Outbound and Inbound Marketing Guide

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Inbound Marketing and Outbound Marketing

What does that mean exactly?

What makes them different from one another?

What advantages do they have?

More importantly, how should I choose between the two?

The foundations of inbound and outbound marketing will be revealed in this post today. Before beginning the actual process, it is crucial for a marketer to have a solid understanding of both of these marketing concepts.

Until and unless you have a firm grasp on the same, your marketing strategies are likely to fail badly. Choosing the right method and applying it effectively will help you run your business successfully.

So, here we go!

Understanding Outbound Marketing

To put it simply, outbound marketing can be summed up as any marketing endeavour in which you go out to individuals rather than waiting for them to reach out to you.

The goal of this sort of marketing is to reach a wide audience with the message in the hopes that it will result in a sale. It is generally believed that reaching a large audience will result in a significant return on investment.

Outbound marketing, in contrast to modern marketing, is connected to conventional marketing, which employs the following marketing channels:

  • Direct mail
  • Events
  • Billboards
  • Cold calling
  • Newspapers
  • Radio
  • TV

In addition to the aforementioned, modern marketing strategies like PPC and email marketing also fall under the category of outbound marketing. Both approaches enable you to aggressively spread your message to a sizable audience without taking the preferences of the intended audience into account.

Benefits of Outbound Marketing 

Brand Awareness – Outbound marketing reaches a sizeable audience which is best for brand building. You are able to connect with those who haven’t heard about your products or services before.

Quick Results – Though not guaranteed if your targeted audience is interested in your products or services, chances are high that they will engage and convert into paid customers.

Drawback of Outbound Marketing

Difficult to Measure – It is extremely difficult to measure the impact of outbound marketing as there is no proper system for the same.

High Cost – Cost is one of the biggest concerns with any outbound marketing activity. It can cost huge money to attend trade exhibitions, buy banner ads, and rent billboard space.

Ineffective Targeting – As the message is shared across a sizeable audience with little or no interest in the product or services, outbound marketing is deemed to be ineffective.

Understanding Inbound Marketing

Inbound Marketing is exactly the opposite of Outbound Marketing. Instead of reaching out to the masses, people reach out to you. And these people are highly targeted as they are actually interested in your products and services. You target them on the basis of their online behaviour.

It all starts with the identification of a problem faced by people and then creating content that offers solutions to the problem. Once this content is live, people start visiting it on the basis of their searches online which comprises terms related to the created content.

Inbound Marketing can be carried out in several different ways. Some of the popular ways are:

  • Blogs
  • Videos

Blogging has been the most common and popular method of inbound marketing. Businesses have been using this strategy for a long to educate audiences regarding their products and services and thus generate leads, sales or whatever business objectives they have.

Benefits of Inbound Marketing

Inbound marketing has become a standard practice for businesses today. It is a go-to marketing strategy that can be applied to any company looking to run and grow successfully in the long run.

The benefits of inbound marketing are obvious as listed below:

Highly targeted – As opposed to outbound marketing, inbound marketing is highly targeted as we already know whom to target on the basis of a buyer persona. Creating a Buyer Persona or Audience Profiling is the starting point in the inbound marketing process. Mapping it with the searches made online for products and services results in the creation of a niche audience which can be precisely targeted.

Measurable – One of the biggest benefits of inbound marketing is the availability of metrics which can be monitored and analyzed for decision-making. This tracking goes missing in any outbound marketing activity resulting in random assumptions which are not ideal for any business.

Informative and educational – The content or messaging part in inbound marketing is deemed educational as it is designed for each stage in the sales funnel or the buyer journey

Non-intrusive and non-time-bounded – With inbound marketing, people can access your content anytime they wish. There is no time constraint or any kind of intrusion involved.

Cost Effective – Running inbound marketing activity is generally cost-effective as compared to outbound marketing activity.

Drawback of Inbound Marketing

It is hard to find any drawback with inbound marketing but there are a still few things to consider before opting for this strategy. Please note that this strategy is not applicable to each and every business.

Here are some drawbacks:

Requires time and effort – You need to put a considerable amount of time and effort to make inbound marketing work effectively. If you cannot then do not expect anything good.

Must stay updated – This strategy demands you to be continuously updated with the evolving needs of your customers. This is essential to stay at the forefront of a competitive market.

Holistic approach – Inbound marketing success relies on a holistic approach and this mostly requires you to purchase certain tools and services for implementing integrated cross-channel campaigns.

In conclusion, Inbound Marketing seems to be a significantly superior marketing strategy than Outbounding Marketing, however, this may also rely on the type of business being operated.

Contrary to outbound conversions, which are typically derived with the idea that at least some people will convert, inbound marketing place a priority on accurate targeting, and therefore the quality of conversions is fairly good.