“Talking” to your customer via social media and email communications is a large part of the marketing process, and it develops trust and loyalty with your clientele. There are a few different schools of thought on the best way to do this: inbound or outbound. But what are the differences, and which one should you use? Let us break down the benefits of choosing inbound and why you might do so.
What is Inbound Marketing?
The inbound methodology places emphasis on the context in which you know your customer. Ideally, you should be focusing on creating content that’s fully optimized for search and social media, and that attracts your relevant prospects based on their characteristics and behaviors.
Context refers to understanding which content is most engaging to prospects and what is most likely going to pull them through your sales funnel – that should be understood and mastered to personalize messages, emails and other means of reaching out.
What are the benefits of Inbound Marketing?
Inbound is focused on attracting the correct customers, nurturing them to a conversion and then “delighting” them as coined in the classic inbound marketing “fly-wheel” model. It’s not surprising: traditional marketing is outdated and doesn’t attract the modern buyer anymore. This is where and why inbound marketing fills in traditional shortcomings. Consumers don’t feel inspired like they used to.
Effective inbound marketing looks at holistic marketing and is focused on delivering tailored content to target buyer personas at the right time, equipping them to make informed, educated decisions without feeling pressured to make a purchase.
What are the differences between Inbound Marketing and Outbound Marketing?
Simply put, inbound marketing is buyer-centric. Making a customer feel special, seen, or respected makes them convert. Because more purchases than ever are informed by their own research, inbound serves as a “net” to pull them in. Inbound is a focus away from the traditional WHAT that a company sells and focuses on who the company is, and WHY it sells.
Traditional marketing or “outbound” focuses on what the seller sells and the features of its products or services. The most significant shift between the two is that inbound marketing businesses reach out with information and content, proving themselves to be thought-leaders and innovators in their industry. The inbound approach is both patient and active, never aggressive and never trying to force a sale – inbound businesses are more concerned with solving a buyer’s problem and building a relationship.
One of the primary complaints of outbound marketing is that it is unsolicited or unwarranted; inserting itself where it is not desired. Curating and fostering a longer-term relationship with your audience almost always yields preferable results.
What’s the difference between Inbound Marketing and Digital Marketing?
Good question. Digital marketing is a component of an overall inbound marketing strategy.
Digital marketing doesn’t differentiate between inbound or traditional, outbound marketing tactics. Digital marketing may be employed to serve both these principles with an outbound focus on getting its message across to as many people as possible. Inbound differs in that its digital marketing is more tailored and precisely aimed.
Inbound Marketing Tactics
You probably are wondering how you can adapt your strategy to include more inbound principles. With inbound marketing techniques being more of a strategic and well-planned methodology, your inbound toolkit should be specified to target your buyer persona and keep them engaged. Here are a few methods to incorporate inbound into each phase of the flywheel:
Attract Tools
- Ads – Use Search Engine Marketing (SEM) and Paid Social Marketing to attract visitors to your website. Your ads should be highly targeted to your personas to ensure they show to and attract the right people to your website.
- Blogging – Using your blogging platform is one of the most effective ways to attract new users and potential leads. To get found by your targeted lead, make sure your content answers the kind of questions you know that your buyer persona might be asking.
Engage Tools
- Standard and Pop-up Forms – Usually found on a landing page or home page, standard or pop-up forms are an important tool in the lead generation and conversion process. It’s essential that your standard forms are fully optimized to make this process as simple as possible so the contact may be accurately recorded.
- Email marketing – emails will be just as important to use to engage and communicate with your contacts. Ensure your emails are highly personal and highly relevant to the contact and you’re all set.
Delight Tools
- Surveys – Conducting a survey is not only good for market research, but also reminds your customer that you are always thinking about them. It’s a behind the scenes peek into how your customer perceives your value, and how you may further marketing services to them.
- Social Feedback – Want to know exactly what your customers are looking for? Just ask! Social monitoring helps to keep track of what customers are searching for and provides an avenue for you to reach out with relevant content.
The My Social Biz Way
With successful inbound marketing campaigns being more of a strategic and well-planned methodology, your inbound toolkit is highly specified to target your buyer persona and keep them engaged. We specialize in transforming our client’s marketing strategies to reel in customers based on their focuses. As we move into the holiday season, inbound will be more impactful than ever. Let us show you how to level up your marketing efforts! Give us a shout: olivia@mysocialbiz.net