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• Traditional marketing method
• Focuses on finding customers
• Marketers try to push the message far and
hope for some resonation
• Trade shows,
• Seminar series,
• Email blasts to purchased lists,
• Internal cold calling,
• Telemarketing, and
The Traditional Sales Funnel
• Uses techniques that are poorly targeted and
that interrupt people.
• Less effective and more expensive
-Tools like caller ID, spam filters blocks out
-Tools like RSS make display ads less
-Cost of production is high.
• Modern marketing method.
• Focuses on helping yourself get found by people.
• Marketers create content and tools in such a way
that people come looking for more information.
• Instead of driving their message into a crowd
over and over again, they attract highly qualified
customers to their business.
Inbound Marketing methods
• Social Media
• RSS Feeds
• Viral Videos
• Search Engine Optimization
Components of Inbound Marketing
Content - It is the information or tool that attracts
potential customers to your site or your business.
Search Engine Optimization - SEO makes it easier for
potential customers to find your content and build your
site and inbound links to maximize your ranking in
search engines, where most of your customers begin
their buying process.
Social Media - Social media amplifies the impact of your
content. When your content is distributed across and
discussed on networks of personal relationships, it is
more likely to draw qualified customers to your site.
The Modern Sales Funnel
It Costs Less - Outbound marketing means spending money - either by buying
ads, buying email lists or renting huge booths at trade shows. Inbound
Marketing means creating content and talking about it. A blog costs nothing
to start. A Twitter account is free, too. The marketing ROI from inbound
campaigns is higher.
Better Targeting - Techniques like cold-calling, mass mail and email campaigns
are notoriously poorly targeted. When you do Inbound Marketing, you only
approach people who demonstrate an interest in your content, so they are
likely to be interested in your product.
It's an Investment, Not an Ongoing Expense - When you buy pay-per-click
advertising on search engines, in order to maintain a position at the top of
Google's paid results, you have to keep paying. However, if you invest that
money in quality content that ranks in Google's organic results, you'll be
there until somebody displaces you.