A belly button is either an innie or an outie. There are no in-betweens. Some marketing gurus draw that same distinction between inbound and outbound marketing. Outbound is outmoded, they say, while inbound is indispensible. Drop out, they say, be in. No in-betweens.
We say otherwise. Both inbound and outbound marketing are effective and both work better when used together. Call us In-Betweenies: Each time we strategize the most effective way to generate leads for any client – for-profit or non-profit – the answer is always an integration of inbound and outbound tactics. Hence, integrated marketing.
Depending on the client, outbound tactics might include pushing out your message to potential customers via advertisements, sponsorships, PR, email blasts, brochures, direct mail or trade show exhibits. Inbound tactics might include pulling in potential customers by sharing your expertise via blogs, email newsletters, YouTube videos, social media and website content that you optimize for search engines.
Integrated marketing creates a whole that is greater than the sum of its parts. Each tactic is carefully planned to play a role in turning “suspects” into “prospects” by pulling them through the funnel from awareness to attraction to engagement and finally to the conversion point where they signal their readiness to buy.
If you are weighing the merits of Innie vs. Outie marketing, consider whether your organization is richer in money or in time. Outie tactics cost money but can be executed quickly. Innie tactics are “free,” but they require that knowledgeable people create a steady stream of engaging content, so they take longer to execute.
Have a marketing challenge? Call Kim Landry at 484-829-0021 or email [email protected].