An introduction to Digital Marketing. Part 2: Inbound and Outbound Strategies
If you made it this far, you are probably curious to learn about the best digital marketing strategies to grow your business and reach new customers. After our quick overview of the use of social media and web platforms to make people interested in what you offer (follow this link if you didn’t read this post yet), this post will focus on two important concepts of the advertising process: Push and Pull strategies, more commonly known as Inbound and Outbound strategies.
So, put simply, what are “Push/Outbound” and “Pull/Inbound” strategies?
If you employ a Push or Outbound strategy, you show your content to as many people as possible. The main aim is increasing the chance of reaching an audience that is potentially interested in your product or service.
A Pull/Inbound strategy, as you might guess already, consists of providing content targeted toward a specific audience, which then, later on, leads to organic engagement. In this case, the goal is to narrow your audience and focus on the people that are most likely to purchase your product or service.
Inbound and Outbound strategies in practice
When we talk about audiences, you have to realize that there is a huge difference between traditional and digital media. In digital media (social media, web pages, etc.) the audience is more active and individualized. This means that your brand talks with the customer one-to-one and that you must listen to customers and react to their needs promptly. In other words, you must use an Inbound strategy to do this effectively.
Traditional media like television, radio stations, newspapers, etc. instead have a mass audience that is essentially passive. It means that your brand must talk to the mass in a more general way and hence employ an Outbound strategy.
Traditional and Digital Marketing
Keep in mind, though, that traditional and digital marketing can effectively complement each other and achieve one common marketing goal. So, do you want to learn how to combine inbound and outbound strategies? Are you curious about digital marketing hacks? Click here to read on about Digital Marketing in the third part of this series.