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Inbound Marketing vs. Outbound Marketing

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From our training webinar series on January 26, 2012. …

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.


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  • 1. INBOUND VS. OUTBOUND MARKETING The Content Squad Training Webinar Series January 26, 2012 thecontentsquad.comThursday, January 26, 12
  • 2. How are you growing your business?Thursday, January 26, 12
  • 3. How are you growing your business?Thursday, January 26, 12
  • 4. 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
  • 5. • 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 onlineThursday, January 26, 12
  • 6. “ “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 magazineThursday, January 26, 12
  • 7. OUTBOUND MARKETING • Print Advertising • Television Advertising • Radio Advertising • Cold Calling • Trade Shows • Email BlastsThursday, January 26, 12
  • 8. 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 advertisingThursday, January 26, 12
  • 9. “ 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
  • 10. INBOUND MARKETING Any marketing tactic that relies "on earning people’s interest instead of buying it." (Source: Wikipedia)Thursday, January 26, 12
  • 11. Inbound marketing is about creating and delivering relevant, remarkable, anticipated messages to people who actually want to get them.Thursday, January 26, 12
  • 12. CREATING CONTENT • 1/3 of US companies use blogs for marketing purposes • Companies that blog get 55% more website visitorsThursday, January 26, 12
  • 13. B2B marketers are shifting their budgets ! toward inbound marketing. “I WILL INCREASE MY INVESTMENT IN THIS MARKETING TACTIC THIS YEAR.” 69% 60% 60% INBOUND 49% OUTBOUND 40% 32% 24% 22% 15% 14 SOURCE: MARKETINGSHERPA, OCTOBER 2010Thursday, January 26, 12
  • 14. More than half of marketers increased ! their inbound marketing budget in 2011. 54% 35% 11% INCREASED BUDGET NO CHANGE DECREASED BUDGET 15 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011Thursday, January 26, 12
  • 15. The average budget spent ! on company blogs ! “THE PORTION OF MY MARKETING & social media has nearly ! BUDGET ALLOCATED TO SOCIAL MEDIA & OUR COMPANY BLOG IS...” doubled in two years. 17% 9% 2009 2011 16 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011Thursday, January 26, 12
  • 16. Thursday, January 26, 12
  • 17. Inbound marketing costs 62% less " per lead than traditional, outbound marketing. OUTBOUND: AVG COST/LEAD: $373 INBOUND: AVG COST/LEAD: $143 18 SOURCE: HUBSPOT, 2011Thursday, January 26, 12
  • 18. Inbound marketing tactics ! don’t just generate leads. ! They generate revenue. “OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.” 57% 57% 48% 42% COMPANY BLOG LINKEDIN FACEBOOK TWITTER 19 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011Thursday, January 26, 12
  • 19.   3 out of 4 inbound marketing channels cost less than ! any outbound channel. “THIS LEAD-GEN TACTIC IS BELOW AVERAGE COST.” 55% 47% 39% 36% INBOUND 33% OUTBOUND 27% 19% BLOGS SOCIAL MEDIA SEO TELEMARKETING DIRECT MAIL PPC TRADE SHOWS 20 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011Thursday, January 26, 12
  • 20.   Outbound marketing costs more. “THIS LEAD-GEN TACTIC 47% IS ABOVE AVERAGE COST.” 29% 27% INBOUND OUTBOUND 21% 13% 13% 9% TRADE SHOWS PPC DIRECT MAIL TELEMARKETING SEO SOCIAL MEDIA BLOGS 21 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011Thursday, January 26, 12
  • 21. • 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 TwitterThursday, January 26, 12
  • 22. Thursday, January 26, 12