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Inbound marketing benefits explained (updated for 2022)

By Liz Moorehead

Almost every day, I shake my head at just how ineffective outbound marketing can be. I mean, does anyone ever actually listen to radio ads with a pencil in hand to jot down a phone number to call?

Do those glossy direct mail inserts I get every week from roofing companies really bring in business? Even if they do, I know that a whole lot of them end up in recycling bins — and most of those radio ads prompt listeners to change the station.

Inbound marketing is the antidote to all the questionable marketing strategies out there that have been tossed in the trash or left behind when someone changes the channel.

Instead of blasting your message to a wide swath, you can attract potential customers who are much more likely to buy from you.

Think about it:

If you're a roofing company, would you rather annoy 10,000 homeowners with junk mail or focus on the 50 people in your area who just Googled: "How much does a new roof cost?"

If you can concentrate your marketing efforts on these folks — the ones who are most likely to become new customers — you're much more likely to generate leads.

And that's where inbound marketing comes in.

Below, I'll cover: