Making The Transition From Outbound To Inbound Marketing For Small Business

Modern technologies have provided a host of dynamic marketing tools and strategies for all businesses. Even small and new businesses are benefiting from these provisions if deployed aptly in the market. The market today is saturated with online options for businesses and consumers alike to enjoy what modern technologies have to offer.

Consumers today are not subject to flashing neon lights or billboards as well as the dreaded telemarketing calls at awkward moments. These are part of the traditional or outbound marketing tactics applied by marketers in the past to win over consumers from all walks of life through a shot in the dark.

Today’s consumers are more digital-inclined where an active engagement is established in the marketing process to encourage a two-way communication and relationship. This is where outbound marketing is making way for inbound marketing where an online marketing experience by web consumers today is entertaining, educational and useful to resolve some urgent need immediately.

Outbound Marketing

Outbound marketing sees a proactive role by companies in their rampant and frequent sending out of well designed direct mail which a high percentage is never opened. This not only waste a lot of paper that is harmful to the environment, but also causes a big dent in the company’s marketing budget and cash flow without good results to show.

When television and radio were invented, many companies were fast to engage these dynamic marketing options as TV and radio commercials became popular. However, over time and modern technologies, 90% of viewers tend to skip TV and radio commercials with TiVo or PayTV options. Outbound marketing strategies involve the mass media options with a direct business message targeted to consumers on what they should take on and how to go about it in an unrelenting approach which often scares off potential business leads.

The cost incurred through outbound marketing is very high to secure one potential lead compared to that by inbound marketing as traditional mass media marketing is very expensive but not very effective. It is also very restrictive in securing targeted consumers with a low success rate as insufficient information is garnered to make the marketing campaign more dynamic.

Inbound Marketing

Inbound marketing manipulates social media platforms that are dynamic and well structured to facilitate versatile marketing options. Social media giants like Facebook, Twitter and YouTube offer plenty of exciting features which marketers could manipulate as effective marketing strategies in their online marketing campaigns.

Even small businesses are enjoying inbound marketing effects with excellent results where larger crowds of potential leads are possible in shorter marketing periods through more dynamic marketing campaigns. Hence, it should be the desire of every company, big or small, to consider a transition of outbound marketing strategy to dynamic inbound marketing strategy for more savings and benefits.

Inbound marketing feeds and fuels the emotional triggers of targeted consumers in the market to secure the desired market results, whereas outbound marketing refers to a general broadcasting or dissemination of business promo messages that tend to be one-sided communications.

Inbound marketing is designed to inspire advertisers to earn consumers trust while captivating their attention through meaningful and engaging content. Such an approach provides an immediate solution to target consumers with more options for purchase of goods and services which delight consumers.

Inbound marketing is effective in engaging consumers with a compelling reason to share the content among others in their social circles. Marketers could consider online competitions, free giveaways and discounts as modes of engagement with targeted consumers who would become loyal business customers. There would be an outstanding ROI with useful content that proves to be useful to web visitors.

Such inbound marketing tactics serve to capture consumer attention while compelling them to take up the call to action options such as opting into the business mailing list. This would grow the business list for more sales opportunities that benefit the bottom line of the business.

Transitioning from Outbound to Inbound

Businesses today must evolve from their traditional outbound marketing strategy to inbound marketing strategy quickly to remain competitive in the market. This means that email spamming and print advertising as well as mass media or banner advertising must be reconsidered to incorporate inbound marketing methods that are more cost effective and efficient.

Marketers and business owners need to re-focus on adapting current traditional marketing methods to that of inbound marketing. A greater synergy could be sparked when outbound marketing techniques combine with inbound marketing strategies if the former is to be activated. Hence, a large email list could be manipulated to promote the latest brand offers instead of being abandoned.

Cold calling could be revitalized as polling information for better marketing campaigns to be designed that would satisfy the changing consumer needs today. Better customer service could be rendered when the marketer or business owner is armed with more up-to-date information regarding their potential business leads. Stronger customer relations could be established through inbound marketing strategies that would draw more web visitors to the website.

The key to a successful inbound marketing campaign is engaging the customers proactively with feasible solutions that resolve their immediate needs. The customers would feel cared and involved in the process to support the marketer or business brand when they experience good online services that ease their burdens or problems.

Small businesses could reap high rewards from inbound marketing from a small mailing list that is quickly expanded with the strong attractive marketing strategies implemented cost effectively and efficiently.


When businesses consider transitioning from outbound marketing to inbound marketing strategies, businesses need to consider certain factors at play such as budget, targeted niche markets, demographics and business objectives.

The market offers a myriad of exciting marketing tools to support both marketing techniques. Smart marketers and business owners could benefit greatly from the wise application of inbound or outbound marketing. Even small businesses are able to leverage on inbound marketing with the right focus and business objectives on a small budget to be competitive in the market between the big players.

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