Guest post from Luchy Edwards, Digital Marketing Specialist at Hudson Digital in New York.
Outbound marketing is familiar to all of us as “advertising”. It's a one way stream of information hoping to connect with an anonymous audience. Outbound marketing includes direct mail, TV and radio ads, a booth at a tradeshow and cold-calling.
Digital Inbound Marketing is quite different. It's very flexible, much more interactive and can be powerfully effective when done properly. One of the most important strengths of inbound marketing is that it's based on the concept of “opt-in” communications: where a prospect has provided their contact information at some point in your company's interaction with them in a manner which permits you to send them information chiefly via email and which can result in conversations."In fact, it's its core strength: the ability to create conversations – two way communication between you and your prospects. They're not anonymous, and you grow to learn more about individual preferences and areas of interest with each interaction".
Further, you can move prospects (using Marketing Automation tools) more rapidly to sales by nurturing them with information that is relevant to their business needs, while at the same time establishing yourself as the authority capable of helping them.
It's fairly well known that digital marketing succeeds best when deploying different messages to different segments, or “behavioral groups”. Inbound marketing makes a science of this deployment, and here's how...