Ep: 141 What is the Difference between Outbound and Inbound Marketing?

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Ep: 141 What is the difference between outbound and inbound marketing?
#ondeckwithcam Podcast Time 19:57 min in Total.

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In today’s podcast episode Cam talks about What is the difference between outbound and inbound marketing?

Key show note points include:

Hi there. Cam Roberts here, your friend in business success and marketing. Thank you very much for joining my podcast show. Now today’s show, I want to talk to you about Inbound Marketing versus Outbound Marketing. You hear those terms thrown around all the time, and I want to dive into them today and just talk to you a little bit about inbound versus outbound. What is the difference that need to be applied and how you can use them in your business and in your marketing to get a better ROI, a better return on your investment?

At a very high level, the main difference between Inbound and Outbound Marketing is that in most basic forms, Outbound Marketing tends to push people into the marketing. A banner on the side of a bus, that’s Outbound Marketing. You get a telemarketer call you at 6:00 at night when you’re having dinner. Like that’s very effective, right? Not. Who loves to be called by telemarketer at 6:00 while they’re eating dinner or 7:00 while they’re eating dinner with their family? I don’t know about you but I certainly don’t, folks. That’s a push tactic.

TV Ads are very pushy. That’s Outbound Marketing. They’re not pulling you in. They’re just pushing that on to you over and over again in anticipation that some of what they’re throwing through that particular channel will stick. Print ads in a newspaper, magazine, Outbound Marketing. They’re aiming to push you into making a decision. Conversely, if we flip that into Inbound Marketing, outbound is more interruptive. It pops up when you least expect it. They’re very pushy tactics. The TV ads yell and scream at you, type of marketing to capture your attention. They’ve got to come up with all sorts of corny ways to tell a story, to sell an ad, to create emotions. All of that is Outbound Marketing.

Conversely, Inbound Marketing is more permissive. It’s search-based. It’s using pull tactics where it’s magnetic, if you like. It can also be a two-way communication. For instance, it’s not that Facebook can be interruptive marketing, but Facebook is really Inbound Marketing because you can have a Messenger campaign in Facebook where you’re having a conversation with someone. This isn’t about Facebook marketing.

A lot of my clients and obviously potential clients want to learn about Facebook, but honest, the truth is Facebook is not the only thing you should being hanging your business on. It’s not the be all and end all. It is a marketing platform, but like all marketing platforms, you don’t want to hang your hat on it. You don’t want to hang your hat on, say, just direct mail. You don’t want to hang your hat on one yellow page ad. You don’t want to hang your hat on one load of flyers that you distributed through the local community once. You don’t want to hang your hat on one a newspaper ad that you advertised in a local newspaper once.

To the same degree, you don’t want to hang your hat just on Facebook marketing, although that is one Inbound Marketing method. I don’t want you to rush out and just do Facebook marketing. You should also be doing Google AdWords. That’s inbound. Because people right now, as you’re listening to this podcast, someone in the world, probably thousands of them, depending on what business you’re in, are looking for exactly what you’ve got online right now, and that’s inbound. That’s permissive. They’re actually looking for what you’ve got. That’s magnetic.

What’s interesting is that Inbound Marketing creates a better quality prospect or a better quality lead because it’s a two-way communication. You can create a mini website, and you can have folks end up on that mini website and offer content to them. This is where customers come to you. Many social media platforms like Facebook, Twitter, LinkedIn, you can all create Inbound Marketing campaigns. It’s based on the intention, not the platform.

Search engine. To create content online. Knowing what people are looking for is step one. If you understand what people are looking for about your business, about your service, if you can use tools like KW keyword finder, Google Analytics tools, Google keyword tools, if you can find out what people are already searching for, you can create content based on those searches so that when someone goes to the internet, the web and they type in a particular problem they have, your content pops up. When they land on your content, at the bottom of that content, you’ll have a very soft call to action about what is the next step that they need to take.

You’ve got to remember the difference between inbound and outbound is this. If I’m looking for a local gym, if I’m looking to get fit and I want a personal trainer. I’m 46 at time of recording and I’ve packed on a few kilos. If I’m looking for a personal trainer to help me, what do you think I’m going to be more likely to be converted on? A process where I go online and I type in fitness for 40-year-old males or fitness for 50-year males or 46-year-old fitness programmes or middle age programmes for men, middle age fitness programmes for men or whatever I’m searching. I would go and … If you’re a personal trainer, you would find out what I’m searching for.

I’m just assuming this, and I’m guessing it, but I would go to Google and I’ll type in something to do with my age, to do with the word fitness. It might be some sort of strength and conditioning programme for 40s-plus. Whatever that keyword phrase is, what do you think I’m going to have better success with as a prospect? Am I going to be a better qualified prospect if I go searching for this and I find a site myself and I come across this site and I leave my information on this site? Am I going to be a better prospect if I’m sitting at home and having dinner and a telemarketer rings me up wanting to send me a gym programme or a personal training programme for eight weeks? Which do you think is going to put me in a better position as a prospect and make me more qualified?

Well, obviously the Inbound Marketing method does because it’s a two-way communication. I’m the one creating the initial step, and then the company or the business creates the second communication.

It’s very important that you understand the different channels and how they’re used and how you can use them to communicate to your audience effectively so that you can create an Inbound Marketing campaign that’s suited for your business and not to hang your hat just on one type of platform or one type of advertising platform or one advertising channel. That would be a big mistake.

The goal for your Inbound Marketing, and that’s the preferred model that I teach my coaching clients and mentoring clients, the goal for Inbound Marketing is to create valuable content and valuable information based on what people are already searching for that’s going to attract them to your business. This is done by setting up a wide variety of assets online, and they’re waiting for those interested potential leads and prospects to find you. These can include articles that you write on your own website. It can be paid advertising or advertising that you use in things like Taboola and Outbrain. They’re very good ways to get your content magnified. It can include dynamic social media presence.

This podcast is an Inbound Marketing method. You’re listening to this podcast and, look, some people after listening to this podcast will reach out and ask me for a strategy call and become clients. They’ve heard the podcast. They’ve listened to half a dozen episodes. Some people have listened to hundreds of episodes. We’ve got some great reviews on our podcast programme. This podcast is an Inbound Marketing method.

You’ve got to pick what method suits you so you can readily have information available for people to consume. That’s valuable information. Again, like what I’m doing here on my podcast programme, I’m giving valuable information away for free, in exchange for you to better educate yourself and to be better informed about the different types of Inbound Marketing versus Outbound Marketing and which one is better. You’ll listen to this and you go, “You know what? This guy knows what he’s talking about. This makes sense. I wonder if he could teach me how to do that in my business and how to all of this up and implement this in my business.” As I said, a percentage of people will reach out and get my help based on the podcast.

For you, if you’re not into podcasting, you might prefer video. You can do Facebook Live videos. You can do YouTube videos. If you don’t like videos or podcasts, well, then, it’s content that you can write on your website. You can share on LinkedIn. You can create valuable e-books and valuable content. There’s more ways to skin this cat.

Some of the other Inbound Marketing methodologies is to make sure that your web pages rank well on SEO, search engine optimization, on Google. That is to make sure you’re using the proper keywords for your alternate tags and your images, to make sure that you have what we call pillar posts. A pillar post is a main theme that you know, based around the keywords, that you know people are searching for.

In our business, we’ve recognised that one of the things that we do really well is we help people with Infusionsoft. There are three things that we do really well in our business, our agency level business, and that is we help people with Infusionsoft. We help people with HubSpot. Also, we help them with their Inbound Marketing. What we’ve identified is that we target people that are looking for HubSpot and Infusionsoft support and help.

There are certain keywords that we’ve found and we’ve created pillar posts based on those keywords in that one post. We write a thousand-word post. We add videos. We add pictures. That becomes our pillar post. Imagine a spider web, if you like, and the pillar post is in the middle of the spider web. What you do, you create topic clusters that are based around the same theme of the pillar post. They form the branches of the spider web, if you like. You see you’ve got one up the top, one to the right, one down the bottom, one to the left, and they join up. You’ll have your pillar post in the middle, then you’ll have your topic cluster number one, still based on the same keyword. Then, you’ll have topic cluster number two, still based on the same keyword theme.

Number three and number four and number five and number six … and you create these topic clusters. Instead of having one piece of content, instead of hanging your hat on one page, just like I said with Facebook, you don’t want to hang your hat just on Facebook advertising. The same with content marketing. You don’t want to hang your hat on one blog post. That’s not it. That’s not a winner. What you want to do is you want to create these pillar posts and then what you want to do, you want to create these topic clusters, and that’s going to help the search engines find your content better and allow you to rank in a better position on Google.

Watch this. When people visit these pillar posts and they visit these topic clusters, you’ve got to have additional valuable content for them to take that next step. Things like e-books, videos, podcasts, webinars, and other similar extensions of that original information that they can consume because the more you can offer them, the more steps you can get them to jump through, the higher quality that lead becomes.

You’ve got to make sure that all of your content has some sort of call to action. When they visit your page, when they listen to your podcast, what’s the call to action? What do you want them to do next? Is it some sort of discount offer? Is it a call to action for a review, a website audit, some sort of assessment in your business, some sort of consultation call? What do you call it in your business? There’s many ways to create that content.

Also, email and SMS marketing, email marketing, SMS mobile marketing are also ways to create Inbound Marketing methods and are both very effective tools for nurturing ongoing relationships with people who, for whatever reason, have already joined your list, and they’re a great way. The way that I teach my clients is that after you’ve created that pillar post, after you’ve created that content of the topic clusters, you now have content to share to your email marketing list.

There’s a percentage of people who are listening to this right now who have been on my email marketing list, who are now listening to this podcast on Inbound Marketing methodologies. I’m teaching them, even though they’ve consumed different content before. Some of them are current clients. Some of them are previous clients. I’m offering additional value based on what I know and what I’m great at, and that is Inbound Marketing and helping people understand how to take the next step, what to do next? Creating content is great. Getting those e-books, doing the podcast, email marketing, all of these things are going to help you position your company and your business better in that space where people are looking for and allow you to be more magnetic to your ideal prospects.

As I said, one of the platforms that we love is HubSpot. There was a report done in 2013 by HubSpot. What’s interesting is in this particular report, amongst other things, 79% of companies that produce content report a positive ROI, return on investment on their content, and 57% of marketers who write content and who publish a blog monthly acquired a customer directly from their blog.

Here’s the thing. You don’t have to pay for any advertising. All you’ve got to do is create some content. Create a blog and then monthly, you can potentially get a new lead based on that blog. You need to know how to get that blog into a topic cluster and a pillar post and have it rank really well on Google.

The last thing I want to share with you is that 77% of businesses that market directly to consumers have acquired a customer with Facebook. You see? Again, it’s not hanging your hat on Facebook. It’s not hanging your hat on blogging. It’s not hanging your hat on podcasting. You want to make sure that you’re doing a good scale of all three or all of the Inbound Marketing methods. That is the best way to grow your business.

The best news about Inbound Marketing is that compared to traditional marketing, it’s actually less expensive. Sure, it takes time for me to create these podcasts, but you know what? I’ve already got the podcast platform set up. I’m already paying for hosting. I’m already paying for the podcast. The more podcasts that I can push out, the more people that listen to this, the more people that want to reach out and find out more about what I do and how I help people and want to join the coaching programme and things like that.

That’s what you should be doing in your business. Trying to figure out, what is the best marketing strategy? What is the best Inbound Marketing methods that I can use to align with my potential prospects and customers so that you can get a better return on your investment in your business?

To recap, inbound versus outbound, which one should you choose? Well, it’s my recommendation you should always choose Inbound Marketing. You’ll get a better return on your investment. There is a decline in Outbound Marketing due to the fundamental shift in the way consumers are behaving. The buyer is in complete control of the buying cycle. It just makes more sense to have an Inbound Marketing methodology. Create your podcast. Create your books. Create your white papers. Create your blogs. Do you infographics. Create your content. Share all that on your social media. Share it with your email list. Share it with your SMS list.

Be that person that offers valuable content, valuable insights, valuable information, and you can be that perfect inbound marketer so that you can attract more highly qualified leads, get better clients and start growing your business.

All right, well, that’s a wrap for me. If you want more information about becoming a great inbound marketer and if you want to be shown how to do this, as I said, I do run a coaching programme. I’d love to help you. If you want to know more about that, you need to book a strategy session with me. Wherever you are listening to this from or wherever you are listening to this from this podcast to, what I want you to do is go to camroberts.com.au. That’s camroberts.com.au. You’ll see up on the top of the page, there is an opportunity for you to book a strategy session with me.

When I do these strategy sessions with people, it’s a very simple process. I just ask them a little bit about their business. I find out what’s working at the moment and what’s not, and then I give them the opportunity to move forward and become one of my clients. If that’s you, if that’s something that you’re interested in, as I said, go to camroberts.com.au, and I look forward to speaking to you soon in my next podcast programme.

 

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Cameron Roberts
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Cameron Roberts

Mentor, Motivator, and Marketer at C.A.M. ROBERTS Enterprises Pty Ltd
As a Marketing Coach and Business Mentor, Cam works with Consultants & Service Professionals to Build Successful Businesses. He is a leading Direct Response Marketer, Inbound Marketing Expert, Podcaster, Award Winning Speaker, and Multi-Award Winning Business Owner. When he is not teaching others how to achieve success quickly, you can find him with his family, or walking his Golden Retriever, "Summer"
Cameron Roberts
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