There has been a ton of buzz around Inbound Marketing, but what is it and how does it apply to your marketing and PR strategy? Inbound Marketing is marketing communication that happens when your audience comes to you. This includes your website, social media presence, press coverage, SEO and anything else that generates earned views or engagement. On the other hand, Outbound Marketing is advertising, media relations or any type of external communication that is bought or placed in front of your audience.
While all the rage has been Inbound Marketing, and it does return a higher ROI, your marketing and public relations strategy cannot simply rely on Inbound Marketing because the content will never get seen. For example, have you ever uploaded a video to YouTube? Without sharing to your social feeds, how many views did it get? Probably close to none. As your audience begins to catch on that you are posting relevant content, they will begin to follow, but this can take time and it costs money every time you create content.
The solution is to use your Outbound Marketing campaigns to drive users to your Inbound Marketing campaigns. While this is not a new concept for advertisers, the channels by which you can do this are much more interactive then they were just a few years ago. Facebook’s new advertising system is simple, clean and can easily drive consumers to content like what I mentioned in my previous post. We have been working with multiple brands to utilize online video banner advertisements and Narrative Marketing to drive traffic to specific sites in an engaging way. With the ability to share links and video, online news outlets gives your audiences quicker access to your content, making your media relations outreach much more valuable while improving your SEO. These methods not only scale your campaign, but also make your Outbound Marketing appear like Inbound Marketing.
The more you successfully use an integrated approach, the larger your distribution reach will be (ie. social, RSS, email opt in). This also means that you will need to spend less and less of your budget to get the same amount of eyeballs and engagement for every campaign thereafter.
I would love to hear your thoughts and comments.
- Sean Wilson