Jeff Lambert: Today on Rizen Academy, we'll discuss the main differences between inbound and outbound marketing, which is best in which situation. We'll give you the tips to know.
Jeff Lambert: Hello and welcome to the second episode of our podcast. Our first episode yesterday covered why traditional marketing is dead or at least on life support and why inbound is a better option for modern businesses to use to increase marketing and sales. But there is a role that's traditional marketing just they can still play in your advertising products. So which should you use and when. So to discuss that. William Avila is joining us in the studio today. He's the CIO of Rizen Corp. and he's been in this industry for over a decade. I think he has some great insights to share with us. So, well, thanks for joining us today.
William Avila: Thanks for having me.
Jeff Lambert: Absolutely. So what types of methods come to mind when you use the term outbound marketing?
William Avila: Oh, outbound marketing are things like direct mail, radio commercials, TV commercials, billboards, um, cold calls, people who don't know your, your, uh, people who aren't expecting your phone call. So those are most of the typical outbound methods now that you see today still.
Jeff Lambert: So you're really, those are methods where you're trying to search for the customer, you're reaching out to them, correct?
William Avila: Yes. You're intruding interrupting them versus them looking for you. It is the difference.
Jeff Lambert: Now, is traditional marketing still useful at all in today's business climate?
William Avila: Yes. It still is. Uh, it, you can, you can combine outbound and inbound. You know, there is a, there is an aspect of outbound where you're networking, you're, you, you, you have, uh, you have, you may have an outreach, um, type of engagement where it's good to reach out to this person called, um, you even sending out a cold email can work, may work, but it's the, the whole sell, sell, sell. Uh, here's, here's my, here's my product email. And by is, is not, uh, working like it used to. Um, and, and that's where you have to find the balance between inbound and outbound.
Jeff Lambert: Do you think customers appreciate outbound marketing in their life? Is that something that they like engaging with?
William Avila: Uh, you know, some people don't mind. Some types of, of outbound marketing. Uh, for example, I don't mind receiving direct mail. I know other people who, who don't like it. Um, I would say a very large majority of people don't like getting called a cold call. Um, you know, it have to be something revolutionary, something that's really game changing if you're gonna make that call versus trying to sell somebody. Uh, but I'd say for the most part, we don't want outbound uh, you know, know who likes TV commercials, who likes radio commercials. Um, but yeah, I would say that it's definitely for the most part, not appreciated.
Jeff Lambert: Yeah. Especially in today's Netflix society where we don't have to deal with commercials anymore. We can skip them with DVR. Exactly. Yeah. And the same thing can be said for, for magazines and otherwise. So why don't we contrast those outbound marketing tactics with inbound? Um, can you explain to us how inbound marketing is different?
William Avila: Inbound marketing is, is, um, it, it's, it's having the consumer find you, right? So if I am out putting good content and educating consumers about my product or my service, that content is used by the, by, by the, by the buyer to, to learn more about you, about what you're offering, the features, your pricing and, and gives him the, the opportunity to, to pick you versus you telling them, hey, buy from me. So, so the power really is, is in the, the actual consumer's hand with the amount of content that you create.
Jeff Lambert: So with outbound marketing, we see the, that takes certain forms, whether it's a radio, commercials, TV commercials, billboards, cold calls, like you said, what forms does inbound marketing take?
William Avila: inbound marketing types of content can be a podcast like this one, where somebody may decide to call us after this. For example, a call, I'm sorry, podcast. It could be in the form of a blog post where you offered a checklist on, on, on solving some kind of issue, say a network issue. Uh, it could be a white paper where you, where you explain how a certain solution solves a specific business problem. Uh, you have ebooks that that can really go into a subject in a comprehensive manner. Uh, you have case studies that, that show, you know, how solution x or product x solve x problem for the buyer. Um, you really have a, well a video as well actually, uh, is another is another way and it could be video where they just see your screen or a video where you're talking to them. Um, but these are all examples of inbound type of types of content and there's more actually.
Jeff Lambert: So if I want to get started using inbound methods to be able to market my content, uh, what would it be? A good first step?
William Avila: I would see is the first step would be to follow a curriculum. There is an inbound certification from Hubspot that's free and it kind of gives you a pretty good overall view of what's entailed in, in the methodology. Um, so that's, that's the first step. Just get familiar with the whole thing. And the second step I was, we actually created a cheat sheet to help you get started on our website. Um, that would be a good second step after getting a kind of overall view of what inbound is. Just to have that visual to be able to help with. Yeah, absolutely, because it's a lot of information. It's a, it's a pretty, it's not a, it's not a concept that you know, you'll, you'll be able to implement it in after the certification. There's more to it. Each part of inbound has sections that are are, are important. And with our check sheet we checklists, we will help you understand what's entailed.
Jeff Lambert: Okay. So to our listeners, I'll make sure to include a link for that in the show notes so they can check that out. Will, thank you so much for coming on and talking about the differences with this. For our listeners, thanks for having me and to our listeners, thank you for tuning into the second episode of today's podcast. We're going to be coming out with new episodes every week day. They're never going to be longer than 10 minutes and they're always going to be focused on helping you grow your business. Remember if you're looking for a company that can help you be able to market your brand more effectively, if you need a little bit of help in that area, consider risen. They're focused on developing personal relationships and they're goal oriented. They'll make sure that they hit the goals that they set for you. You can check out more about them at gorizen.com and they're also available on social media if you'd like to follow them. They're on Facebook, Instagram, and Twitter at the username Rizen_Inbound. That's one word, Rizen_Inbound. Thank you so much for tuning into today's episode and we'll see you on the next one.
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