Can Inbound Marketing Stand Alone?
We’ve all witnessed the interesting metamorphosis of content management > content strategy > content marketing > inbound marketing.
This evolution has occurred amid the perfect storm of technical enablement and cultural evolution. We’ve celebrated the development of low cost web content management systems that make it easy, cheap and fast to add new content to our websites.
Then suddenly, or so it seems, the world of blogging and social media erupted with the rate of adoption of each new application trumping the previous one.
With so much attention focused online, marketers have raced to capitalize on the inbound marketing opportunities and they’ve brought their budgets with them. HubSpot reports that inbound marketing budgets have grown by 50% in just this last year. If that’s the case, and assuming that budget allocation is a zero-sum game, surely other marketing activities are the loser.
Which makes me wonder; Can (or should) inbound marketing strategies stand alone?
Can we abandon that antiquated outbound marketing stuff. Not hardly.
Outbound marketing, as annoying and interruptive as it may be, still has a place in the marketer’s toolkit. In many cases, outbound may be a strong strategy to employ in concert with inbound marketing. Yes, the two can work hand-in-hand.
It is not surprising to see the stampede to adopt inbound marketing. Marketers are certainly subject to shiny-object syndrome and inbound marketing is certainly that shiny object. Additionally reports indicate a significantly greater return on investment from inbound marketing.
But don’t abandon outbound. Rather leverage the advantage of all strategies to build a comprehensive marketing plan. Don’t be blinded by the shiny object.
Remember, make new friends but keep the old, one is silver, the other gold.
Have you made tradeoffs in your traditional outbound marketing initiatives to support your newer inbound efforts? And are you leveraging outbound in support of inbound? Share your experiences with us.