LEAD at Lancaster University Management School recently held a reunion for past students. Becki was excited to return and hear from Nathan Smith of Smith and Smith PR. Nathan gave a presentation entitled “Outbound Marketing is Dead: An Introduction to Inbound Marketing.”
Nathan explained how sales calls, direct mail, tv ads and unsolicited emails (outbound marketing) are no longer effective, consumers nowadays are much more sophisticated, selective and wary (or even fed up?) of these methods. If they want information they will seek it out themselves and so it is up to us as businesses to make available the information people want and lure them in (inbound marketing).
We have often wondered how effective cold calling is for businesses as we find it such a turn off. Likewise mail shots just seem so out of date nowadays (think of the planet!) and I have email overload already without spam adding further to my inbox!
So what is inbound marketing? Inbound marketing includes:
- social media
- enewsletters to a verified opt in list
- word of mouth/recommendations
- and other forms of content marketing.
The landscape has changed unrecognizably from outbound to inbound marketing since I started out in the events industry and since I set up Events Northern Ltd in 2004. The great news though is that inbound marketing costs less and has better a ROI!
This infographic by Mashable provides a useful visual explanation:Inbound Marketing vs. Outbound Marketing [INFOGRAPHIC]
Further useful reading can also be found here:
Hubspot: Inbound Methodology
Calling all bloggers!
If you already “blog” you may be interested to enter the UK Blog Awards. It is open to individuals/freelancers and organisations across 12 industry categories and 3 sub categories. It is FREE to enter. The deadline is midnight on 1st December 2013,
If you are interested in the power of social media….
We recommend you attend the Social Media for Women 2013 Conference, Preston, 26th November 2013. Becki is delighted to be running a workshop on Social Media in 10 Minutes a Day.