THE LOWDOWN ON INBOUND AND OUTBOUND MARKETING

While there are many varied types of marketing, all serving slightly different purposes or servicing slightly different audiences, they can all largely be categorised as either inbound or outbound marketing. Outbound marketing involves reaching out to consumers proactively to try to build interest in your brand, while inbound marketing focuses on the creation of content that will encourage consumers to seek out your brand.

How does that actually translate to your marketing strategy, though? Outbound marketing is a one-way communication, generally to large audiences, with the intent of selling a product. Think traditional print and broadcast advertising, pop-up internet advertisements, and even physical collateral like posters or billboards. Many traditional outbound marketing methods, such as cold calling and flyers, are less used now, but one exception to this is email. Email allows marketers to be a little more nuanced than traditional outbound marketing and continues to be a great tool to retain customers and improve brand knowledge.

By comparison, inbound marketing offers value to consumers to bring them to your brand by solving a problem or addressing a need. Examples include web and blog content, downloadable guides or tip sheets, and social media content. Inbound marketing is a far more subtle way to reach your core consumers as they will seek you out in response to their needs, rather than casting the net wide like with outbound marketing and establishes a good reputation for you and your brand as a subject matter expert before trying to make a sale. A good inbound marketing strategy involves a strong plan and consistent stream of content but generally offers a better return on investment given its more targeted approach.

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