WHAT IS THE DIFFERENCE BETWEEN INBOUND MARKETING AND LEAD GENERATION?
Although many use the terms Inbound Marketing and Lead Generation interchangeably, they are actually two different things. Well, to be more specific, Inbound Marketing is one Lead Generation strategy – albeit a pretty powerful one. The easiest way to distinguish the difference between the two is to consider Lead Generation how you’ll go about guiding leads through your sales funnel and look at Inbound Marketing as one way to get them into there. Let’s break each one down a bit further.
WHAT IS INBOUND MARKETING?
Inbound Marketing is a form of Lead Generation and is gaining popularity due to its outstanding results. The premise is simple: Create relevant, engaging and educational content for the right person at the right time in the right place. We’re talking blogs, articles, white papers, podcasts, checklists, videos, graphs, social media, e-newsletters – anything and everything digital that will drive awareness, consideration and eventually the decision to buy form you. The idea here is for you to become the thought leader – the one your target audience turns to for information.
WHAT IS LEAD GENERATION?
Lead Generation, also called Demand Generation, focuses on the approach you’ll take to attract and convert potential customers and key prospects. The goal of Lead Generation is to get them into the sales funnel and on the path to purchase by enhancing awareness and excitement for a product or service in order to form relationships with these customers and prospects. Lead Generation combines inbound tactics, like inbound marketing, and outbound efforts like Public Relations, Content Marketing, Advertising, Event Marketing, Trade Shows, SEO and Landing Pages, to name a few. Generally speaking, most inbound efforts will incorporate some sort of “pull” strategy, meaning customers will find you through engaging and relevant content, where outbound tactics tend to follow a “push” strategy where you find your target audience and advertise to them – more of a traditional, disruptive model.
HOW DOES TEST PILOT INCORPORATE INBOUND MARKETING AND LEAD GENERATION INTO THE PROGRAMS WE CREATE?
The first thing we do is take a look at your Marketing Strategy so we have a good understanding of your long-term goals. Only then can we start to develop a Marketing Plan to include Lead Generation and Inbound Marketing.
Our goal is to convert a “Brand Tourist” into a “Brand Advocate”. And that starts with a lot of homework (we call it Discovery). This includes everything from identifying your goals and objectives for this campaign, to understanding your target audiences’ demographics, attitudes, behaviors, media consumption, and anything else we can find to get an idea as to what type of content we should create to attract and engage them, to identifying which channels will work best and how to measure the results of each one.
From there, we’ll create your content strategy strategy. This strategy will support all channels, outbound and inbound, ensuring consistent messaging across the board. We’ll identify keywords and SEO opportunities. We’ll curate email lists. We’ll find the best paid advertising platforms for your product or service, be it PPC (pay-per-click), social media or display advertising. We’ll look at everything. The important thing to remember is your brand is unique and there is no “one size fits all” solution.
And, of course, we will create your content. Lots and lots of content. Then we’ll test. And measure. And tweak. And test and measure again. Until it becomes like a top salesperson for your company that never sleeps – collecting data and information on our key prospects and potential customers.
But the job is not done yet. Those leads must be qualified and ranked in order for us to nurture the top prospects. Then we have to close them. While there are many ways to do this, it starts with taking the data we’ve collected and creating content that gets them further down the path to purchase. This content is more focused, relevant and directly targeted to these qualified leads (think email, case studies or direct mail).
WHAT IS TEST PILOT’S APPROACH TO BRANDING?
Of course, this is just a 35,000-foot view. But we’d welcome the opportunity to talk with you and discuss your brand, your goals and how we can help with your Lead Generation and Inbound Marketing efforts.
BOOST YOUR LEAD GEN EFFORTS.
Let us know who you are and what you’re looking for and we’ll set up some time to talk.