SEO Rules in Inbound vs. Outbound Marketing

SEO Rules in Inbound vs

SEO Rules in Inbound vs. Outbound Marketing

Certainly the internet has altered the way we do business today in more ways than one. Business transactions, communications and advertising methods have changed right along with it. The old ways of bringing customers through the doors are gone and new technology driven methods are the way of the landscape today.

The old way of marketing was considered "outbound marketing." Using these techniques, a business owner reaches out to a vast audience with the hope of a small percentage of them choosing to respond. Most likely, the amount of response was in the 1-3% range meaning that nearly 100% of the advertisement investment was wasted. Using outbound marketing, the goal was to grab the customer's attention, hold the attention long enough to get a message across, and then hope the message would lead the customer to take action and become a customer. This type of marketing even earned the nickname "interruption marketing" because it had to effectively interrupt you from what you were doing to bombard you with their information.

Obviously, the public has become very skilled at tuning out outbound marketing approaches. One of the most familiar and most annoying is certainly telemarketing. The introduction of the "do not call" list has made this strategy a dying art. Many companies still use outbound techniques such as trade shows, seminars, print advertising and direct mail. Although they are still used, most experts agree these marketing tactics are not where the big bucks should be spent in your marketing plan.

Today's shoppers are more in control of what information or products they want and how they get this information. Search sites like Google and changed the way people not only look for things but how they purchase them as well. A consumer sits down at their computer and in seconds can have endless options for information, products or services that they are looking for. In this case, "inbound marketing" the customer is finding you instead of you finding them.

When the customer finds you instead of you finding them, you are in a much better place with them. These customers are already interested in what you have because they came looking for you. They are already farther along in the sales process and are much more likely to actually purchase. SEO (search engine optimization) for website content, paid advertising such as Google Adwords, social media sites like Facebook and Twitter are all among the most quickly growing areas of inbound marketing.

With inbound marketing, the customer has control of what they search for and what information they choose to use and act on. Social media enables customers to see what others are saying about a product or service providing extremely beneficial referrals. SEO enables websites to be improved so that they are better able to be found by the search engines. With blogging, companies can have an interactive exchange and keep consumers updated on what is happening within their company or industry.

The old method of marketing by searching for the diamond in the rough are slowly but surely falling short of the quality of inbound marketing techniques. By aiming for a narrower and more specific audience, businesses can get better quality leads in a much more cost effective way. More leads, less spending on advertisingwhat more can you ask for?

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