Inbound Marketing vs Outbound Marketing
Traditional Marketing is also known as Outbound Marketing and includes cold calling, email blasts, trade shows, webinars and seminars, telemarketing and advertising. This is called Outbound because you're pushing your product or service out to a wide audience trying to find the needle in the haystack that might be interested in your product or service. Usually, outbound techniques are more costly than Inbound Marketing and a lot of your investment is wasted on people who are not interested in what you are selling. Traditional marketing campaigns are usually very difficult to monitor and track with poor analytics that makes it hard to see what succeeded and what didn't.
Inbound Marketing is a shift in tactics that are designed to attract, engage and delight your customers. You attract your customers by identifying their problems and then creating relevant content using blog posts, e-books and targeted email campaigns, created to "attract" your potential customers. Once they arrive at your door you "engage" with them using conversational tools like email and chat. You "delight" them by using email and marketing automation as well as conversations to deliver the right information to the right person at the right time, every time.
You attract your ideal prospects to your website through tailored, targeted content, which answers your prospects’ questions, helps to show them how to solve their business problems and demonstrates your understanding of their business.
Use conversations to create lasting relationships with prospects on the channels they prefer — through email, bots, live chat, or messaging apps. Use the conversion tools — CTAs, forms, and lead flows — to capture the information of prospects visiting your site.
Use email and marketing, as well as conversations, to delight your customers. Continue to solve their problems. Create memorable content your prospects can share with their friends and family by using a variety of content formats — like video— that your prospects prefer.
How an Inbound Marketing Campaign works
Brainstorm your campaign ideas. Unleash your creativity in a group setting and involve as many people as possible.
Know your customers. If you know who they are what problems they have, you have a better chance of solving it.
Setting SMART goals is essential when starting a new campaign. Without them, how will you measure success?
Creating your Offer
Creating quality offers is the key to generating quality leads. Your offer needs to have real value for your customers.
Designing your conversion path
A conversion path is comprised of a content offer, call-to-action, landing page, thank you page, and sometimes a kickback email.
Preparing for launch and promotion
Now that the mechanics of your campaign are in place, it’s time to share it with the world.