At Orange Pegs Media, we, like just about everybody else, prefer the taste of donuts to oranges (don't let the name fool you), but prefer the physical affects of the healthy citrus fruit over the fatty empty calories from the fried pastry any day of the week.
Since we want our businesses to thrive and live a long time, we opt for inbound eating over the gluttony of outbound from a philosophical level. You know that saying, "nothing tastes as good as skinny feels?" Yep, that works here too. That's not to say we don't partake in a taste of outbound every now and again, because we absolutely do, but in order to maintain this figure it's always in moderation, and always executed with inbound in mind.
So, what is it that makes inbound so much healthier than outbound? After going through the chart below, we think you'll discover many of the same ties we did when formulating this food analogy. You could also find out with a free consultation:
New-Age Digital Media
Old-School Digital Media
CORE PRINCIPLES: Permission-based marketing driven by insightful content and genuine outreach. Leads know who you are, and the deal is 60% of the way closed by the time that first live contact occurs. Treat all relevant digital mediums equally, because a truly effective inbound campaign is multi-channeled
SEO: Acheived through long-form blogging, on-page short & long-tail keyword strategy, content to download, and proper page mark-ups and meta-tags. A job for marketing with an ongoing investment. Link building comes from providing valuable insight.
SOCIAL MEDIA: Truly social - curate 3rd party content, respond to comments publicly, involved in group discussions. Followers are real. Shooting for lead conversions and relevant discussions. Likes and follows are desirable, but the focus is on funneling traffic to the website where conversion forms exist.
BLOGGING STRATEGY: Publish posts based on your customers' interest. Provide granular views of popular topics that support your business model. SEO-heavy and relevant. Connect to relevant offers for converting readers into leads.
ADVERTISING: Minimal use - Execute PPC ads on search engines and social media for topics and blogs that tested well organically. Blend inbound with outbound concepts. Value & conversion-driven.
EMAIL MARKETING: Permission-based, offer valuable content - sprinkle in the ads. Automation triggered by events and behavioral patterns. Frequency varies depending on stage & impact.
CORE PRINCIPLES: Led by disruption, often cold, and mostly outward-facing communication. You'll email and call off of purchased lists and focus primarily on pushing the company's products and services. Geared toward a quicker ramp-up, emphasizing quantity over quality.
SEO: This can go many ways, including black-hat methodologies that side-step quality mechanisms. Not everybody walks that path though, and the user experience and keywords are put first. However, without inbound, there are no mechanisms for converting traffic.
SOCIAL MEDIA: Buy your followers. Broadcast company advertisements. Focus mostly on the numbers (likes, follows, etc), not the outcomes (closable leads). Will often utilize BOTs to do their socializing and direct-message/spam people - usually side-stepping the platform's quality control mechanisms.
BLOGGING STRATEGY: Posts tend to be salesy - case studies, PRs, or ads - The educational posts are often actually links to somebody else's blog. Feels more like a placeholder. Another big difference is that there aren't portals to conversion mechanisms.
ADVERTISING: This is your money-maker. PPC ads, radio, print, billboards, pop-ups, and generally disruptive communication. It's effective but expensive and only as loyal as the duration of the ad.
EMAILS: Purchased lists - risk of being marked spam high. Often uses generic email domains like Gmail to avoid the penalties imposed by breaking can-spam laws.
CALLING: Every call is cold. The pitch is totally different, because you have to connect and cram your value proposition into less than 30 seconds.