Have you ever thought about why the same ads repeatedly appear as you flip through TV channels?
Or why do blog posts have action buttons and links asking you to take advantage of limited deals today? Even though these are marketing campaigns, you might doubt their effectiveness as you might mute the TV or skip the links when exposed to similar advertisements.
More often than not, these strategies subconsciously influence people to purchase the latest products or book exclusive services. Don’t believe us? Read the rest of the article, and you’ll see how the world of digital marketing revolves around inbound and outbound strategies.
What Is Inbound Marketing Strategy?
If you are familiar with the nuances of digital marketing, you’ll know that marketing professionals often refer to inbound marketing as “magnetic.” But do you know why?
Compared to traditional marketing, learning how to use inbound marketing effectively revolves around the strategy of attracting customers. This involves using webinars, blog posts and social media channels to draw in prospective clients. Rather than wasting time with generic messages, effective inbound marketing targets and influences individuals most likely to invest in the product.
In other words, effective inbound marketing strategies will target and attract the most suitable prospects, helping people find solutions to their problems efficiently. You can track if the marketing strategies have the desired effect across several platforms through software tools. Potential customers and inbound leads are nurtured through the marketing funnel by exposing them to relevant content and brand experiences.
A. How Does Inbound Marketing Work?
Inbound marketing tactics suggest that the content marketing team utilise advanced downloadable content such as videos and blogs to attract potential customers and boost customer engagement. To answer a buyer’s queries, you should create content on the following points.
Initially, every consumer aims to learn about the product, its problems, and potential solutions. Hence, marketers should ensure it’s easy to understand to write quality and engaging content.
After buyers have provided feedback about the product, your marketing strategy should narrow down the possible solutions. As you get more ideas about the issues people raise, it becomes easier to formulate an answer to the most common queries.
When consumers are almost convinced but not yet hitting the “buy” option, you need compelling content to give them a final push.
4. Customer Experience
Sometimes, happy customers take up the mantle of promoters, enhancing the consumer experience and inviting more buyers to use the product or service.
By writing blogs that satisfy the above criteria, customers will have the necessary information at every stage of their buying journey. People conduct online searches, making it easier for interested readers to consume relevant inbound marketing content from digital sources.
B. Example Of Inbound Marketing
Since we discuss marketing strategies, let’s consider someone looking for new marketing software. A potential customer will typically use search engines to find the “top 10 marketing software”, following which the best pages will appear first.
Provided your SEO strategy is spot on, your website can achieve a higher ROI and appear at the top of the results. Also, providing valuable content will encourage people to engage fully with your blog post, prompting them to consider the inbound marketing strategy more deeply.
At this point, you could add a link to the end of the page so that they sign up for a seminar on digital marketing software. Make sure to gather relevant information about the consumers, including their name or email ID, allowing you to check whether they attended the seminar.
If the seminar is successful, rest assured that they will want to know about real-life applications of the software. Hence, you can send a direct mail containing a case study about how your company successfully implemented the software.
Indeed, they might even request a demo. This is an excellent opportunity to generate leads and inform the sales team, making it easy to complete the sale.
C. Advantages Of Inbound Marketing
Are you feeling a little overwhelmed? Don’t worry; we have highlighted the advantages of inbound marketing for attracting potential customers to help you.
Long story short, this is a crisp, no-nonsense section to discuss the benefits of these inbound strategies:
- People have the freedom to choose
- They can attend webinars at their convenience
- Features educational content
- It helps people navigate the various stages of the sales funnel
- Quantifiable technique
- Possible to monitor minute aspects of inbound marketing
- Constantly updating and tweaking digital content
- Tracking consumer behaviour
- It helps attract potential leads
D. Limitations Of Inbound Marketing
Despite the points in favour of inbound marketing, it has limitations that we should mention. Not to brag, but this article is an unbiased take on inbound and outbound marketing, and without knowing about the shortfalls, you’ll fail to devise a suitable marketing strategy.
- Continuous maintenance
- Consumer behaviour never remains the same
- The content has to change to customers’ needs
- It involves a lot of time and effort
- It should have unique content that encourages buyers to act
- Requires special tools for cross-channel and holistic campaigns
Outbound Marketing Efforts
One of the primary differences between inbound and outbound marketing is the latter’s use of non-digital content to attract customers. Hence, mastering how to use outbound marketing effectively is essential. Often referred to as Push or Interruption marketing, this strategy involves broadcasting your message to a broad audience.
Although the result is the same — selling the product — the means to achieve the goal differ. Outbound marketing relies heavily on tools such as TV ads, commercials, yellow pages advertising, cold calling, and email blasts to reach target audiences.
It’s a one-way communication whereby the strategy highlights the services or products and why people should buy them.
A. Outbound Marketing Strategies
Now that you know about outbound marketing, let’s explore this digital content strategy in greater detail. Since outbound marketing focuses on grabbing people’s attention with the message, ensuring it’s unmissable is one of the best ways.
And as seen in popular films like Three Billboards Outside Ebbing, Missouri, billboards and banner ads are compelling marketing messages that effectively generate interest and grab attention. But the bottom line is that the content should be unique and relevant to stand out amongst a gazillion other messages.
Indeed, outbound marketing techniques rest on the principle of reaching out to a larger audience, aiming to boost the chances of achieving higher sales. Hence, there are quite a few similarities between physical advertising and traditional marketing tactics, such as radio ads.
The best part is that it features a healthy serving of modern technology, like email marketing and pay-per-click ads for user engagement. However, the uniqueness of outbound campaigns lies in sparking an interest in prospective customers about a product they didn’t know they needed.
Imagine this — you’re watching the Ashes when TV commercials flash on the screen in between overs, highlighting the benefits of new summer-proof house paint. It’s most likely that you hadn’t even thought of painting the house, but the advert has got you thinking as the Aussie summer starts setting in.
The buying journey begins if you follow up with the company about the product.
But how exactly does this happen? This is where cold email marketing comes into play - even though you’re just inquiring and may opt against purchasing the paint. We will reveal this secret in the next section.
B. Outbound Marketing Examples
Do you want to know how outbound marketing works? Drum rolls, please!
But hang on, we don’t want to give this information for free. How about you share this article with friends, and we will tell you why outbound marketing is successful?
If that sounds fair, keep reading; if it doesn’t, keep reading all the same because this is precisely how it works.
Once you see the first ad, expecting you will be interested in purchasing the paint immediately is unreasonable. You’re too focused on the cricket match, so you save the memory for later.
Then, a couple of weeks from that day, you spot a billboard while driving to the supermarket promoting the same house paint. You think about checking it out, but it’s nearing the end of the month, so you’re running short of cash. Maybe later, and that’s that, or so you would think.
Because once the salary is credited, you receive an email containing a discount coupon for the paint you were thinking of buying. No reason not to purchase it and give the house a makeover.
As a result, something that wasn’t even a priority keeps popping up repeatedly through online and offline means, gradually shifting your thoughts toward it. These advertising methods may take time, but it certainly gets the job done.
C. Advantages Of Outbound Marketing
Outbound marketing has several advantages to help the business flourish. You can check the following points to see what we think are the most crucial attributes for outbound marketing campaigns.
- Promotes brand awareness and increases business value
- Wide reach
- Attracts potential customers who haven’t heard about the product
- May deliver fast results at times
- Interested people are more likely to take action
- It’s easy and convenient for consumers
- Suitable for attracting a customer base who prefer traditional marketing campaigns
D. Limitations Of Outbound Marketing
There are equivalent limitations when using outbound marketing tactics, and it’s essential to know the pros and cons to make an informed decision.
- It may not be relevant or appealing to all
- Causes disruptions while you’re consuming content in other forms
- More generalised marketing campaign
- Easy to tune out, such as muting the TV or using spam filters
- Inconvenient to measure the effectiveness of specific elements
- High cost due to trade shows, billboards, banner ads, radio advertising etc.
The Difference Between Inbound Vs Outbound Marketing — What Should You Opt For?
Even with an untrained eye, it’s possible to see that both inbound and outbound marketing have their benefits and shortcomings. Ultimately, it depends on what suits your business model best and your target audience.
When you have a substantial marketing budget, searching for consumers is convenient. And from magazine ads to billboards, you can promote the product on a large scale.
However, inbound marketing makes more sense if you want to avoid steep costs and know your target market. And social media marketing is a great place to start.
Which Marketing Strategy Suits You?
Phew! That’s a lot of information, but hopefully, you liked our detailed analysis of these popular online marketing techniques and the difference between inbound vs outbound marketing.
The first step is to research each strategy and sit with the marketing team to design the product website accordingly. We’ve already made research easy, so you must choose a method that fits your business needs.
There’s no substitute for patience; giving the strategy time to attract consumers will benefit you greatly.
At sitecentre®, we understand digital marketing can be complicated, and our team will always be happy to help. Please feel free to contact us if you would like assistance with your inbound or outbound marketing strategy. We are highly experienced digital marketing experts helping small business grow their brands and online presence.