Every Marketers goal is to reach the right audience with marketing strategies. Are you looking for a client who is set to buy a product or one that does not know what they want?
The answer to this question is the difference between inbound and outbound marketing. Both strategies are good when used in different situations and, often, when combined.
While in outbound we look for customers, actively transmitting our message, in inbound marketing, tools are used to attract customers to you. In a nutshell, inbound marketing is designed for people who are already looking for a solution or product, so it shows the message only to those who may be interested in it, and outbound marketing reaches everyone, interested or not, indiscriminately.
A combination of both marketing strategies might be the key to see results in a short and long-term view.
Table of Content:
- What is Outbound marketing?
- What is Inbound Marketing?
- Inbound Marketing vs. Outbound Marketing: What are the main differences?
- What are the problems with outbound marketing?
- Why could inbound marketing be a better choice?
- How can you promote your content?
1. What is Outbound Marketing?
Outbound Marketing is aligned to strategies, finding customers without knowing if those are really interested in your product or service. In a nutshell, with outbound marketing, you are pushing your message to everyone, whether they want it or not. That Is why outbound marketing is also called “interruption marketing”. Examples are radio, TV, newspaper, magazines, direct mail, e-mail, social media ads or cold calling.
2. What is Inbound Marketing?
Rather sending out general messages to a mixed audience, which might not be interested in your product or service, with Inbound Marketing you will be able to attract your best prospects. This marketing strategy let potential customers finding you, by offering valuable content aligned to their needs and answering questions they are looking for.
3. Inbound Marketing vs. Outbound Marketing: What are the main differences?
In their most basic forms, outbound marketing uses push tactics while inbound marketing uses pull tactics. Overall, both strategies differ in:
- audience engagement;
- brand positioning;
- data & distribution:
4. What are the problems with outbound marketing?
It is a one-way communication where the message must be general, by just focusing on the product and reasons why people should buy it. So, the main problem here is, that it is not possible to be relevant to a variety of specific needs and challenges of potential customers.
We are living in an information-rich network society where companies are constantly fighting for our attention. That is why consumers have developed avoidance behaviour that decreases the possibility of a company’s message to be seen. There are many strategies to improve visibility and deliverability by choosing location, form, and content in a more appealing and attentive engaging way.
5. Why could inbound marketing be a better choice?
Whereas outbound marketing seeks out customers, inbound marketing focuses on visibility, so potential buyers come to you. Instead of “renting attention,” companies executing inbound marketing focus on new methods towards building awareness, developing relationships, and generating leads.
The inbound methodology involves creating content the audience actually wants to read, like a blog article, infographics, email newsletter or social media posts. The main purpose is, to make readers interact with your content, by reading and sharing it. Moreover, you will build trust and create a positive impression of your brand, which might help for a purchase decision in the future. Once they land on your website and like your content, they might browse also for other pages on your website.
6. How can you promote your content?
Next to content creation, another crucial part of inbound marketing is search engine marketing (SEM). Once you have created great content for your prospects, you need to make sure, that they are able to find it. By implementing search engine optimization (SEO) you will improve your website performance and subsequently ranking higher on search engine result pages.
To boost your visibility, especially in the beginning, content- or any landing pages can be promoted through search engine advertisement (SEA), like Google Ads or Bing Ads. Within a real-time auction, you can bid for any preferred keyword, trying to rank high in the result pages by a pay-per-click (PPC) cost structure.
Summing up, with inbound marketing you want to attract people, hoping to convert your prospects to future clients, who are purchasing your products or services and ideally become an ambassador of your brand.
In order to attract people, first you have to study their problems, find a solution and write about it. For that it its recommended to create buyer persona, to have a clear understanding about who your audience is and whom you want to attract. There are several means, tools and strategies in inbound marketing. In our next articles we will see them in detail, however we point them out:
- Search Engine Optimization – SEO
- Social Media Marketing – SMM
- Search Engine Advertising – SEA
- Content Marketing
- Email Marketing and Email Automation
- Website and Blog
From attracting your prospect with valuable content, make him visiting your site, to ideally letting him become an ambassador of your brand. With these tools you will guide and accompany your clients from the awareness – , to the consideration – until the decision stage.