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WEB TIPS: Inbound and outbound marketing?

If you spend any time at all online you’ll note many people view outbound marketing as old style, interuptive marketing that’s no longer relevant. Not true.


March 8, 2012
by ANDREW SHEDDEN

If you spend any time at all online you’ll soon note that many people view outbound marketing as old style, interuptive marketing that’s no longer relevant.

Not true.

Online, it involves opt-in email marketing and advertising. Both can be costly, but they do offer some distinct advantages such as:

• Targeting a highly-specific audience with tightly focused online media.

• Testing small, analyzing results, and scaling up your promotion with more certainty.

• Putting together an outbound marketing campaign can be done very quickly.

• It’s the only way to nurture and develop longer-term sales opportunities

Other outbound techniques to consider are networking online through LinkedIn, using LinkedIn Inmail, and using traditional offline methods (print advertising or direct mail) to drive visitors to your website.

Inbound marketing on the web also has some advantages. It requires you to establish a presence online where you can be found by those seeking your products and services. Since they are looking for you, they’re already pre-qualified and have completed their early-stage research, so congratulations; your company has made the first cut!

Once your social media presence is established, you can provide content and build inbound links to your company at a very reasonable cost.

It’s becoming increasingly difficult to contact prospects over the telephone. So much better to have them come to you.

Andrew Shedden is the president of Broadfield Consulting, a marketing consulting firm that makes it easier for companies to grow their revenues. For new media resources and services visit http://www.broadfieldcommunications.com. For free industrial marketing resources visit http://broadfieldconsulting.com.