{"id":84609,"date":"2017-12-26T10:25:04","date_gmt":"2017-12-26T18:25:04","guid":{"rendered":"http:\/\/thegood.com\/?post_type=insights&p=84609"},"modified":"2021-04-13T20:59:25","modified_gmt":"2021-04-14T03:59:25","slug":"inbound-marketing-advertising-cro","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/inbound-marketing-advertising-cro\/","title":{"rendered":"Inbound Marketing, Advertising, or CRO: Which is Most Important?"},"content":{"rendered":"\n
\"inbound<\/figure><\/div>\n\n\n\n

Inbound marketing is gaining ground on outbound marketing, but both have one major challenge: If your traffic doesn\u2019t convert (no matter how you get that traffic) it pays you nothing. A huge spike in the number of visitors may draw a cheer from the marketing team, but unless there\u2019s a corresponding uptick in sales, it\u2019s going to draw hard questions from the C-suite. <\/p>\n\n\n\n

In today\u2019s marketing reality, return on investment and bottom line sales are the only things that matter in the end. If the cost of the traffic you\u2019re getting isn\u2019t justified by the sales that traffic generates, you won\u2019t have a job long. It really is that simple. But how do you make sure the traffic you\u2019ve worked so hard to acquire is the source of a steady stream of blockbuster revenue<\/a>? That\u2019s where conversion rate optimization (CRO) comes in. <\/p>\n\n\n\n

In this white paper, we\u2019ll give you the facts you need to show your CMO exactly what\u2019s lacking in your current strategy and how to fix it. Here\u2019s our code word: \u201cfrictionless.\u201d <\/p>\n\n\n\n

Inbound Marketing vs. Outbound Marketing: Which is Best?<\/h2>\n\n\n\n
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We\u2019ve found there\u2019s considerable confusion around the definitions of \u201cinbound\u201d and \u201coutbound\u201d marketing. You can find more detailed and nit-picking descriptions, perhaps, but we like to keep it simple. Here\u2019s how we differentiate between inbound and outbound tactics: <\/p>\n\n\n\n

Inbound marketing:<\/strong> Tactics that draw visitors to your ecommerce website and\/or landing pages. Your website content, your social media presences, and your search engine optimization efforts are all examples of inbound marketing. \u201cContent marketing\u201d is often used interchangeably, but content marketing is actually a subset of inbound marketing. <\/p>\n\n\n\n

Outbound marketing:<\/strong> Tactics that push your message out to your audience. Advertising, direct mail, and your email marketing campaigns are examples of outbound marketing. The lion\u2019s share of the outbound budget (excellent term for it) usually goes to PPC advertising. Confusion arises when we look at the results instead of at the efforts. Your blog, for example, provides (pushes) content that draws visitors to your site. Since the blog is on your website, though, visitors must come there to read it. <\/p>\n\n\n\n

That\u2019s why we list blogging as an inbound tactic. You can take the content of the blog, though, print it on paper, and mail the article to prospects. That would be an outbound technique \u2013 since there would be no need for readers to come \u201cinbound\u201d to see the message. Inbound marketing tactics happen on your website. Outbound tactics happen elsewhere. To debate whether inbound or outbound marketing is best, then, is kind of like wondering whether one should breathe in or out. We need both, and (done correctly) they both have the same goal: increased sales. <\/p>\n\n\n\n

Here\u2019s one more term we need to be clear on: <\/p>\n\n\n\n

CRO:<\/strong> The acronym for \u201cconversion rate optimization.\u201d These tactics are aimed at getting the traffic generated by inbound and outbound marketing to convert from being interesting prospects to becoming paying customers. Much of CRO is concerned with removing barriers from the sales path. The aim of CRO is a frictionless journey. That\u2019s the ideal, but like perfect health, there\u2019s always more work needed. <\/p>\n\n\n\n

A primary mistake we find businesses of all sizes making is focusing on inbound\/outbound marketing efforts, leaving little or no room in the marketing budget for conversion rate optimization. That\u2019s like leading the proverbial horse to a dry watering hole. Not only CAN\u2019T you make him drink, you don\u2019t have anything FOR him to drink. CRO doesn\u2019t guarantee overnight results, but it does make them possible. Here\u2019s what we mean\u2026 <\/p>\n\n\n\n

How CRO Solidifies Inbound Marketing and Outbound Marketing Efforts<\/h2>\n\n\n\n

The typical ecommerce marketing budget breakdown is too low on developing better inbound marketing efforts, heavy on outbound marketing (predominantly PPC and social media advertising), and slim or none at all on conversion rate optimization. <\/p>\n\n\n\n

We\u2019ve elsewhere made the case for a balanced budget \u2013 one that would provide a third of available funding to each of the three primary marketing areas: inbound marketing, outbound marketing, and CRO. We\u2019ve seen companies make HUGE leaps in return on investment by making room in the budget for conversion rate optimization strategies. Here are a few of those case studies:<\/p>\n\n\n\n