When planning your business's marketing strategy, you might be wondering whether to use inbound or outbound tactics. Both types of marketing tactics can attract new leads and customers to your business, but they work in completely different ways. As a result, you can expect different conversion rates with inbound and outbound marketing. To determine which marketing strategy is right for your business, you must first familiarize yourself with the differences between inbound and outbound marketing.

What Is Outbound Marketing?

Outbound marketing involves promoting your business to an audience without their permission. Also known as interruption marketing, it forces prospective customers to see your marketing message. Because of its intrusive nature, outbound marketing is viewed as an aggressive promotional strategy.

Even if a prospective customer has no interest in your business, he or she will still see your marketing message if you use outbound marketing. Although there are exceptions, most forms of outbound marketing are untargeted, meaning a large and generalized audience will be exposed to your marketing message.

Common outbound marketing tactics include:

— Cold calling
— Cold emailing
— Direct mail ads
— Magazine and other in-print ads
— TV commercials
— Radio commercials
— Billboard ads
— Press releases
— Pay-per-click (PPC) ads
— Banner ads

What is Inbound Marketing?

Inbound marketing is a less-aggressive strategy that involves creating and sharing informational content to attract a specific audience to your business. If you share high-quality content that's valuable and relevant to your business's audience — not just a sales ad for a product or service — prospective customers may contact your business to inquire about making a purchase.

Did you know ".. 40% of all tasks within the traditional sales can be automated McKinsey Global

Inbound marketing isn't directly promotional. It can still drive new sales for your business but it focuses on informational content to pique prospective customers' interest. Asa  result, it's considered a permission-based marketing strategy.

Inbound marketing has become more and more popular as digital world grows. Inbound marketing, unlike outbound, focuses on drawing customers "in" with attractive and informative websites, content and information that make potential customers, fed with call-to-action on that website.

But like everything else, there are disadvantages as well as advantages to using this system. Inbound marketing requires a variety of skills and experience and concrete data on success and failure can be difficult to gather. However, it's a valuable marketing strategy to consider.

There are many advantages of an inbound marketing strategy, especially as marketing needs to become more and more digital. In an increasingly saturated market, companies are able to stand out by providing quality content that helps build relationships with potential and existing customers.

The RoI can be much higher with targeted marketing aimed at people already interested in your brand. The initial expense for inbound marketing, such as setting up a website or blog, is also low. If you engage in content marketing, a form of inbound marketing, you can build a lot of credibility and positive word of mouth for longer-term relationships with your customers.

Without an inbound strategy, it can be hard for startups to compete. The disadvantages of inbound marketing are other side of the coin to its strengths. Inbound strategies require a bigger time investment than more traditional strategies.

There are often labor-intensive tactics that need a wide array of experience and knowledge. Smaller startups with smaller sales and marketing teams night find it difficult to devise and implement a good inbound marketing plan. And even once you have one in place, tracking the ROI can be difficult.

Data can be spotty, and making analysis tricky for many inbound marketing strategies. All it takes to have mastery over such tatics is making your marketing team gathering skills necessary to really compete in the digital marketplace.

Inbound marketing is a highly popular strategy today used by businesses who prefer to attract potential clients to their product/service rather than using outbound or "push" marketing tactics. Ultimately, the goal is to entice customers to come to you for solutions of their own accord.

Unlike outbound marketing that puts pressure on consumers or "pushes" them to consider your solutions, they're attracted to your products or services via exceptional content on your website or blog, social media, videos and more.

Inbound marketing has been referred to in the past as "magnetic" marketing, effective because clients are attracted to your offerings and not pressured through aggressive tactics. Every type of business benefits from inbound marketing, regardless of the industry.

If it doesn't sell, it isn't creative. - David Ogilvy

Many clients ask what are inbound marketing techniques you should implement to reach optimal success? Develop a business blog. Blogging on a regular basis not only helps you develop your brand and connect with customers, but it also makes a difference in your SW efforts.

People want to see fresh, engaging content that enlightens and Informs on a frequent basis. Without a blog, your website can become stale. That not only results in less frequent visits to your site but lower rankings in the search engine results pages.

When you have a blog that you regularly update with quality content, those in your target audience often return and look forward to what you'll reveal next. It's wise to supplement an inbound strategy with an outbound marketing plan to offset the disadvantages of an inbound only plan.

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