Posted July 12, 2017 by Julia Binder
Inbound marketing – including search engine optimization, email newsletters, blogging, content marketing and earned media – is perceived as cheaper and organic. In theory, the great content you produce attracts interested buyers to your firm. Traditional outbound marketing – rooted in display advertising, cold-calling, and direct mail – has an expensive and bad reputation as a spray-and-pray approach.
But even with a compelling value proposition and great content, not all potential buyers will come knocking at your door. And developing attractive content requires investment as well. It’s not a simple “build it and they will come” proposition. The truth is, that neither in- nor outbound marketing is as effective when used alone, as it is when integrated with the other.
Source: DST Research, Analytics, and Consulting LLC. research 2017
Both in- and outbound marketing benefit from a solid data foundation that helps marketers identify their likeliest prospects, and the interactions and channels that have the highest probability of converting into sales. Coupled with full-featured marketing automation systems, data-driven insights help successful marketers strike a balance between in- and outbound tactics to fuel highly targeted campaigns and relevant client experiences.
Any debate between the efficacies of outbound vs. inbound marketing is artificial – they make better partners than competitors for effectively reaching advisors throughout their relationship with the firm. Integrated outbound and inbound strategies founded on data-driven insights and marketing automation platforms have the greatest promise for delivering success.
categories: advisor websites, content marketing, digital marketing, advanced analytics
The views expressed in this publication are solely those of the author and do not necessarily reflect the position or policy of DST Systems, Inc. or its affiliates, subsidiaries, joint ventures, officers, directors, or management.