In recent BtoB sales, there is a tendency to avoid traditional telephone sales, sales by visiting customers without prior appointment, and push-type sales (see
).
In marketing, push-type marketing is called outbound marketing, pull-type marketing is called
inbound marketing
.
“Content marketing,” which refers to activities to attract customers by disseminating content, has been heard a lot in recent years, and is considered a part of “inbound marketing.”
This time, we will clarify the differences between inbound marketing and outbound marketing, and consider how best to plan marketing activities in the future.
Inbound marketing is gaining attention
In the modern era where the internet and mobile devices are widespread,
89% of users consider purchasing a product or service on a website (from
https://www.leadplus.net/blog/inbound-and-outbound-marketing.html
)
It seems that there is data that says.
With traditional outbound marketing, it has become difficult to convey the information your company should provide to users.
Inbound marketing is expected to become mainstream in this situation.
Inbound marketing and outbound marketing
“Outbound marketing” is a marketing measure in which sellers make push approaches to potential customers, such as advertising and exhibitions, to an unspecified number of targets.
On the other hand, “inbound marketing” is a marketing strategy that involves disseminating useful information through owned media (homepages), seminars, social media, etc. to have potential customers proactively choose and find you.
The features of each are
◆Outbound marketing
- It is possible to see results in a short period of time
- Easy to predict results against budget
◆Inbound marketing
- Can be done even on a low budget
- Continuous results can be expected as content becomes an asset.
Inbound marketing has hidden potential
According to HubSpot, a company that provides integrated marketing software for inbound marketing,
Inbound marketing generates 3x more leads at 62% less cost than outbound marketing (from
https://www.leadplus.net/blog/inbound-and-outbound-marketing.html
)
It seems that there is a survey result.
The key to practicing inbound marketing is to
have potential customers discover your company’s content
.
As mentioned at the beginning, the idea of “content marketing,” which is a part of “inbound marketing” and refers to activities to attract customers by disseminating content, is useful.
By spreading content such as on social media such as Facebook and Twitter and strengthening SEO measures, we will create an environment where potential customers can find you.
We help potential customers
discover your company’s content, feel its appeal, and even convert them into customers
. (
What is lead nurturing? See explanation of meaning, method, and four processes
)
It is necessary to take advantage of the advantages of inbound marketing and outbound marketing and combine both.
We ourselves are implementing both outbound and inbound measures, and based on that experience, we have released a service called “HR Marketing”.
▼“HR Marketing”
summary
◆In marketing, sales and push types are called outbound marketing, and attraction and pull types are called inbound marketing.
◆“Content marketing,” which refers to activities to attract customers by disseminating content, has been heard a lot in recent years, and is a part of “inbound marketing.”
◆The key to practicing inbound marketing is to have potential customers discover your company’s content and feel its appeal. It is necessary to take advantage of the advantages of inbound marketing and outbound marketing and combine both.