In the world of marketing, there are many, many ways to get your message out, from social media posts, to billboards, to email newsletters....
This translates to a combination of both inbound and outbound marketing, both with the goal of generating leads.
You’ve more than likely come across some form of either one, but what’s the difference between the two? And when is the best time to use them?
A quick overview to better understand the differences:
- Pulls interested readers in
- Solves consumers’ needs / problems
- Interactive with readers
- As helpful content is consumed, audience members become leads
- Where you see it: websites, blogs, eBooks, opt-in emails, social media
OUTBOUND MARKETING:Pushes messaging at everyone
- Written to sell products
- One-way communication
- Disrupts whatever content is being consumed
- Where you see it: TV ads, billboards, pop-up internet ads, telemarketing, magazines...
Inbound marketing works because it’s all about earning customer attention and loyalty rather than shouting your message into the earth. If the customer associates your brand with expertise, they’re more likely to make a purchase when they have a problem that can be solved by your product or service.
An effective inbound marketing strategy is a delicate balance of tactics and tools, including:
- Brand awareness.
- Lead generation
- Content creation.
- Social media.
- Email marketing.
- Influencer outreach.
- Strategy and analysis.
Outbound marketing is your traditional advertising strategy. Think billboards, pamphlets, cold calling and direct mail. On the internet, these have been translated into pop-ups, banner ads and ad reads during videos and podcasts. Anything that is a one-sided conversation about a product or service can be considered outbound marketing.
So, now I am sure you want to know what to choose?
There is no sure-shot marketing strategy that will be your road to success. Different businesses need different approaches, as they have various factors that they depend on.
Inbound marketing is a better option because of its exponential growth pattern and because it costs 62% less than outbound marketing. It also offers a better customer experience and gives your organic growth.
If you’re a considerably new business, then your current goal is to get leads faster then you must consider a long-term inbound approach with elements of outbound marketing. This will give you the boost you need right now.
The way people communicate is constantly changing. Inbound marketing helps you leverage these changes to more effectively promote your business. If you want to expand your audience, find new customers and grow, inbound marketing strategies are the way to go. The goal here is to find that perfect balance between cost-effectiveness and return in investment, keeping your business goal in mind.