Head of Editorial Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K
September 6th, 2018
Although we’d like the answer to this question to be “anyone,” there are simply too many variables in play to say that your company should use inbound marketing without knowing more.
Fortunately,mostanyone should be able to plan and execute a successful inbound marketing campaign.
In order to settle the great inbound vs. outbound debate, you’ll need to consider a few things.
First, what are the goals of your marketing campaign?Do you want to build brand awareness, establish yourself as an expert, or break into new audience segments?
Second, who are your intended customers?What’s the most effective way to reach them and to appeal to them? Are they proactive self-starters who want to do their own research, or do they want to speak to a real person who’s an expert before buying?
Third, what is your company like?Which industries are you in or do you want to be in? What are the prevailing marketing methods among your competitors? Do you primarily make B2B or B2C sales? How big is your marketing budget, and do you prefer operating or capital expenses?
Answering these questions will give you a much clearer picture of the right strategy for you. Before we move on, though, it’s good to note that you don’t have to take a side and declare war. Many companies are starting to see the benefits of “allbound marketing,” which combines inbound and outbound techniques within a single campaign.
Continuing to use outbound can help you reach more audiences and make up for some of the disadvantages of inbound: for example, being too dependent on leads and taking a long time to build a content backlog.