are a turnoff for consumers, and so are cold sales pitches. Outbound marketing can be difficult to track, its success rates difficult to measure. Blocking lists and apps make it easier for consumers to turn off the message.
Inbound Marketing is Growing
Nowadays, inbound marketing’s on the rise, with its solid content and helpful intentions. Inbound marketing draws in the consumer, offers measurable success rates, and can increase conversions--when done right.
Companies are recognizing the value of content marketing and investing more in inbound marketing tactics. 66% of marketers describe Facebook as “critical” to their business; 69% describe content as superior to PR and direct mail. With inbound marketing costing 62% less than traditional marketing, it’s no surprise that marketers are shifting more and more to inbound marketing.
In the end, inbound marketing is about pulling consumers towards your brand with valuable content.
So instead of throwing flashy promotional content at consumers, you’re creating high quality content draws the consumer in. You’re entertaining, informing and answering people’s questions. Readers seek out your content via search engines and social media; they reach out to you. With quality content, you build loyalty and trust among the audience.
If you're in need of some more guidance with your marketing strategy, check out our ultimate guide for generating more traffic to your website.