The Difference Between Internet Marketing and Inbound Marketing

VengresoContent & Strategy The Difference Between Internet Marketing and Inbound Marketing

The Difference Between Internet Marketing and Inbound Marketing

I often hear theses two phrases used inter-changeably: Internet marketing and inbound marketing. So, what’s the difference?

Inbound Marketing

When a company is doing effective inbound marketing they are attracting people to their business through any form of marketing that causes an inbound visit, resulting in a contact. We call those inbound leads. Inbound leads may come from email marketing, online and offline advertising, trade shows and events as well as from Internet marketing activities.

Internet Marketing

When a company is doing effective Internet marketing they are attracting people to their business through any form of marketing that causes an inbound visit resulting from the Internet. Internet marketing can include search engine optimization (SEO), pay-per-click (PPC) advertising, banner or affiliate advertising, social media marketing and other forms of content marketing on the Internet.

Outbound Marketing

The most common form of outbound marketing is telemarketing or cold calling. What about direct mail? Is that outbound marketing? Generally speaking it is outbound marketing. If I received a direct mail piece from a company I’ve never heard of previously, that contact occurred because the company reached out to me.

The Value of an Inbound Lead

Businesses with more Google indexed pages produce more leads.Let’s not get too hung up on terminology. We know that leads from inbound or Internet marketing are worth more than outbound marketing leads. But, why? Think about it. When someone connects with your business because you attracted them, that’s more valuable than an interruption through outbound marketing. Again I ask, why?  In a word, the reason is trust. A prospective buyer places more inherent trust in a brand that attracts them to the brand than one that persuades the action to contact.

The Trust Factor

In the inbound marketing equation the trust factor is huge. So much of effective inbound marketing is driven by quality content. When a prospective buyer consumes a brand’s content that educates, enlightens or entertains, the effect can be one of trust. The trust factor is amplified when the buyer’s content consumption experience is repeated multiple times. Building trust with buyers through content engagement achieves two outcomes:

1)   Builds trust and credibility

2)   Earns you the right to make an offer

It Comes Down to Content Marketing

The new marketing paradigm says that buyers don’t want to be sold. Buyers want to be connected to and cultivated in a relationship. The most viable way to cultivate  buyers into a relationship is through quality content marketing that engages and builds trust.

Whether your content is through a blog, white papers, video, eBooks, newsletters, webinars, live events, presentations, education, etc., quality content is the way to cultivate relationships with buyers, earning you the right to ask them to have a sales conversation with you. Once you’ve earned that right, let the sales process begin. When it’s based on a quality content relationship, the sales conversation can occur expeditiously for mutual benefit between seller and buyer.

What’s your favorite inbound marketing business development example?

 

 

 

 

 

 

 

Bernie Borges

Bernie Borges is CMO of Vengreso, the leader in digital sales transformation. He's also Host of the award winning Modern Marketing Engine podcast. His book Marketing 2.0, was an early playbook in social media strategy. Bernie is also a trainer and speaker. He has a passion for guiding clients in aligning marketing and sales for accelerated revenue results. Bernie enjoys kayaking with his family in Tampa Bay, going to hockey games and you'll find him at the gym at 6am Monday through Friday, rain or shine.

Comments
  • Thanks for spelling out the clear difference between the different marketing terms.

    • FindandConvert

      Blair,
      Glad this post gives clarity to you on this topic.
      Cheers,
      Bernie

  • bkjrecruiter

    Excellent Bernie! You nailed it….. Best, Brian-

    • FindandConvert

      Brian,
      Well, not sure that I nailed it. But, if you say so, I'll take it! 😉
      Cheers,
      Bernie

  • Hi Bernie, You've cleared up confusion for many with your post. I've been a 'content marketing' guy for several years, but love the clarity that comes from HubSpot and the whole 'inbound marketing' movement.

    • FindandConvert

      Hi Scott,
      So glad I've provided some clarity on this topic. I agree. The inbound marketing movement from HubSpot is awesome! Thanks for your comment.
      Cheers,
      Bernie

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