Most business owners are likely to be familiar with what outbound marketing is, yet are rarely knowledgeable about its counterpart – inbound marketing.
For the novice, inbound marketing is a set of techniques of marketing strategies which aim to pull in interested customers with helpful content, rather than interrupt them with annoying, irrelevant advertisements.
In general, inbound marketing is consists of Search Engine Optimization (SEO) and Pay Per Click (PPC). While these strategies can be used in combination to make the website competitive in search engines, the two don’t work in the same way and neither is perfect.
One of the key differences between the two is that SEO is an organic way to rank a website in the search engine results pages (SERPs), which means that one does not have to bid for an ad placement just to appear on top of SERPs. Meanwhile, PPC is a strategy that requires a budget, but can instantly put your website in front of the target audience.