Picture the marketing red carpet… Outbound Marketing is ready to make her typical grand entrance but gets blocked, ignored, and quickly ushered away. This approach – once a red carpet darling – looks expensive and tired and appears to have rubbed former fans the wrong way. In walks Inbound Marketing, and she stuns! All eyes are fixated on her voluptuous promise of “free” communications through digital content and social media. While she certainly looks the part of a flawless marketing method, is she truly Oscar-worthy? What if we peeled away the hair extensions, fake eyelashes, Swarovski crystal gown, and Jimmy Choo’s? How would Inbound Marketing look then (insert image of a make-up free selfie)? She’d be imperfect, of course, but still very much a marketing shining star.
Are you intrigued by Inbound Marketing’s allure as an “inexpensive” approach compared to advertising, direct mail, pay-per-click, and other pay-to-play methods? Take out a tissue, rub your eyes, and please take a closer look. It’s not as cheap as you might think, with larger costs hidden in professional salaries and marketing technologies. In fact, some might argue that resources invested in the creation and distribution of content should be used in other important ways including customer service. But even after taking all soft costs into consideration, Inbound Marketing -- done well -- is worth the investment and does indeed deserve special recognition.