What sells most? Which kind of marketing activities? Is it inbound or outbound marketing? This can be exhaustively discussed and argued. However, you cannot argue that inbound marketing is the most efficient way to sell your product or service. And the reason for that is simple – it’s a ‘win–win’ for both the buyer and the seller.
Let’s see the difference by comparing the two.
Inbound vs Outbound
Outbound marketing entails the whole process of introducing a product to your prospects, getting them to feel the need, converting them into your potential customers, and then finalising the sale. This can be done in various ways, and they often include high costs. Among these are billboards, commercials, direct sales, or similar… Even though the conversion rates are usually small here, these methods have always been used, and have shown to be effective, especially when there is much competition, or when the price of a product is very high. Why? Well, it seems that people need a little nudge when they are about to spend 50.000$ on a single item…
However, many people have developed a negative holding towards these methods over the years. Especially the newer generations, who are more prone to finding what they need by addressing their knowledgeable friend – Google. For example, if they don’t know how to cook a lasagna, or if they want a brand new smart phone – they will use internet to find out where, how, and how much. This is where inbound marketing steps in. Unlike outbound, the focus here is on creating high quality content to attract already interested people towards your own brand and your product. The need for your particular product already exists, we just have to steer users’ attention to it.
Best tools for attracting the right users
· Blogs – create a content that attracts users by giving them the right information and answering to their questions. Blog needs to be well written, easy to understand and useful.
· SEO – make sure your website is on the first pages when users search the keywords, create content and links around those keywords, optimize your site.
· Internet pages – your web page is like a store window for the world to see what are you offering. The look and the content of your page will determine whether the users will stay, buy and come again or not.
· Social networks – people spend a lot of time researching the social networks, so feel free to share valuable information. Even though it’s not direct, and not clearly visible, your activity and your communication here is going to reflect immensely on your sale.
Why inbound marketing
- Internet advertising is a lot cheaper than advertising on TV, newspapers, billboards
- Faster information update
- More exact metrics to follow your progress
- Easy way to get feedback
- Direct communication with massive amount of users/prospect/customers
- Opportunity to follow your targeted group, and see the patterns in their behaviour
- Long-term strategy
Improvement is guaranteed
If you’re not already working on this actively, make give it a thought and potentially drop other marketing & sales activities and focus on some of these. Set signs and signals steering the customers your way – don’t waste your energy, time and money chasing them.