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Inbound marketing trumps outbound

Posted by Michael Bloch in web marketing (Saturday May 1, 2010 )

Inbound marketing strategies are proving to be more effective and cheaper than outbound marketing, according to the “State of Inbound Marketing Report”

The report, published by HubSpot, found inbound marketing grew slightly from 2009 to 2010 (38% to 39%), while outbound marketing decreased significantly, from 29% to 24%.

Just over half of businesses are increasing their inbound marketing budgets this year, with the most common reason given being past success.

The report also says over 40% of businesses have acquired a customer from four major social media channels, the most successful medium being a company blog (46%), followed by Facebook (44%), then Facebook and Twitter (41% each)

What is inbound marketing?

I hadn’t heard the term myself until today :). From what I can make out, it’s just about getting found by customers. For example, creating content people want to read or online tools they want to use. It’s about making advertising useful and as a result, people seeking it out rather than avoiding it. A solid inbound marketing campaign consists of 3 elements:

Content – the meat of the campaign – the useful information or tool

Search Engine Optimization – with search engines being the first port of call for many consumers on any given topic, the tools or content you create need to be found.

Social Media – Hubspot says when your content is on networks of personal relationships, it becomes more authentic and therefore more likely to attract customers ready to buy.

What is outbound marketing?

Outbound marketing refers to the more traditional, old-school ways of drumming up business; such as attending trade shows, cold-calling, print and T.V. advertising, direct mail and spam. With the exception of trade shows, outbound marketing is advertising that people often try to avoid.


Read more of “State of Inbound Marketing Report” (PDF)

Pick up some search engine optimization tips

Facebook as a marketing tool

Marketing via Twitter


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