Do you know the difference between outbound marketing and inbound marketing? Are these even familiar terms to you? Well, if you are a “traditionalist” you may not have heard of this terminology before. Here is a definition in a nutshell.
Outbound marketing really is “traditional” push marketing, where you push your message out to your potential customers via different channels. For example:
- Television advertising
- Radio spots
- Telemarketing
- Sales person
- Direct mail
- Magazine or newspaper advertising
- Trade show attendance
Inbound marketing, on the other hand, is drawing people to your Website through various means. Some examples of inbound marketing are:
- SEO/SEM (Search engine optimization/search engine marketing)
- Blogging
- Social media
- RSS (Really Simple Syndication) subscriptions
- Online public relations
- Offering free tools or trial subscriptions
So, which one is better to use in today’s working environment? I think that is the debate of the century. Many companies specializing in SEO/SEM will tell you that inbound marketing is the most effective and that outbound marketing is outdated. Well, I beg to differ. In my opinion, I think they both are still viable options for most B-to-B companies. I have to admit that I was slow to embrace some of the new social media. But, I have found it is an effective tool to network with colleagues, find new customers, and gain access to new information.
On the other hand, I also recently have had much success with traditional direct mail, e-mail newsletters, and good-old printed newsletters. Plus, following up with people who have shown an interest in my services, is a very important piece of the pie. It’s all about developing that relationship. I don’t think it matters whether that is through Twitter, a phone call, a personal letter, or a sales call. It’s more important how you follow up rather than through which means you follow up. It’s also based on the age of your customer-base. But, that’s not exactly true, either. I have spoken to many younger (18-25 age group) people who won’t have anything to do with Twitter and Facebook.
I guess the moral of the story is don’t come to conclusions about marketing so fast. And, don’t throw the baby out with the bath water, so to speak. There is a place for both outbound and inbound marketing. You just have to analyze your customers, your products, and your goals and objectives for your company.
Give us some feedback on your experiences with inbound vs. outbound marketing for your company.
