Did you know that 90% of B2B purchase research is completed using online resources before a buyer will reach out to the vendor? So not showing up on those researches, means that you are losing customers.
The internet has fundamentally changed the way people and companies do business today, and Marketing is one of the most important initiatives to increase sales and grow your company. Today, more and more, companies rely on effective and continuous digital marketing initiatives to stay on top of their competitors, and this is critical on a global landscape where information is shared instantly and broadly!
One must be aware that both, traditional and digital marketing are critical for successful growth; but digital marketing offers a unique advantage; its cost/effective ratio is the highest for almost any industry out there. In today’s digital space, you can access your targeted customer base in two different ways, through Outbound or Inbound Marketing; both designed to land in the right niche for your business.
So what are the fundamental differences between Inbound and Outbound Marketing?
Outbound Marketing promotes your company by buying attention and it includes traditional marketing advertising like Radio, TV and Print Media. It also involves attending to industry events and trade shows, as well as telemarketing and email blasts. It can be very effective if managed and operated properly. One of the biggest constrains is obviously budgets; we know how expensive a TV ad is, or a Newspaper ad, or putting together an “in person” event, or even attending to a trade show. Other things important to consider are of course the fact that your TV ad only lasts for a few seconds, and your print ad on a newspaper or magazine will only circulate while you are paying; once you stop, your ads are not there anymore.
On the other hand, Inbound marketing is all about promoting your company through tactics that bring customers in closer to your brand, and it includes fundamental pillars like Search Engine Optimization (SEO), Paid Advertising (PPC), Paid Listings on Directories, Social Media Optimization and Blogs, among others. You need to have a solid presence in all digital channels, like your Corporate website and Social Media Channels like Facebook, LinkedIn, Twitter, Youtube and Google Plus. Create content that will be of interest for your industry and your targeted customers, keep it updated and relevant; remember that we live in a very dynamic, fast paced world of instant information, and your digital marketing strategy, can only be as dynamic, or else, you will find yourself losing ground to your competitors.
Here are some important facts to consider about Inbound Marketing:
• Allows capturing the web-centric buyer
• Costs less than 10% of a sales person BUT is capable of delivering the same impact
• Offers a high marketing ROI: Inbound marketing costs 62% less per lead than traditional outbound marketing
• Easy to monitor and measure across the sales pipeline (BI)
• Digital technology has leveled the playing field for entrepreneurs and small businesses
Ultimately you need to decide for yourself which marketing activities will allow you to achieve your marketing goals of brand awareness and lead generation most effectively. Just remember that marketing requires an investment of time, people and money; contact us and let us help you reach those goals!