INBOUND VS. OUTBOUND MARKETING The Content Squad Training Webinar Series January 26, 2012 thecontentsquad.com Thursday, January 26, 12
Inbound Marketing vs. Outbound Marketing
Jan 20, 2015
From our training webinar series on January 26, 2012.
What do we meant by inbound marketing? Content driven marketing strategies and methods that leverage “the World Wide Web” by attracting the right people to your business. These strategies and methods include blogging, social media, search engine optimization (SEO), permission email marketing, content offers, and more.
This webinar dissects the differences between the traditional, outbound marketing model and the inbound marketing model.
What do we meant by inbound marketing? Content driven marketing strategies and methods that leverage “the World Wide Web” by attracting the right people to your business. These strategies and methods include blogging, social media, search engine optimization (SEO), permission email marketing, content offers, and more.
This webinar dissects the differences between the traditional, outbound marketing model and the inbound marketing model.
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INBOUND VS. OUTBOUNDMARKETING
The Content Squad Training Webinar SeriesJanuary 26, 2012
thecontentsquad.comThursday, January 26, 12
How are you growing your
business?
Thursday, January 26, 12
How are you growing your
business?
Thursday, January 26, 12
OUTBOUND MARKETING
The strategy of pushing a message out far and wide hoping it resonates. Advertising to the many in hopes of persuading the few.
Thursday, January 26, 12
• More than ¾ of all US adults are online.
• One third of US consumers spend >3 hours online every day.
• 52% of adults in our country are on Facebook
• 93% of marketers use social media for business
• 10.3 billion searches are made on Google every month
• 78% of internet users search for products and services online
Thursday, January 26, 12
““The internet has turned what used to be a controlled, one-way message into a real-time dialogue with millions.”
~Danielle Sacks, in Fast Company magazine
Thursday, January 26, 12
OUTBOUND MARKETING
• Print Advertising
• Television Advertising
• Radio Advertising
• Cold Calling
• Trade Shows
• Email Blasts
Thursday, January 26, 12
CHANGING (CHANGED?) WORLD
• 300,000,000 US Citizens
• 200,000,000 are on the FTC do not call list
• 86% of people say they have skipped or fast-forwarded through TV ad
• 44% of direct mail is never opened
• In 2010, there was a 46% decline in trade show spending
• 84% of adults age 25-34 have left a website because of intrusive or irrelevant advertising
Thursday, January 26, 12
“Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in and be what people are interested in.”
~ Craig Davis (Chief Creative Officer, world’s 4th largest ad agency)
Thursday, January 26, 12
INBOUND MARKETING
Any marketing tactic that relies "on earning people’s interest instead of buying it."
(Source: Wikipedia)
Thursday, January 26, 12
Inbound marketing is about creating and delivering relevant, remarkable, anticipated messages to people who actually want to get them.
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CREATING CONTENT
• 1/3 of US companies use blogs for marketing purposes
• Companies that blog get 55% more website visitors
Thursday, January 26, 12
69%
60% 60%
49%
40% 32%
24% 22% 15%
14
B2B marketers are shifting their budgets !toward inbound marketing.
“I WILL INCREASE MY INVESTMENT IN THIS MARKETING TACTIC THIS YEAR.”
SOURCE: MARKETINGSHERPA, OCTOBER 2010
INBOUND OUTBOUND
Thursday, January 26, 12
More than half of marketers increased !their inbound marketing budget in 2011.
15 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
54%
35%
11%
INCREASED BUDGET NO CHANGE DECREASED BUDGET
Thursday, January 26, 12
The average budget spent !on company blogs !& social media has nearly !doubled in two years.
16 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
9%
17%
2009 2011
“THE PORTION OF MY MARKETING BUDGET ALLOCATED TO SOCIAL MEDIA & OUR COMPANY BLOG IS...”
Thursday, January 26, 12
Thursday, January 26, 12
18
Inbound marketing costs 62% less "per lead than traditional, outbound marketing.
INBOUND: AVG COST/LEAD: $143
SOURCE: HUBSPOT, 2011
OUTBOUND: AVG COST/LEAD: $373
Thursday, January 26, 12
Inbound marketing tactics !don’t just generate leads. !They generate revenue.
“OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.”
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
57% 57%
48%
42%
COMPANY BLOG LINKEDIN FACEBOOK TWITTER
19
Thursday, January 26, 12
3 out of 4 inbound marketing channels cost less than !any outbound channel.
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
55%
47%
39% 36%
33%
27%
19%
BLOGS SOCIAL MEDIA SEO TELEMARKETING DIRECT MAIL PPC TRADE SHOWS
INBOUND OUTBOUND
20
“THIS LEAD-GEN TACTIC IS BELOW AVERAGE COST.”
Thursday, January 26, 12
Outbound marketing costs more.
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
47%
29% 27%
21%
13% 13%
9%
TRADE SHOWS PPC DIRECT MAIL TELEMARKETING SEO SOCIAL MEDIA BLOGS
INBOUND OUTBOUND
“THIS LEAD-GEN TACTIC IS ABOVE AVERAGE COST.”
21
Thursday, January 26, 12
• 67% of B2C companies and 41% of B2B companies have acquired a customer through Facebook
• 57% of businesses have acquired a customer through their company blog
• 42% have acquired a customer through Twitter
Thursday, January 26, 12
Thursday, January 26, 12
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