Your business will evolve from start-up to seasoned, and as that evolution takes place, your marketing will also need to develop. And marketing is a bedrock of your business, helping you attract and retain customers. From a small business owners perspective, it's about getting the message out there and getting those enquiries in. But how are you doing that? Are you pushing your message out there? Or are you pulling them in? These methods are also known as Outbound and Inbound Marketing.
Let's look at these two types of approaches.
Outbound Marketing
Also known as push marketing. This general advertising. Promotion is scattered as widely as possible, with generic messaging that does not target a particular demographic or customer profile.
Think cold calling, bill boards, TV/Radio, print advertising, directory listings, social media, email marketing.
For example, you have just started your business, and you need people to know you exist. You put an ad in the local paper/magazine. You might reach out to your email list and let them know your business is launched, set up your Facebook, and google my business profile. You are pushing a message out there.
Inbound marketing
Also known as pull marketing. Pull marketing allows you to create content designed to resonate with your targeted audience. When potential consumers are looking for something, you will resonate with them. Your messaging connects with them. You will need to consider aspects of your buyers' journey.
Think websites, blogs, social media campaigns, landing pages, SEO.
“Traditional marketing talks at people. Content marketing talks with them.”
For example, you have a website, and you have introduced a new service. Your existing clients have provided you with plenty of info/data to know who your ideal customer is. You create a landing page about that service with relevant SEO optimisation, content and visuals for a specific social media campaign. You are pulling prospects to you.
Push and pull can work together. You may have a regular advert in your local magazine. You may post pics and updates on your Facebook page. These regular pushes let people know that you are out there. They may not need you now, but you are competing with others who are also out there when they do. Your business will benefit from pull marketing. By understanding your customers, their journey and what they want, you can then create content and marketing messages that resonate with your target audience and place them where they can be pulled in.
Yours socially
Micala
Let's look at these two types of approaches.
Outbound Marketing
Also known as push marketing. This general advertising. Promotion is scattered as widely as possible, with generic messaging that does not target a particular demographic or customer profile.
Think cold calling, bill boards, TV/Radio, print advertising, directory listings, social media, email marketing.
For example, you have just started your business, and you need people to know you exist. You put an ad in the local paper/magazine. You might reach out to your email list and let them know your business is launched, set up your Facebook, and google my business profile. You are pushing a message out there.
Inbound marketing
Also known as pull marketing. Pull marketing allows you to create content designed to resonate with your targeted audience. When potential consumers are looking for something, you will resonate with them. Your messaging connects with them. You will need to consider aspects of your buyers' journey.
Think websites, blogs, social media campaigns, landing pages, SEO.
“Traditional marketing talks at people. Content marketing talks with them.”
For example, you have a website, and you have introduced a new service. Your existing clients have provided you with plenty of info/data to know who your ideal customer is. You create a landing page about that service with relevant SEO optimisation, content and visuals for a specific social media campaign. You are pulling prospects to you.
Push and pull can work together. You may have a regular advert in your local magazine. You may post pics and updates on your Facebook page. These regular pushes let people know that you are out there. They may not need you now, but you are competing with others who are also out there when they do. Your business will benefit from pull marketing. By understanding your customers, their journey and what they want, you can then create content and marketing messages that resonate with your target audience and place them where they can be pulled in.
Yours socially
Micala
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