5 Key Differences Between Inbound & Outbound Marketing
92.7% of companies using inbound increase their lead generation. Useful content that people share, like white papers, quizzes, online estimating tools, how to guides and more.
These all seek to interrupt a person’s life to get them to pay attention to a message. As I’ve shown you, outbound marketing, when executed with an excellent strategy, can drive results faster in the short-term than inbound marketing.
Finally, a few months go by, and they open their mailbox, finding a mail offer with a coupon for 15% off the first month of a new phone plan. Luckily, that person also received their exceedingly high phone bill through the mail at the same time and is finally ready to make the switch. More often than not, consumers are not even looking for, and in some cases aren’t even aware, of the product that is being advertised to them. A consumer might be looking through a random website or watching TV when an ad pops up about your product. To do so, try embedding testimonials, product comparisons, reviews, or competitive pricing in your content.
When comparing the time it takes to see results from inbound vs outbound marketing efforts, there’s no question that outbound methods are a quicker way of getting the word out about your business. At the same time, traditional marketing channels like television and print ads started to lose their power. The combination of new sources of information and more educated consumers made many traditional marketing techniques less effective.
Types Of Outbound Marketing
If you’re trying to sell something that people aren’t looking for, or a general topic they don’t know exists, inbound likely won’t be your main approach. With outbound, you have the opportunity to make the market aware of you. You’ll need to put yourself out there in front of media, at shows, networking, etc. So inbound marketing is a preferred approach if you’re in business for the long-term and ready to be patient while you invest in consistent content creation. It means that the difference between outbound marketing and inbound marketing boils down to getting your business in front of two different groups of people. Outbound marketing advertising such as cold calling has proven to be effective. Cold calling has to do with randomly calling individuals unexpectedly to tell them about your products or services.
It’s a smart process designed to attract, engage, and delight customers, while also trying to drive growth. As B2B lead generation professionals, our responsibility is to help clients generate the high quality, sales ready leads necessary to produce a solid return-on-investment for their marketing programs. It is often the combination of activities from both the inbound and outbound marketing perspective that produces the best results. Developing a strategy to maximize your program effectively requires understanding the difference between inbound and outbound marketing.
The Disadvantages Of Inbound And Outbound Marketing
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However, outbound marketing could be used to popularize brands locally or reach non-digital consumers. So, there is potential for outbound marketing to convert customers. Inbound marketing is the process of developing content to draw a customer into a funnel of nurture email starters and conversion.
In fact, brand authenticity was voted the second most important thing to millennials, beaten only by loyalty discounts. First, the customer realizes they have a problem; that is, they develop an awareness of it. As they inevitably come to understand how annoying it is, they start considering their options.
New websites allowed consumers to directly review products themselves. These are both interruptive and outbound, but can increase conversion rates by up to 20% because they are targeted specifically to people likely to watch the video that follows. Measuring the results achieved is easier with outbound marketing than with inbound.
Then you must keep your prospects engaged all the time, fueling their interest with high-quality content. As such, inbound marketing must be viewed as a long-term investment. It takes longer to generate opportunities and leads through inbound approaches compared to outbound approaches. However, the company’s content will continue to develop those leads and win new customers long after its published date. Companies can then tweak their content to improve results even further. This involves employing multiple marketing strategies to establish and grow the company’s brand with the ultimate goal of increasing the company’s customer base.