When it comes to your company's online presence today, you should be focused on inbound marketing techniques. Not surprisingly, inbound marketing is the opposite of outbound marketing. Outbound, or traditional marketing is expensive and becoming less effective every year. With the inbound approach, the right prospects are drawn to your website, of their own volition, when they are shopping in your industry. Inbound marketing centers on getting your company found by prospects when they're ready for your products and services.