Approaching marketing as a business requires you to consider several different things. Chief among those might be the form that the marketing takes – video, print, collaborative – but then there are also different types of marketing. For example, you might be familiar with outbound marketing, and how it aims to make your presence known to your audiences by drawing attention to you – regardless of whether or not they were interested in what you have to offer beforehand.
Inbound marketing is different, though. It targets people who are already looking for what you have to offer and have shown an interest in similar services – meaning that you’re in a prime position to market yourself to them.
Giving Them What They Need
Your audience members might be more likely to be interested in a service or product suggested to them that’s specifically tailored toward what they’re looking for at the time. In comparison, the outbound marketing process could present you, the advertiser, with a much more uphill struggle – as you’re not only trying to convince them why they should choose you, but you’re also trying to convey why they need the service.
This might be especially relevant when it comes to B2B inbound marketing. Other businesses might be much more likely to know what they’re looking for, which allows you to capitalize on that in a way that won’t always be as clear or obvious with non-business customers.
What About Outbound Marketing?
Does this mean that you should abandon outbound marketing completely? A holistic and considered marketing approach means that you’re aware of the benefits of different types of marketing and utilize them accordingly. Just because inbound marketing can be more beneficial in some instances, it’s important not to forget where outbound can shine.
In the previous example of B2B marketing, inbound marketing can seem more effective due to how businesses are often more active and aware of what they’re looking for. Turning this around to B2C marketing, however, you might find that having an opportunity to convince a customer as to why they need something can be beneficial in your entire approach – letting you completely control the narrative around your service.
The Results
However, you might be most interested in whether or not it works. The widespread nature of it is likely an answer enough, but it’s important to understand the results themselves to a more in-depth degree before you commit to something. Inbound marketing is arguably more subtle than outbound due to the lack of reliance on straightforward advertising, but that more subtle approach could be something that actually works in your favor – due to the distaste that a lot of audiences have for blatant adverts. However, it’s obvious that marketing itself is something that’s successful, and having a way to speak to your audiences in a more direct way about the service that you’re providing and why it’s exactly what they’re looking for could help you to market your brand without crossing over into that aggravating territory.
