What Is Inbound Marketing? And Why Should I Care?
The odds are it has happened to you. In fact, we would bet it has happened within the last week, if not the last 24 hours. You clicked on a social media post, and then, because you were interested, clicked on the link in the bio, or you did a quick Google search.
For instance, let’s say you came across this Netflix India clapback on Twitter that dismisses the idea of free Netflix accounts. After viewing it, you may have been inspired to check out what movies and TV shows are on Netflix India. You may even become a subscriber or may have borrowed a friend’s ID and password. This is an example of inbound marketing.
Inbound marketing is a way of engaging potential customers through digital and social media.
How To Make Use Of Inbound Marketing?
Marketers leverage it to generate brand exposure and awareness. When a company properly executes inbound marketing, it increases the number of visitors, conversions, and purchases on its site.
Inbound marketing often utilizes helpful, informative, or entertaining material. Search engine algorithms reward this type of attractive content with higher page ranks for the related keywords and phrases. While marketers could easily take a semester’s worth of classes on this subject, all you need to know is that search engine optimization or SEO can dramatically increase unpaid or organic traffic to a website.
What Is Outbound Marketing?
The opposite approach is outbound marketing. This strategy involves producing commercial content that lures visitors to a website. For instance, a business might run a commercial on television or an advertisement on Google AdWords as a way of getting people to click on its domain.
There is a give and take when choosing between inbound marketing and outbound marketing. They both have pros and cons. However, marketers have recently shown a clear bias for inbound marketing. One of the primary reasons is the preferences of Generation Y and Generation Z.
Why Is Inbound Marketing Hot Today?
The target audience for a product or service dictates the style of marketing. Traditionally, American businesses have used hard sells to promote their services. For instance, a commercial for a Jeep may laud the merits of its power and versatility on off-road terrain.
The benefit of this style, much like outbound marketing, is that it is directly to the point. The commercial clearly states ways in which it is superior to other cars. This commercial may attract potential customers who are ready to buy. However, in a world saturated with advertisements, the hard sell can be overly aggressive and even annoying.
How Has Marketing Changed?
Marketers have adapted to use a soft sell. Soft sells do not directly promote a product. Instead, they focus on building a relationship with an audience. That includes outbound marketing techniques, such as social media, infographics, videos, and blogs.
Traditional or outbound marketers may want to dismiss the merits of inbound marketing, but the reality is that it is not going anywhere. Consumer tastes and preferences evolve over time.
Why You Need Inbound Marketing to Survive
If a company is catering to an audience under the age of 40, inbound marketing tools are the best way to engage people. There are plenty of other reasons to opt for inbound marketing, though. The single biggest reason is the cost per acquisition.
The Cost Of Inbound Marketing
According to Invesp, inbound leads cost 61 percent less than outbound ones. That means a company can generate five inbound pieces of content for every two outbound pieces. As a result, businesses that rely primarily on inbound marketing save more than $14 for every newly acquired customer.
Of course, a cheaper strategy is only worthwhile if it backs up its price with performance. Inbound marketing has decision-makers covered there, too. Companies report an average increase in conversion rates from 6 to 12 percent, while 79 percent of businesses report a positive return on investment for inbound blogging.
Results From Inbound Marketing
The results speak for themselves. Inbound marketing is more effective and cheaper than its traditional counterparts. This outcome makes sense. Inbound marketing tools, such as social media posts or blogs, are relatively inexpensive to create and can be useful to readers. On the other hand, a commercial or advertisement is fleeting and does not provide the same tangible benefits.
The Main Takeaway
If a company is not using inbound marketing, it is already behind. Two years ago, 61 percent of marketers said that improving SEO and growing their organic presence were their top inbound marketing priorities. At this point, every business, almost regardless of industry or size, should integrate some form of inbound strategy to bolster their marketing presence, and as a result, their bottom line.