Inbound marketing is focusing your marketing efforts and budget toward being visible the very second someone is looking for the products or services you offer. Outbound marketing is focusing your marketing efforts and budget toward being visible to an audience of people that could potentially be interested in your products or services, but may not looking for them at that very moment.
Inbound marketing may cost more per impression, but often drives a higher click-rate, conversion rate, and ROI. Outbound marketing is generally a lower cost per impression, but also a lower click-rate and conversion rate, resulting in a lower ROI.
It’s best to invest in inbound marketing first and fully saturate your visibility and results there before you layer in outbound strategies.
The recommended inbound strategy is to invest in being visible for the very best search terms relevant to your products and services in the area you serve, then staying in front of those searchers on social media via retargeting.
Inbound channels include: Google Search, LSA, Maps Extension, Shopping
Let’s use an example. Say you sold an anti-aging supplement product for women 40+. You’d get the best results by being visible on Google Search and Shopping every time a woman 40+ searches something like “Anti-aging supplement” VS outbound targeting an audience of women 40+ and hoping they will be interested in your anti-aging supplement when you show them an ad.
So when you think about your marketing funnel, focus on inbound first on search; then retargeting those searchers on social; then once they convert nurturing them with a good sales process and email marketing; then once you sell them marketing to them to leave a review, repurchase, share with friends, etc. The most successful funnel starts with maximizing inbound visibility!
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