There are only really two distinct strategies marketers use to reach potential customers: inbound marketing and outbound marketing. Below I outline the benefits and drawbacks to each.
Inbound marketing centres on creating and distributing content that pulls people into your website. If your content is useful and relevant to the user it will help you bring customers in and keep them coming back for more.
There are many ways you can do this. Blogs, video content, guidebooks, etc are good ways to start and also serve as a way to differentiate your product or service from the competition.
The main way to connect with these customers is on search. Consumers are searching for products, services, or content to fulfil a need or solve a problem. This means your content should explain how your products or services will resolve their issues, answer key questions, or satisfy their needs.
Customers appreciate inbound more because they get the information they want, when they want it and in the format that is most useful for them. Companies like it because it generates quality leads and long-lasting relationships with their customers.
Outbound marketing involves pushing ads to potential customers to get them interested in a product or service that they may or may not be aware of or want. It focuses on sending a message out to a large quantity of individuals in the hopes for a sale.
Outbound marketing includes things like direct mail, cold calling, TV and newspapers. However, pay-per-click(PPC) advertising and email marketing also fall under the category.
Frequently, consumers are not even aware of or looking for the product that’s being advertised and it’s up to marketers to develop in-depth personas of their target audience so they can understand what platforms and products users are interested in.
The average person sees 2,000 outbound marketing interruptions per day and has led to people creating more and more creative ways to block them out things like ad blocker, caller ID, email spam filters and many more.
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