Thanks to the Internet, the world of marketing has evolved over the last decade. Instead of relying on TV ads, radio ads, and billboards, 89% of consumers turn to Bing, Google, and other search engines to find information on services, products and businesses. This new method for finding, buying and researching products and brands is known as inbound marketing. Since 2006, inbound marketing has been the most successful way for companies to conduct business online. Continue reading to learn more about Inbound and MSP digital marketing and how it differs from the traditional outbound marketing.

Outbound vs. Inbound: MSP Digital Marketing

What is Inbound and How Does It Affect Your MSP Digital Marketing Strategy?

Inbound tactics can be defined as tactics that rely on earning the interest of people instead of buying it. With inbound, MSP digital marketing:

• Seeks to educate or entertain potential clients instead of selling.
• Engages in interactive two-way communication 
• Attracts customers through social media, search engines, and referrals
• Provides value to audiences.  

Examples of Using Inbound in MSP Marketing

A few of the most common examples of inbound marketing tactics are:

• Blogs/Vlogs
• Social media marketing
• Search engine optimization
• Infographics
• Podcasts
• eBooks
• Video posts
• White papers

What Is Outbound Marketing?

Outbound or traditional marketing involves pushing services and products on customers. With outbound marketing, companies would typically look to:

• Seek out customers through aggressive "buy now" marketing
• Engage in one-way communication with potential customers
• Only sell to customers and rarely entertain or educate
• Provides product or service education primarily through the sales people

The Decline of Outbound Marketing

Outbound marketing fell out of contention because of a shift in consumer behavior. Consumers now control what and how they receive their information with the Internet. As a result, typical outbound media tactics (i.e., print, banner advertising, cold calls, radio advertisements, etc.) are less effective.  

•  44% of consumers never open direct mail
• Several studies suggest 86% of people skip tv commercials
• The best way to run 84% of consumers between the ages of 25 to 34 away from your website is with irrelevant or intrusive ads. 
• 200 million American consumers have registered their phone numbers on the FTC's "Do Not Call" List
• Consumers do not like SPAM in the can or in their email box with 91% of users unsubscribing from a company list they previously opted into.

What Does MIT Say About Inbound Marketing?  

Inbound isn't just a fad. It's the new proven and more efficient way to grow your MSP with leads costing 61% less than outbound marketing leads. According to the Return on Investment from Inbound Marketing through Implementing HubSpot Software prepared by a student at the Massachusetts Institute of Technology (MIT), inbound results in more:

Website Visitors

• After 6 months of inbound marketing, visitors increased by 180% per month
• After 1 year of inbound marketing, visitors increased by 240% per month
• After 2 years of inbound marketing, visitors increased by 340% per month

Leads

• After 6 months of inbound marketing, leads increased by 269% per month
• After 1 year of inbound marketing, leads increased by 599% per month  
• After 2 years of inbound marketing, leads increased by 24.69 times per month

Sales

• A staggering 73% bolstered the conversion rate of leads into actual customers.
• Of all survey respondents, 69% experienced an increase in sales revenue.
• 74% of the respondents experienced this increase within 7 months of starting inbound marketing.

Not only can MSP digital marketing increase website visitors, leads, and sales, but it also results in:

Happier Marketers

• 93% of the respondents to the survey agreed that inbound marketing helps them achieve their marketing goals.

Happier Sales Professionals

• 30% of the respondents actually shortened their sales cycle.

Happier Customers

• More than 40 of the respondents experienced an increase in customer satisfaction.

As a result of these benefits, MIT suggests that customers spend significantly more on inbound marketing because it is more effective at helping the organization achieve its goals. Three of the most powerful inbound marketing tools are content creation through blogging, social media, and email marketing.

Inbound for your MSP is the Future

Simply put, the days of searching for customers and aggressively trying to sell them is over. Instead, customers prefer to be engaged through conversation. It's imperative for MSPs to use inbound marketing to start this conversation and position their brand as an industry and thought leader.

By doing so, when customers are ready to choose a brand, your MSP will be in prime position to convert the everyday visitor into a lead and into paying customer, which is the premise of inbound marketing.

Do you know where to get started? Download Our Free Inbound Marketing Campaign Checklist!