Inbound means “inbound”. The concept of “inbound marketing” first appeared in 2005, and is attributed to one of the heads of the marketing platform HubSpot.
In the classical sense, inbound marketing is a product promotion strategy that works on the basis of creating useful content. The owner invests money in generating information materials to attract more visitors to the site.
Let's imagine that there is a new Facebook account shop with quality goods. It has no audience, the competition in the niche is high - it is difficult to get even a few new customers. In such a situation, the owner has several options for solving the problem: advertising or content marketing .
An advertising campaign can bring in regular customers, but to increase the volume of orders, you will have to constantly spend money on posting in thematic communities. If the budget is small, the payback of the project will be questionable.
The content marketing option can bring more profit in the long run. It is unlikely that you will get 200 clients from one article in arbitration media, but the project will make a name for itself. If you twitter data maintain activity on a regular basis, brand recognition will grow.
The main principle of inbound marketing is to focus on the benefits for customers. Content helps solve important problems and they simultaneously get acquainted with the store's assortment. With this approach, the probability of successful conversion is quite high.
Inbound marketing works in 3 stages:
audience attraction;
capturing attention;
problem solving.
In the example with the account store for arbitrageurs, you can give visitors useful life hacks to speed up moderation and bypass blocking on Facebook. They will understand that the brand works for the benefit of customers and will want to get acquainted with the product catalog.
What is outbound marketing
Outbound marketing is the complete opposite of inbound marketing. It is a traditional method of attracting an audience, which is used by projects in any niche. The product owner focuses on maximum advertising coverage and expects to recoup the costs of attracting traffic.
Outbound marketing is implemented through cold calls, email newsletters, advertising posts on social networks, and placement of promotional materials in the media. The channels can be any, but they have one goal - lead generation.
With a budget for buying advertising, it is easier for a product owner to launch outbound marketing. In this case, there is no need to invest in content that may not pay off.
In the example with the online store of accounts, the owner will go the other way. He will invest $300-500 in buying advertising posts. And then he will launch campaigns on Facebook, Instagram and VKontakte. If he is lucky, he will be able to get a certain number of leads.
If we are talking about a business with a regular audience, the costs of promotion can be low. You can launch an email newsletter to your contact base or constantly remind people about yourself in the Telegram channel.
Outbound marketing most often does not take into account the interests of clients. The method works due to maximum coverage. The sales funnel consists of 1-2 steps and there is practically no warming up of clients.