Marketing – The Strategy

The primary audience for our market are small entities that wish to use the Internet for their marketing but have minimal financial resources to take advantage of this. This might be a commercial business, a nonprofit, or even an individual or small group with a message to market. We can show you how to use the Internet or that or do it for you.
In marketing, there are two basic strategies: outbound marketing and inbound marketing. Choose between these carefully.

Outbound marketing focuses on building brand awareness through advertising and press releases. It is the more traditional form of marketing – an older paradigm. It is also called interruption marketing. As an example, a recent advertisement in a magazine showed a pretty actress holding and trying to sell me a bottle of water. That doesn’t relate to my needs, but in many American cities it could relate. The ad is “pushed” on me. This is also called broadcasting.

Inbound marketing is a marketing strategy that focuses on getting found by customers. This is also referred to as permission marketing or relationship marketing. An example here might be trying to find a local Italian restaurant using Google search by entering your city name plus “Italian restaurant”.

As to which you should use for creating a web presence, I quote Guy Kawasaki:

“If you have more money than brains, you should focus on outbound marketing. If you have more brains that money, you should focus on inbound marketing.”

Outbound marketing is considered intrusive for internet work. You will find it in email (called spam) and on many web  pages, such as in Facebook. We  normally focus on inbound marketing for our clients.