Inbound and outbound marketing: the complete guide

inbound and outbound marketing

A guest post by Adri. 

If you’ve ever been tasked with marketing a product or company, you must know that marketing potential is only limited by the means of you and your team. There are no limits whatsoever to determine what can and can’t be done, what is possible and what’s not.

But in the end, every bit of marketing falls under the fundamental two categories, Inbound vs Outbound marketing.

What is Inbound Marketing?

Inbound marketing focuses on what the customer wants and what attracts them to your product. A whopping 63% of customers start their shopping journey looking for a certain product online. Inbound marketing guides interested customers through the product’s sales funnel using blogs, videos, and guidebooks.

Marketers keep discarding what doesn’t work until something is found which does work. This is continued until a certain predefined number of sales is reached. The strategy then upgrades upon the old one to generate more leads. Inbound marketing content differentiates from its competitors and is generally helpful to customers.

The job of inbound marketers is to direct customers through a sales funnel and ultimately seal the deal.

Benefits of Inbound Marketing

— Inbound marketing is not invasive. They don’t push customers to read their blog posts or listen to their podcasts. A customer will only stumble upon the content when are genuinely interested in the product.

— Provides value. Inbound content educates those who have an interest in the product. For example, something about the coffee machine you are selling, or even coffee machines in general.  The inbound content is expected to provide genuine information without focusing on the promotional aspect.

— Prominent data metrics. You’ll always focus on which strategy or platform is generating the most leads. Use this analysis data to optimise the content or platform depending on how your audience responds.

Disadvantages of Inbound Marketing

— Failure to update your content means your audience might look for other credible updated sources elsewhere. This calls for continuous investment and link building. Changing your website link to an important page means changing all the inbound and outbound links you’ve ever produced for that page.

— A huge amount of time and money is needed to inbound market your product. It’s not easy to convert an audience to a customer, who can just get away with a single touch on the screen.

What is Outbound Marketing

Outbound marketing is mass marketing. Traditional marketing like commercials, billboards, newspaper ads, and now social media, all come under outbound marketing. While the approach is convenient for most companies, it’s only effective for mass-market products like furniture, shoes, cars etc.

Most of the time, consumers don’t even realise they are being driven into a purchase with promotional materials. Hammering the customers repeatedly with the same products through vision, sound, and in rare cases, touch, creates an artificial purchase drive. Pair that with happiness, emotions, and aristocracy, you generate a formula of success.

The benefits of Outbound Marketing

— Brand awareness. This is an additional benefit of outbound marketing. With mass media promotions, you register your brand’s name in the minds of your customers. Whether or not followed by sales call, whenever someone thinks about purchasing a particular product, your brand’s name instantly pops up. Outbound marketing is a tool for long term customer retention.

— Customers are more comfortable completing a purchase when they see an outbound marketing campaign associated with the product. They have always been accustomed to the traditional promotions.

Disadvantages of Outbound Marketing

— An effective outbound marketing strategy is expensive. You’ll need to appeal to a huge customer base to reach them. This sort of campaign needs a team of experts working together to determine the best-case scenario.

— It’s easier to miss outbound campaigns. Many of us change the channel when commercials start or throw away the leaflets. It takes a lot of trial and error to perfect the pitch and strategy to implement the most effective commercial.

— Most outbound marketing platforms don’t provide accurate data metrics to analyse the effectiveness of the campaign. You can purchase billboard spaces, but what percentage of your sales are directly from that source? It’s almost impossible to determine.

Ready for inbound and outbound marketing?

Whichever method, inbound and outbound marketing, you choose to run your campaigns, it’s worth researching into the advantages and disadvantages of them all.

About the author

Adrian LomezzoAdri is a freelance content writer who has been studying and writing about marketing, SEO, and services that students can use for such a request as “Pay Someone to Write My Essay” for the better parts of the last 3 years. Today, Adri differentiates between inbound and outbound marketing for you. He had a great experience before in teaching marketing to students who would be glad to get knowledge in a certain field at any time.

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