Inbound Marketing is a method used to engage with an audience by connecting them with useful content using social media, blogs, SEO, podcasts, EBooks, video and E-Newsletters.
When putting an Inbound Marketing strategy in place businesses focus on creating quality content that pulls people in to their brand.
Potential customers are always searching for answers online or checking out your competitors. So, the goal is to align good content with your customers interests so that you can then convert and close later.
Hubspot’s Inbound Marketing Methodology provides a perfect breakdown on how you can attract customers by targeting them at different stages.
Let’s take a closer look:
The 4 stages of the inbound marketing methodology are Attract, Convert, Close and then Delight.
Attract : As a business you focus on attracting individuals who can be potential customers, and you push all your inbound marketing efforts towards them. You do this by creating a quality content across all your social media and through your webpages to compel them to transition to the next step.
Convert : The next step is converting these potential customers into qualified leads, and you do that by obtaining your visitors contact information, but at first you need to offer something of value (blog posts, webinars, free EBooks…) in return so they can surrender their contact details.
Close : This step is consumer centric and you need to combine your marketing efforts with your sales efforts. By the end of this step you need to transfer your leads to happy customers.
Delight : The last step is delighting your customers by interacting with them online through social media , email, free EBooks, and marketing automation. This step will help you create great sales opportunities with new customers and boost your reputation online.
Outbound Marketing is a traditional marketing method like buying radio and TV ads, buying email lists, cold calling, advertising on billboards, running print ads, or sponsoring shows. Outbound Marketing aim to commence a conversation with a prospect or send a message to potential customers about a product or service using different methods of traditional marketing, so they can turn these prospects into leads.
The difference between inbound and outbound marketing:
Satisfies the customer’s needs.
Pulls in interested readers.
Accessible on all social platforms.
Disrupts content consumption.
Seeks out customers.
Doesn’t care about interest.
Not accessible on any social platform.
Focuses on the product more than the customer.