The most successful marketers have one thing in common—a laser-like focus on what they want to accomplish. This has never been truer than it is today.
While in the past marketers had only a few ways to market their products or services or promote their brand that is no longer the case.
Modern day marketers find themselves in a much different situation. The options available to market their products and services are virtually endless–social media, podcasts, blogs, content creation, radio and TV ads, print ads, white papers, cold calling, SEO. So what’s a marketer to do?
It all comes down to focus. Today’s marketers must focus on what they want to achieve with their marketing efforts. They either want to draw people to their business through inbound marketing or they want to get their message out to as many people as possible through outbound marketing.
Inbound marketing uses things like social media marketing, content creation and SEO. This type of marketing allows a business to be seen as a thought leader in their industry. And when a prospect is ready to make a purchase, he or she naturally is drawn to that business.
Outbound marketing is a more traditional form of marketing. Businesses who use outbound marketing want to get their name in front of the largest amount of people possible. They want to build brand awareness and so employ tactics such as cold calling, direct mail, and print and broadcast ads to do just that.
There are pros and cons to both of these methods. Inbound marketing requires patience as it takes time before results are achieved. Outbound marketers usually see faster results but those results are often short-lived.
As a marketer, it is important that you decide which technique fits best with your business model remember that if you choose to concentrate on inbound marketing that doesn’t mean you can’t throw in a print ad every once in a while. In general, however, it is important to concentrate on either inbound or outbound since the best results are achieved this way.
Finally, in order to decide between inbound or outbound marketing you need to look at your target audience. Decide which method aligns with that audience. Inbound marketing is usually best for businesses who really know their target audience. While more budget friendly, inbound marketing does require more time to see results. Consumers usually find this type of marketing less intrusive.
Outbound marketing is more costly but reaches a much larger audience. It is often preferred by businesses that are trying to get on the map. Outbound is often preferred by older consumers, B2B customers and when larger purchases such as cars are involved.