As an inbound marketing agency, it should be no surprise that we believe inbound marketing is a superior choice to more traditional outbound marketing tactics. That's why we use inbound marketing for our clients and ourselves.
But what you probably want to know is why inbound marketing is more effective than other options. After all, we have had television ads for decades and magazine spreads for longer than that. These tactics have managed to stick around this long, so they must work, right?
The reality is that outbound marketing can still get results, but not nearly the kind you can see with inbound marketing.
Inbound Adds Value
Traditional marketing tactics rely on interrupting someone who is doing something else. A television commercial interrupts a show. A manner advertisement interrupts a website. These tactics do promote your brand, your logo, and your copy, but they promote it to people who were not looking for it in the first place.
On the other hand, inbound marketing has you share relevant, interesting, and educational content with people that are actively seeking it out. Inbound marketing offers values to the customer before they even make a purchase. In that way, inbound marketing gets you immediately into the good graces of your prospects by giving them something they want and are already looking for.
Inbound is More Cost Effective
At some point, every marketing team will need to answer for the bottom line. The simple truth is that inbound marketing is more cost effective. One recent study found that a lead generated with Inbound marketing costs 62% less than the same lead generated using traditional tactics. That's a huge cost differential for a business of any size and means that your inbound marketing budget can go much further.
Inbound Works Around the Clock
As an extension of our first point, it is worth noting that an inbound marketing strategy is always working. Because an inbound marketing strategy will have you creating SEO-friendly content that leads customers right to your site, it will work for you 24 hours a day. Without answering a single phone call or sending out a single email, leads will start coming to you because you have something to offer them by way of valuable content. This means more leads with less effort.
Inbound is Easy to Measure
If you had the capital to buy a commercial during the Super Bowl, chances are you would see an uptick in sales. But even though you could guess the reason, it is difficult if not impossible to track the true ROI of most traditional marketing tactics. That's not true for inbound marketing. Online metrics makes it beyond easy to track everything from how many people open your emails to how much time someone spends on your website. This measurability, in turn, makes it possible to change strategy at a moment's notice so that your marketing can be as effective as possible, and you can continue to increase your inbound marketing ROI.
Inbound Boosts Your Credibility
People want to buy from brands they trust. That's a marketing truism as old as the word "marketing." Inbound marketing is simply one of the most efficient ways to boost your brand's credibility and establish your company as a leader in your field. In a successful inbound marketing campaign, you will create a variety of content pieces that resonate with your key market. You will work to educate them on how to improve their business -- in ways besides purchasing your products or services. This is the best way to build trust with your most important prospects and ensure that you are the first place they turn when they need what you sell.
Inbound Turns Strangers Into Promoters
In so many marketing strategies, the end goal is turning a stranger into a customer. Gaining customers is an essential part of any marketing campaign, including inbound, but it is not the end of the story. The inbound marketing methodology creates leads from strangers, customers from leads, and promoters from customers. Inbound can accomplish this by maintaining open communication channels, via blogs, email, and social media, and providing helpful content even after someone becomes a customer. By delighting current customers, inbound marketing encourages them to spread the word about your brand, thereby bringing in even more leads and perpetuating the inbound marketing cycle.