What is inbound marketing ? Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding. Inbound marketing provides information, an improved customer experience and builds trust by offering potential customers information they value via company sponsored newsletters, blogs and entries on social media platforms, according to Wikipedia.
What is interesting is what marketing strategist David Meerman Scott says that inbound marketing allows marketers to “earn their way” into a customer’s awareness rather than invading their awareness through paid advertisements.
So, What is the difference between Inbound Marketing vs Outbound Marketing ?
Outbound Marketing is a traditional method of online marketing seeking to interrupt potential customers. Outbound marketing includes activities such as trade shows, seminar series and cold calling. It is costly and the ROI is much lower than inbound marketing.
Lets look a little closer, shall we?
One of the preferred methods of acquiring inbound traffic is by blogging/content marketing to build a brand, get the word out or simply share value with your audience. In order to get inbound marketing to your website or blog you have to be in front of the eyes of your audience and more importantly in front of the right audience.
Writing a nice piece of well researched content with all the high value you can mustard alone can not get you inbound marketing benefits. You can find syndication groups on Facebook or Google Plus Groups, Niche Forums, other Blogs in your niche to share your content but when selecting groups you should make sure that it is congruent with the right audience and market. Share your content through all social media platforms like Instargram, Pinterest, Tumblr, Twitter, Stumbleupon, Digg and many others.
One strategy that does not get as much buzz anymore it seems is, ” RSS Feeds “. We use Feed Burner by Google and has actually increased our reach and traffic to our site as well. RSS Feeds in conjunction with the other strategies combined can start to grow and provide a steady flow of traffic to your blog or website.
For example: If your product is for children from the age 0f 3 to 9 years old, where do you find your market ? Your market are more than likely moms and dads who have been searching for this kind of product or you educate them. You find these people by using tools like Google Keyword Planner or UberSuggest one of the latest market research tools that give you great data to continue to grow your business.
Social media marketing is another popular place to get inbound marketing to your blog. With social media you must be patient persistent! Patience because most of these platforms are for people to mostly socialize and share their world however it is a great place to build your brand and your business using their inbound marketing leverage.
Social media too requires you target the right audience in order to make the most of your marketing efforts even more so if your paying for your inbound marketing strategy. Keep in mind that each social media platform is different in its own way so it is advised that you learn how each one works and best ways to leverage their power of social interaction.
It is no secret that Google is watching social signals very carefully.
Another great finding from the not so surprising department shows that Google +1’s are given the most ranking recognition, followed closely by Facebook, according to Kissmetrics Blog Article
Facebook is particular when it comes to images used for ppc marketing purposes on your FB Business Page of course. It will not send as much traffic to your site or page post if the image has more than 20% Text on it. Usually FB gives you a warning indicator when you are creating the ad with an image.
Quick Tip: The times we’ve had an image with to much text we have ended up changing the image completely or reducing the text on the image if the image depicts exactly what you want to say by using a tool like Canva.com an image editor and creator that helps create top notch images, Headers, Widgets, Banners, or create your own image superimposing one on the other, fading into the background and many other amazing things you could do with this free tool.
That is something to keep in mind next time your doing some inbound marketing strategies with paid Facebook PPC marketing.
Now if your using SEO for inbound marketing to your blog or website we are talking about content marketing strategies that could help with your exposure online. One of the ways to make your content seo friendly if your using wordpress for your site is using a wordpress plugin like Yoast SEO or All In One SEO Plugin.
These plugins will guide you through the intricacies of creating seo friendly content but for of those of you that have another website platform other than wordpress here are a few things to keep in mind when writing your content:
- Original Unique High Value Content – This has to be the #1 most important aspect of your content marketing strategy. It must be unique and of high quality to always over deliver to your reader.
- Headline – should include your main keyword and be catching enough to engage your audience.
- Meta Tags – Make sure to have your meta tags giving your audience a taste of how the content will benefit them from reading.
- Heading Tags – H1, H2, H3’s are recommended in your content body used sparingly.
- Keywords – Your main keyword should be in your title, the opening paragraph with a hook to have your readers to want to read more. Make sure that you include your secondary keywords spread through your content as well.
- Tags – These are your main keyword (s ) and your secondary keywords.
- Categories – Make sure that you associate your content with the right Category so your audience can easily find it later as well plus helping search engines find it when they crawl your website or blog.
- Keyword Density – Density should be no more than 2-2.5% of your content. For example: In an article of 2060 words at 1.3% Density equals to 27 times believe it or not. Even though you should not overstuff your keywords into your content sometimes the relevant content dictates the amount of times the keyword needs to be used.
- Readability – Your content should be at an 8th grade level readability so you gain a bigger audience of your content.
- Content – It should be unique, high value, and make readers want to come back for more.
- Short sentences. You want your writing to be easy to read. The best way to do that is through using many short, to-the-point sentences.
- 1-3 lines per paragraph. Keep your writing “scannable” with short paragraphs. And note that a portion of your traffic will be coming from smart phones too (which means even shorter paragraphs)!
- Use a conversational tone. Try to write like you speak. And don’t get too fancy. Don’t try to impress with your vocabulary unless you’re selling flash cards for a spelling bee.
- Always do a good market research to find your audience and target them more directly maximizing your efforts.
Outbound marketing is a traditional method of marketing seeking to obstruct potential customers. Outbound marketing includes activities such as trade shows, seminar series and cold calling. It is costly and the ROI is much lower than inbound marketing.
In other words imagine back in the day and possibly today in some countries a Kirby salesman shows up at the door trying to sell you a vacuum cleaner, now that’s obstructing potential customers. Today more than likely is interrupting someone on social media and asking them questions or providing content they will see when posted that gets their attention.
If you are a busy “multi-tasking” parent, you know exactly what I’m talking about. We try to make the most of our time. Plus running all over the place, coffee shop meetings, 1 on 1 meetings, doing business luncheons and meet-ups, is not always going to be the best way to meet people with the limited hours we have in one day.
Trade shows are even more popular today but a lot more competitive than its ever been and it involves time to plan set up and be there for the shows scheduled time to maximize its benefit. It is an excellent way to get found by other companies looking to expand their portfolio. Trade shows tailors more to physical products or innovations created by some brilliant minds but now the tech world is picking up speed and the future looks like the Jetsons.
Selling a Seminar Series usually takes a lot of time to setup and long hours on the road. Today they are called webinars or online video training used to target your audience more effectively using technology and social platforms plus webinars can be automated so you don’t have to be sitting by the computer unless you do a live event or interview.
So, these are the intricacies of Inbound Marketing vs Outbound Marketing. Each has its own place in business but when making a business decision as to which one method is more cost effective versus ROI ( Return On Investment ). This is what it really boils down to and it is why inbound marketing seems the wiser choice.