From email blasts to search engine optimisation or just good old-fashioned cold calls, there are lots of online marketing techniques you can use to promote your business and generate leads. But every lead generation method ultimately fits into one of two categories: inbound marketing or outbound marketing.
One of the first things we do when we start working with a client is ask them what their goals are.
We all have goals and KPIs for our organisations. Whether we’ve set them ourselves, or they’re passed down from a board, or management, these goals help us understand if we’re succeeding, if we’re winning our marketing battle.
With the rise of smartphones, “conventional” marketing agencies sales tactics, such as cold calls and email blasts, are no longer the best way to convert leads into customers. Instead, smart companies are focusing on inbound marketing. This technique, popularised by HubSpot CEO Brian Halligan, aims to draw customers to your product or services via inbound efforts such as content digital marketing, social media and SEO tactics.
Though Halligan certainly helped evangelise inbound marketing tactics, it is worth pointing out that inbound marketing is essentially synonymous with “permission marketing,” a phrase coined by Seth Godin in his 1999 book of the same title. According to Godin, the best way to earn a customer’s attention is by treating them with respect. Inbound marketing follows the same method. Instead of traditional marketing, forcing paid advertisements onto customers, inbound marketing focuses on an improved customer experience by building trust and offering customers valuable information.