What is Inbound Marketing?
Print this pageAt its simplest, inbound marketing refers to marketing activities that help people find your information at their time of need, when searching for information about your industry, products or services.
This is in contrast to outbound marketing, which refers to marketing tactics that push your message out to the masses, often interrupting other activities.
Insight from the Experts
From Inbound Marketing and the Next Phase of Marketing on the Web (HubSpot blog post by Rick Burnes):
"Inbound Marketing is marketing focused on getting found by customers.
"Instead of interrupting people with television ads, [inbound marketers] create videos that potential customers want to see. Instead of buying display ads in print publications, they create their own blog that people subscribe to and look forward to reading. Instead of cold calling, they create useful content and tools so that people call them looking for more information.
"Instead of driving their message into a crowd over and over again like a sledgehammer, they attract highly qualified customers to their business like a magnet."
From Terrific Inbound Marketing Book Shows You How to Get Found (blog post by best-selling author, David Meerman Scott):
"We're living a revolution in the way people find products and choose companies to do business with. These days, practically everyone turns to the Web first when researching anything from what's the best baby stroller to buy to which corporate accounting firm to hire for your business.
"We start at Google or another search engine and we tap our online network of friends, family members, and colleagues via email, instant messaging, chat rooms, Facebook, and Twitter…
"We're liberated from the tyranny of marketing effectiveness being determined by the size of our wallets.
"Today, anyone with a story to tell can command an audience—and customers—on the Web. Your potential customers are looking for products and services like yours right now, today, this minute."
Inbound Marketing’s Impact on the PR Industry
From Dawn of the Inbound Marketing Agency (PR 20/20 blog post):
"Traditional PR agencies have been built on the ability to generate editorial coverage (or publicity) through mainstream media (TV, radio, newspapers, magazines).
"However, mainstream media (MSM) outlets are shrinking. And while still essential vehicles to reach and influence publics, MSM is challenged to retain the readers, viewers and listeners needed to generate revenue and maintain future stability and influence.
"At the same time, the social Web has given savvy PR firms the ability to dramatically expand their service offerings in the areas of content publishing, social media, blogging, search engine optimization, pay-per-click advertising, Website development and analytics."
From PR Industry’s Worst Enemy: The Irrelevant Aristocracy (PR 20/20 blog post):
"The PR industry is evolving from the outside in through disruptive innovation. Firms and professionals relatively unknown to the old guard, and ignored by the trade media and so-called experts and gurus, are introducing industry-changing philosophies, services and technologies, while the PR aristocracy (both individuals and firms) battle to stay relevant.
"Relationships and communications remain the foundation of the PR industry, but they are being fostered through social networks, Websites, self-published content (i.e. blogs, status updates, videos, case studies, eBooks), mobile apps and the media (mainstream and social).
"Our industry’s future depends on its ability to adapt, deliver measurable and meaningful results, and develop hybrid professionals who are capable of providing consulting and services across multiple disciplines, including: PR, Website development, search marketing, advertising and branding."
Additional Resources
- HubSpot’s Inbound Internet Marketing Blog
- Free eBooks from David Meerman Scott
- Free Content Marketing Playbook from Junta42
- Inbound Marketing book by Brian Halligan and Dharmesh Shah
Outbound vs. Inbound Marketing image courtesy of HubSpot.
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