There are two basic types of marketing – inbound and outbound marketing. The focus of each is different and they involve different strategies and techniques. Outbound marketing includes proactively reaching out to consumers to get them interested in your service. On the other hand, inbound marketing focuses on creating and distributing content that draws people into your website. Ultimately, leveraging these marketing strategies can help small business grow their customer base.
What is Outbound Marketing?
Outbound marketing is also referred to as interruption or push marketing. This type of marketing sends a message to a large number of people in the hopes of making a sale. Its strategy is rooted in the thought that the larger the group, the larger the return. Thus, it involves aggressive techniques that interrupt people in their daily lives. That way it impacts the audience whether they want it or not.
Nowadays, outbound marketing is considered to be a traditional way of reaching potential customers. Moreover, it requires a lot of marketing messages and various channels. However, oversaturation in today’s digital world caused people to start ignoring this type of advertising. Hence, outbound marketing is less popular in comparison to another type of marketing.
- It promotes brand awareness, helping you reach people who haven’t heard of your services before.
- This type of marketing can yield immediate results. People interested in your services are likely to take instant action and make a purchase.
- Consumers are accustomed to outbound marketing. They may even trust those ads more than the ones presented to them on newer technology.
- It’s difficult to make outbound marketing appealing to everyone because it is generalized.
- It’s easy for consumers to tune out outbound marketing. Many people mute the TV during commercials or immediately throw out or recycle their junk mail.
- It can be challenging to measure the effectiveness of some outbound marketing strategies like billboards.
- Outbound marketing can be costly- paying for banner ads, purchasing billboard spaces etc.
Types of Outbound Marketing
- TV and radio ads
- Direct emails
- Banner and display ads
- Newspaper and magazine ads
- Pop-up ads
- Contextual ads
- Flyers and Catalogues
- Trade Shows
What is Inbound Marketing?
Inbound marketing is a collection of activities, in which purchasers conduct their research online towards brands. It is focused on attracting customers to your services. Moreover, it aims to connect your brand with buyers. In comparison to outbound marketing, it allows you to attract your best prospects. Above all, those who are actively looking online for solutions you provide.
Its goal is to get those prospects to find the information directly related to their needs. As such, your content should explain how your services will resolve their issues or satisfy their needs. Ultimately, each of your content pieces should serve as a way to differentiate your product from the competition.
- It has a non-invasive approach. In other words- prospects can read your blog posts or attend a webinar on their own time. Customers appreciate it because they get the information they want. They can get it when they want it and in the format that is most useful for them.
- Its content is educational — It benefits everyone. In addition, it is specifically designed for each stage in the sales funnel.
- Inbound marketing is quantifiable. Meaning you can strategically monitor metrics over time.
- Your website and content are continuously being updated. Hence, Inbound marketing continues drawing in qualified leads over time.
- It’s multi-channel allowing a more integrated approach. Thus, you can reach people through channels they prefer and at their convenience.
- It requires continuous maintenance. That way it ensures that content always speaks to consumers’ evolving wants and needs.
- It requires constant effort in developing and testing out different content. Because only that way it will engage customers to convert.
- Finally, it demands a holistic strategy. In other words- you’ll need to purchase tools to help you implement integrated, cross-channel campaigns.
Types of Inbound Marketing
- Case studies
- Social Media Posts and Campaigns
- Search Engine Optimization
- Viral Videos
- Opt-in Emails
- CTA Landing Pages
- Web Design
The Difference Between Inbound and Outbound Marketing
Outbound marketing typically has a more aggressive, wide-sweeping approach. Moreover, it nurtures the expectation that at least some people will convert. It also involves interacting with the customer whether or not they want your service. Inbound marketing means that the customer comes to you. Hence, its marketing techniques are more subtle. It usually focuses on convincing a particular group of individuals to purchase over time. The idea behind inbound marketing is for relevant and valuable customer content to be developed and distributed.
Inbound marketing provides informative content tailored to specific audiences, written to help solve consumers’ problems. Outbound marketing provides passive content designed to capture any consumer’s attention and sell products. Outbound marketing is a traditional method of marketing seeking to push messages out to potential customers. It includes activities such as trade shows, seminar series, and cold calling. Moreover, it is costly and the ROI is much lower than inbound marketing.
Inbound marketing uses a strategy to spread brand awareness so people learn about you. As a result, they might visit your website for information. In addition, they might show interest in your service and potentially make a purchase. In general, outbound strategies take lots of time and effort and may yield no leads. Inbound strategies allow you to engage with an audience that you can easily qualify as a prospect of lead.
No matter your marketing strategy, you need a way to keep up with the constantly changing marketing landscape. However, inbound marketing should be considered the essential foundation of any marketing plan. For instance, it aligns with the preferences of modern purchasers, compounds profits and lowers the cost per purchase. In addition, it helps you be visible to people already interested in your industry. On the other side, outbound marketing can still be effective and acceptable as part of a comprehensive marketing mix. Ultimately, both marketing types can serve a purpose in your marketing strategy.