You might have heard of inbound marketing, but whether you know what it is could be a very different matter. Nonetheless, Small Business Trends sums up the concept as using “blogs, video, podcasts, guides, e-books and other types of content to attract new customers.”
This compares with traditional marketing, or what could be dubbed “outbound marketing”, which involves investing in such forms of offline marketing as TV and radio advertising and direct mail campaigns. However, inbound marketing can prove appreciably more cost-effective than the outbound strategies just mentioned.
How do inbound and outbound marketing fundamentally differ?
For you to grasp the core differences between these two approaches to marketing, it might be useful for you to see outbound marketing as essentially reaching out to customers where they are. For example, it involves buying billboard space and screening TV ads where your target customers could see them.
However, one big problem with this approach is its riskiness in our modern, notoriously hectic world. Many of us simply don’t have time to really notice marketing messages even when they are placed literally right in front of us; there are just too many other things, such as ads from competing firms, vying for our attention.
Inbound marketing, in contrast, is about providing content and experiences that attract target customers to you, lessening your need to approach them first. Often, these people will come across this content when…