Around the marketing world, you’re likely to hear a lot of talk about inbound or outbound marketing and strategies. Some individuals or agencies heavily rely on or recommend one approach over another, so you may have heard things like, “Inbound is the only way to go!”
At 3Fold, we believe both approaches have value. The key is understanding which approach matches your situation. Also, we take a slightly different tack on “outbound” marketing, instead contrasting inbound marketing with interruption marketing. You’ll understand why in a moment.
Inbound Marketing
Inbound marketing is all about reaching customers who are already interested in what you have to offer. You do this by creating valuable content and sharing it in places where your target audience is already spending their time.
For example, if you’re a financial advisor, you could create blog posts and articles about financial planning, retirement savings, and other related topics. Then, you could share that content on social media, in industry publications, and on your own website. When people find your content and read it, they’re already halfway there. They’re already interested in what you have to offer, so your next step is to show them why they should choose you over your competitors.
Here’s an example: A potential customer searches for “financial advisors near me” on Google. Your firm shows up at the top of the results page, even before the top-ranked websites, because you’re running ads on Google AdWords.
The potential customer clicks on your ad and lands on your website. They start reading your blog posts and articles, and they’re impressed by your expertise and knowledge. They realize that you’re a good fit for their needs, so they contact you to schedule a consultation.
Inbound marketing is a powerful way to attract new customers and grow your business. By creating valuable content and sharing it in places where your target audience is spending their time, you can position yourself as an expert in your field and attract potential customers who are already interested in what you have to offer.
Interruption Marketing
Interruption marketing instead works to capture people’s attention, even if they’re not actively looking for what you have to sell. You’re interrupting the prospect’s life and trying to convince him or her to check you out. This type of marketing expands the audience at the top of your sales funnel to future-proof your pipeline.
Interruption marketing is especially useful for businesses that sell intangible services, such as business coaching or project management. This is because it can be difficult for potential customers to first understand the value of your services and why they should choose you.
That is why interruption marketing is needed to:
- Raise awareness of your services
- Generate interest in what you have to offer
- Educate potential customers about the benefits of your services
- Help potential customers achieve their goals
Interruption marketing can be a powerful tool for reaching an audience that is not yet familiar with your business and what you offer. By using the right strategies and tactics, you can generate awareness, interest, and desire for your products or services, and ultimately drive sales.
Which approach is right for you?
It depends on your business goals and target audience. If you sell a product or service that people are already looking for, then inbound marketing is a great way to reach them. But if you sell a product or service that people either don’t know about or don’t know that they need, then interruption marketing may be a better choice.
No matter which approach you choose, it’s important to create high-quality content that will engage and inform your target audience.
Let’s get started.
If you’re not sure which approach is right for your business, contact us today. We can help you develop a marketing strategy that will help you reach your goals.
