Marketing remains to be the one and only way to inform the public about your product or service offering. Through it, you can drive product awareness as well as cultivate brand credibility.
Since there are multitudes of marketing approaches, today our focus will be on inbound vs. outbound marketing strategies. These two, when applied correctly can help new companies take off successfully.
But before we go so far…
What is inbound marketing?
Put simply, with inbound marketing potential customers come to you through your website content. Your content could be in the form of YouTube videos, infographics, eBooks, whitepapers, podcasts, etc.
As an organic approach, your content needs to be stellar and address the customers’ pain points. This approach hinges a lot on search engine optimization since only the top pages get insane views and clicks.
Why inbound marketing?
There are many benefits of inbound marketing. Here are couple of them:
- Attracts visitors – potential customers come to your website at their own time and choose how long they want to stay.
- Quantifiable results – the results are measurable through software programs like Hubspot, Sendinblue, and MailChimp so it becomes easier to track progress and know what to fix.
- Continuous useful updates – because everything gets monitored and revised, the content remains fresh and will continue to draw in qualified leads year after year.
- Beneficial content – the information used in inbound marketing is mostly designed to address a customer’s pain points.
Drawbacks of inbound marketing
Despite being one of the key universal marketing concepts, inbound marketing has a few setbacks. First, it demands a lot of effort and resources to come up with thoughtful content. And even after the content goes live, you still need to revise it for better SEO performance as well as relevancy.
The success of inbound marketing leans so much on the multiplicity of the platforms used. You can’t hope that Facebook alone is enough. You can never expect your website alone to keep sending in rich traffic. Your efforts must extend to other platforms and your content tailored to the audience on each platform. As you can see, that means lots of software and subscription plans.
Now, you know more about Inbound marketing, let’s see what outbound marketing is all about.
What is outbound marketing?
With outbound marketing, you go to the customers, they don’t come to you. That is why some call it ‘interruption’ or ‘push’ marketing because you push a message towards possibly an unwilling audience.
So, is outbound marketing a bad strategy? No, it isn’t. In fact, in some ways, it is more effective than inbound marketing. Let’s get deeper into that.
You see, there’s a high intent with inbound marketing because customers literally search for what you offer. Unfortunately, the volume of the searches may not be attractive. But with outbound marketing, the intent is pretty low but sales volume can be high-especially when putting out a new product for the first time.
You probably are more familiar with outbound marketing tactics than you know. Those unsolicited pop-up internet ads, TV commercials in the middle of a movie show, and anything that disrupts while you are consuming different content. That’s exactly outbound marketing approaches.
Push marketing can also be done through cold calls, cold emails, and print magazines. This approach is great for those who want to make sales from the first day of launching their business. But you can also use it to increase brand or product awareness.
Pros of outbound marketing
Here’s why outbound marketing rocks:
The fastest route to success since it is a paid approach, it pops your content, product, or services right in front of consumers’ eyeballs. This means you can sell right away.
Great for new companies or products-instead of posting blogs and hoping someone reads about it someday, you can just place an ad and within a day or two, many people will know about your company product or service.
We are all familiar with outbound marketing-while clearly invasive, we all see TV ads, billboards, and internet pop-up ads every day.
Setbacks of outbound marketing
It’s never smooth sailing with outbound marketing. Here are a few issues to remember:
- It’s a costly approach where you are charged for every ad that you put up.
- Some approaches like billboards or TV don’t have a proper way of measuring their effectiveness.
- Any uninterested person can easily ignore the ad since they are unsolicited.
- It is more generalized and therefore most of the time unappealing to the receiving audience.
Proposing a Better Alternative-Search Advertising
Search advertising is a hybrid technique that bridges inbound and outbound marketing. Let’s say you are selling a digital advertising course but when visitors google the necessary keywords, none of your pages come to the top.
Now, what you can do here is buy ads on Google to bump up your pages to the top. For this approach, you get both high intent and high volume outcomes. Huzzah!
Wrapping up on the difference between inbound vs outbound marketing
As a reminder, with inbound marketing, customers come to you as opposed to outbound marketing where you go to customers. So which marketing tactic is the ultimate best? Well, in a world where marketers are aggressively creative and analytical, you want to find a synergy between both approaches as each method can massively contribute to the growth of your online business.
Feeling stuck about what marketing methods to adopt for your business? Don’t be! At The METO DIGMA, we are the preferred digital marketing partner to handle all types of marketing strategies from email marketing, content creation, social media management, lead generation, mobile marketing, etc. Our goal is to harvest the latest trends in the industry and apply them to your unique situation to enable you to achieve your business goals. Reach out to us for a chat on how we can help you.