Work Smarter Not Harder: The Shift from Outbound to Inbound Marketing.

SPROUT Content Contributor

Written by SPROUT Content Contributor on Thu, Oct 25, 2012

SPROUT Content is an inbound marketing agency that specializes in performance content for businesses in "unglamorous industries."

inbound marketing statsWith the tremendous rise in online resources available, your customers and clients are empowered with information at their fingertips. People can choose what information they receive online and have dozens of sites, blogs, reviews and news items to lead them to a purchasing decision.  In fact, according to The Media Audit, 1/3 of US consumers spend at least 3 hours online every day. Is your company creating enough of the right type of content to pull these clients in when the time is right?

Why Shift to Inbound Marketing?

Businesses that grasp the power of inbound marketing are seeing huge benefits. They are saving money, getting more leads from their websites and creating stronger, authentic relationships with people along the way.

For starters, inbound marketing tactics are less costly than traditional outbound marketing. In fact, according to Hubspot, inbound marketing costs 62% less per lead than traditional, outbound marketing. Also, the “throw it to the wall and see if it sticks” approach to outbound tactics like billboards, direct mail, and telemarketing is expensive and difficult to monitor. Thanks to a growing desire to research and review information online, companies that self-publish can shift their budgets away from traditional and “interruption” advertising to marketing with content. Where outbound stems from “buying their way in,” inbound guides marketers to proactively “earn their way in” to acquiring clients.

How Do I Shift to Inbound Marketing?

the shift from outbound to inbound marketingIt all boils down to earning your prospects attention, leading the right people to your website and becoming more accessible.

1. Blogging.

    A website without fully an optimized blog is missing out on the opportunity to share your expertise, educate consumers and drive traffic & leads. Plus, B2C companies that blog generate 88% more leads per month than those who do not according to Hubspot’s State of Inbound Marketing Report.  We’ve seen amazing results from blogs as well.

    2.  Social Media.

      Having an active social media account on sites such as Facebook, Linkedin, & Twitter is no longer “nice to have” it’s a “must have.” Simply setting up a profile isn’t enough either. You have to actively create and share content and engage with people on a consistent basis in order to see results and build relationships.

      3.  Lead Generation Tools.

        Your website should not only offer good content but inspiring calls to action that lead to free content incentives such as e-book downloads with even more helpful information.  When people are inspired to take action on your site and fill out a form to receive valuable content, you start to see a clear picture of who is interested in your products and services.

        4.  Lead Nurturing.

          Inbound marketing gets leads in the door, but those relationships must be built, nurtured, & tended to over time. Remember Rome wasn’t built in a day.

          5.  Search Engine Optimization.

            If you’re not ranking well for the right keywords - the words used to describe your product/services - then chances are, potential clients are not finding you either. Good rankings are essential to successful online marketing tactics

            For more information on the shift from outbound to inbound marketing download our free eBook, “Work Smarter Not Harder: 5 Marketing Strategies That Will Help Generate Qualified Leads to Your Website.”

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