What if instead of a marketing campaign that you hope finds new prospects and customers or clients, your online marketing campaign is designed to have them find you? Inbound marketing is just that, marketing focused on being discovered by customers!

Marketing used by most startups and small or medium-sized business is the more traditional, outbound marketing. However, expert internet marketers understand the limitations of outbound marketing, as reflected by these stats from Voltier Digital:

  • 86% of people skip through television commercials
  • 44% of direct mail is never opened
  • 200 million Americans have registered their phone numbers on the FTC’s “Do Not Call List”

The outbound marketing methods used to work when marketers controlled the conversation, market, message, and channels.  Now, there are infinite channels through which we get our information.  Though outbound marketing still is in use and still has its place, it is more expensive than an inbound marketing program and less effective.

Why Inbound Marketing Works

Most people hate sales calls, do not open emails from people or businesses they do not know, block phone calls from anonymous callers or blacklisted marketers, do not read printed newspapers, and record TV shows to avoid commercials. In other words, consumers really don’t appreciate aggressive advertising – and now have the technology to avoid it.  It’s the consumer who’s in the driver’s seat when it comes to conversation. 

Inbound marketing works well as it is non-intrusive. Potential new customers and existing customers crave quality content and they choose the channels where they find what speaks to them.  If you can attract your prospective customers to your website by having a strong content, SEO, and social media strategy, you have a successful  inbound marketing campaign. 


Effective inbound marketing campaigns are centered around content creation that offers valuable information.  The goal of content should be enticing your prospect to give their information so you can then nurture them into a customer.  Either written by you or on your behalf by a professional writer, well-crafted content is the driving force behind your inbound marketing strategy.

Search Engine Optimization (SEO)

SEO techniques make it easier for would-be customers to find your content on the web.  SEO is key to your site’s success by building inbound links from other sites and social media.  You want to build a spiderweb of links around the internet that all go back to your website.  A side benefit is that as your inbound campaign takes root and you develop inbound links, your Google ranking will go up!

Social Media 

Having a strong presence on social media sites such as Facebook, Google+, Yelp and other social media sites helps you in getting your content distributed to new potential clients. Social media also encourages shares, feels more ‘real’ and fosters discussions about your content – a great way to draw more qualified customers to your website.

DIY or Professional Help?

Powerful inbound marketing does require investing time and resources into content creation and distribution.  But the pay-off is huge.  Instead of sinking money into futile advertising or an army of sales people, with the right inbound marketing strategy, the customers come to you!

So yes, inbound marketing is better!