In this episode of "Inbound & Down," hosts Jon Sasala and Danielle Esposito discuss the difference between inbound and outbound marketing and why inbound is more successful. We have a special guest from the pit, dive a bit into PPC, and talk… foot fungus?
How sick are you of junk e-mails, interruptive ads, and cold calls? Yeah, us too. Today, consumers are busy and don’t have the time (or patience) for intrusive and annoying marketing efforts, which is why outbound marketing just doesn’t work anymore.
Simply put, inbound vs. outbound is the difference between traditional and modern marketing tactics. Traditional outbound marketing, referred to as “interruption marketing,” seeks out the attention of customers by disturbing them with irrelevant content. On the opposite end, inbound marketing puts the customer first, and focuses on attraction through thoughtful content and SEO (search engine optimization).
“Outbound you’re kind of screaming at people," explains Esposito, Morey Publishing's senior inbound strategist. "You’re trying to get them to see you… Where inbound is about the customer. It’s about helping them first, before anything else. So when they’re googling, they’re probably not just googling a product yet. They’re trying to figure out [their issue], so they’re googling it and researching. Their first step is going to be reading some blogs about it.
"So, your first step with inbound is educating people and having them trust you," she continues. "I mean, it’s a little bit of a longer [sales] period, but it’s worth it, because then you’re going to have customers for life.”
Key Takeaways From This Episode:
Inbound marketers produce content that answers consumers' questions.
You must produce different content for all three stages of the "Buyer's Journey" (awareness, consideration and decision stages).
Pay-per-click (PPC) advertising can be inbound if consumers are targeted correctly.