Who Should Have a Basic Understanding of Search Engine Optimization

Search Engine Optimization of PA
1904 Redwood Avenue Wyomissing, PA 19610
Tel. 610-334-7463 email: nolan@seo-pa.com
Inbound Marketing Illustration

Outbound vs Inbound Marketing

What is Inbound Marketing?

I support and endorse Inbound Marketing through Search Engine Optimization. Potential customers find your product or service via an Internet search looking for the answer to a question, solution to a problem, or to satisfy a need. Studies show that Inbound Marketing is 750% more productive than Outbound Marketing. I've been using this approach for 14+ years before it even had a name and it is amazing and just common sense.
For example, one of my favorite products is OOFOS Sandals. One primary benefit is that they relieve pain from plantar fasciitis. There are potentially hundreds of thousands of people likely to be surfing the Internet looking for a way to relieve their pain who are not be in the market for sandals and never heard of OOFOS. However, when they find OOFOS they're going to read the content of the web page because instead of violating their space and usurping their time you're accommodating their needs and desire for information.

So I recommend investing your time and money in search engine optimized Inbound Marketing that's contained on a web page. Therefore, an Inbound Marketing campaign doesn't expire and has a positive impact on search results, profits, and customer satisfaction.

The keys to successful Inbound Marketing include:

  • a comprehensive, detailed knowledge of the product or service; a thorough knowledge of all aspects of successful Search Engine Optimization; and
  • leveraging social networking through your employees. Lynda.com has an Inbound Marketing course that's well worth the time. I would offer one word of advice... authenticity. Authenticity is important in every aspect of your business including Inbound Marketing.

What is Outbound Marketing?

Outbound Marketing Illustration
People are busy and saturated with direct inbound marketing. It's hard to get their attention no matter how good the products or services your offering.
I do not support Outbound Marketing. Here's why...

Advertisers place ads where there's a lot of traffic sometimes repeatedly presenting it hoping people notice them. Outbound Marketing includes...

  • direct (aka junk) mail;
  • TV and radio commercials;
  • email campaigns;
  • newspaper ads; and
  • billboards.
Advertisements are everywhere to the point you don’t even notice them anymore. Ads have become more and more ostentatious and obnoxious trying to get your attention. Ads follow you as you surf the net.

Enough already!

Outbound Marketing has a terrible ROI and can even lead to negative feelings about your business. That’s because It’s the non-physical equivalent of someone annoyingly tugging at your sleeve trying to get your attention while you’re busy or trying to concentrate on something.

With rare exceptions I, and I’ll bet you too, hate being on the receiving end of outbound marketing. Do you activate ad blockers on your browser? Are you willing to pay for otherwise free software or apps to block annoying advertising? “Subscribe to Pandora to avoid the ads.”

People who sell advertising know it's annoying. For example, “Tonight’s movie is commercial-free” is a plus to the viewer because it's more enjoyable. No commercials is good for losing weight because there are fewer trips to the refrigerator. Except for the Super Bowl, no one watches commercials.

An Annoying Hybrid of Inbound and Outbound Marketing

It starts out as Inbound Marketing. You search the Internet for a product or service or a need for that product or service. It's Inbound Marketing because I'm asking for the information. I'm happy. How could that possibly go wrong?
Modern marketing technology has the answer. Bombard the potential customer with ads for those products or services. Insert them multiple times in the content of pages found from unrelated searches. Have those ads pop up for what seems like forever! Now the once happy potential customer won't buy that product or service from the advertiser because they were in their face everywhere they go.
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