作为全服务营销机构的首席执行官, I’m frequently asked about inbound and outbound 市场营销 strategies and tactics. 我应该用哪一个? 哪一种更贵?? 哪一个对我的生意最有利?
While most people associate “inbound 市场营销” as a more current term and “outbound 市场营销” as a more traditional, 它们都存在了几个世纪. The difference between 市场营销 the last 10-15 years and previously is the inclusion of the internet and the digital channel opportunities 市场领导者 must now navigate. (参见我们的文章“现代营销总监”)
At the core of inbound 市场营销 is an effort for a business to produce thought leadership content of various types, all geared toward earning the attention of a prospective customer. 通过各种策略和渠道，比如 搜索引擎优化, 扫描电镜, 社会广告, 有机的社会影响和其他, this content is distributed in hopes of intersecting with your target audience and ultimately providing them with value and a “solution” to address a “problem” they may be experiencing.
Take this article you are reading right now as an example. It is our hope that a) you are our target audience and b) this is providing you with incremental value, causing you to remember and possibly consider 伟德平台horse 市场营销 for your needs. Perhaps you initially saw this article and the above fancy graphic on our social channels, 从同事那里分享, 通过搜索引擎或其他方式. Now that you’re reading the article and have shown interest, our goals are for you to click on our Request a Consultation CTA, 从而“转化”为漏斗顶部的前景.
在理论上, our only incremental costs to generate this lead are the time and expense to write this article, 然后在我们的网站上发布和优化, distribute through our channels and potentially back it with a small budget to boost exposure.
While the above is a simple lead-gen example, we’ve helped many 市场领导者 and businesses strategize and execute inbound 市场营销 campaigns. We help them establish and boost lead-gen results over and over and over again. When done correctly, inbound 市场营销 offers numerous benefits, such as:
– Helps increase 搜索引擎优化 efforts, thereby attracting more attention
– Builds your brand equity in a thought leadership context
– Enables prospects to engage with your brand at their time of need
I mentioned that inbound 市场营销 has been going on for many years, 比我们经常伟德平台的过去5-7年要长得多. People and businesses have been practicing the dissemination of “content” as a way to provide value and persuade an audience to take action for hundreds or thousands of years. 无论是在出版物上的一篇专家建议文章, 白皮书和案例研究邮寄给目标受众, 或者只是门厅里的一张传单, 长期以来，入网营销一直被证明是有效的, 长时间.
海外市场营销, 通常被称为"中断营销", is a more traditional form of pushing an advertisement in front of a target audience whether they have chosen to see it or not. 电视和广播广告, 片头广告视频, 直接邮件, 贸易展览, 电子邮件爆炸, 横幅和展示广告, 广告牌, 报刊广告, 无约电话, and contextual ads are all examples of outbound 市场营销.
这种形式的营销几乎无处不在. 在你下次开车上下班的时候, look and listen — you’ll likely notice hundreds of outbound advertisements vying for your attention and action. And while 市场营销 budgets continue to trend upward toward inbound strategies, 对外营销策略继续占据主导地位. As “digital” as we have become with creating strategies for our clients, 对外投资仍然是一种非常强大的引导渠道.
而许多人则对入境游的低CPL表示赞赏, you must always keep your eye on the quality of those leads and how they translate to your bottom-line CPA. 我认为很多出站战术, 而更昂贵(更高的CPL), produce a far greater quality of lead at a later stage in the buyer’s journey, thereby ultimately leading to a stronger win rate and lower CPA. When you also consider the often hidden “waste” costs associated with low-quality leads, 你可以看出为什么一个坚强, 有针对性的对外战略可以非常有效.
I’ve seen many articles suggest that outbound 市场营销 is old or expensive and that you should solely move to inbound 市场营销. Admittedly, a few years back I drank a few gallons of the inbound 市场营销 Kool-Aid. 读完了这本催人奋进的书 Inbound 市场营销: Attract, Engage, and Delight Customers Online, my belief toward the values of inbound 市场营销 had strengthened to a high level.
However, if done properly, both outbound and inbound can work in unison, fully supporting each other. Strong outbound advertising or tradeshow efforts are fully supported by a strong thought leadership content strategy while your inbound traffic can be strengthened by a strong outbound brand presence.
In the end, you should do what works for your specific growth needs. 如果你的目标受众非常小且明确(1,000年或更少), you may find better results and a shortened sales cycle by focusing most of your efforts into outbound 市场营销. 如果你是一个交易量大的企业, a long-term inbound 市场营销 program will most likely produce cost-effective and successful results.
A combination of inbound and outbound 市场营销 is important, not one or the other. 你可以有一个很好的对外营销策略, but if the content that you’re leading them to does not reflect the proper brand messaging, 你很快就会失去它们.
伟德平台horse 市场营销 exists to help 市场领导者 and brands create strong branding, 市场营销, 和广告策略. If you think we may be of use to your team, please feel free to reach out for a free consultation.