What is inbound and outbound marketing? Which marketing is better for your business? Learn 5 inbound strategies to engage your audience.
If you are a marketer or running your business, then you have probably heard the term inbound and outbound marketing. Most people think that these are just marketing terms or just buzzwords. So what do inbound and outbound marketing really mean? In this article, we are going to discuss briefly on inbound vs outbound marketing.
What is Outbound Marketing?
Outbound marketing is referred to as the term “push” or “interruption” marketing. Outbound marketing uses tactics to convey a message to a large number of audiences to make the sale. TV/Radio/Print advertising, cold calling, social media advertisements, email blasts, and direct emails, and more methods are sent to a huge number of people. Outbound marketing is a one-way conversation, and it typically focuses on the product and the reasons why customers should buy this product.
Outbound Marketing Issues
The major problem with the traditional marketing you have to make a general message to send to a large number of people. In other words, it is not possible to convey your message for specific challenges and needs.
Many reasons are there why traditional marketing is not working these days:
- 90% of email users unsubscribed from the email they opted into previously. Why? The reason is that the content is not relevant to their interests.
- 85% of folks skip TV ads. With the number of growing streaming services for TV and other DVD capabilities, TV ads can be skipped and fast-forwarded. It is difficult to make an impression on your audience.
- 45% of direct emails never opened. It is “referred to the junk mail,” direct email tactic has low effectiveness.
- Digital satellite radio and music services make it very easy for listeners to avoid advertising.
- 85% of 26-35-year-olds people have left websites because of annoying or intrusive.
Pushing your message towards the audience is not effective these days because the audience has ways and options to avoid your messages. People who are still using outbound marketing tactics are asking questions: How to search the buyer who is looking for our solution? How to convert the audience to the customers?
What is Inbound Marketing?
Outbound marketing tactic pushes the message towards the audience; on the other hand, inbound marketing is magnetic. Instead of sending a message to the uninterested audience, inbound marketing allows you to attract the best prospects. Those people who are looking actively for solutions also targeted by inbound marketing. When these people visit your website, they find guidance and help, and your site can educate these people directly to search what they need online. The content is the king in inbound marketing such as downloadable content, blog content, guides, white paper, etc. When you are using inbound approach, you have to develop the content and align it with specific points in the prospects buyer journey:
- At the beginning of your journey, the buyer gets familiar with potential solutions and problems.
- After that, in the middle, you have to provide them a small set of solutions and comparisons.
- In the end, the buyers make the final decision.
Many topics align with these stages, by offering and creating them you satisfy buyers in their journey. The journey is conducted online (overwhelming majority (88%) of B-2-B researches using the internet, the buyer finds a relevant product during the searches.
Inbound Marketing Example
Let’s take a disposable tissue making company; the facilities manager of the company decided to buy a new conveyor for the company. The first step to purchase the conveyor is to conduct online research related to the product to check options. The facilities manager Google the conveyor system that gives maximum output results. The facilities manager founds an eBook about “10 Ways Cylindrical Conveyor Improve Productivity”. The manager clicks that link and gets the conveyor supplier blog and keep reading. At the bottom of the post, downloaded content is also available related to the Cylindrical Conveyor when downloading the content; the managers provide the email address in the exchange of the downloadable content.
The manager’s email is now in the supplier’s system; now, the supplier can send additional content to the manager to make a sale. The facilities manager will take an interest in buying conveyors from that company because the supplier is providing evidence related to the product. The information is also very useful for the supplier. It forces the supplier to trust in the company. This shows it works, while the outbound marketing tactic sends a general message to the audience; the inbound marketing tactic is different. It creates content and offers to develop a specific audience. The audience read useful information related to the product, and it will definitely convert to sales.
Inbound Marketing Strategies
Here are the top 5 inbound marketing strategies to help you engage and attract prospects.
Search engine optimization is a great inbound marketing strategy to increase the traffic of your website and help you find new leads for your business. SEO targets specific keywords to attract the audience.
This technique attracts social media users to make leads. When you are using social media for inbound marketing, it is essential to align and authentic your brand and product. Focus on making an impactful experience for your audience to make sales.
This technique also applies seamlessly to the inbound marketing strategy. The chatbots are specially designed to be engaging. By forwarding strategically placed cheeky phrases and emoji’s chatbots will help you get new leads for your business.
Email marketing techniques help you pick your targeted audience and convey your message to them. Try to add value in your emails to make new leads and convert these leads to sales.
Partner marketing technique scales up your business also boost awareness. It’s a good way to build some authentic relationships and attract new audiences.
Ultimately, finding the best marketing strategy is one that works for your business. Try new things and also continue doing old. Keep analyzing your data frequently; when you observe new things in the market, try to be on the top. Make a mix of outbound and inbound marketing tactics to connect with people. The most important strategy for your business is to experiment, measure, and repeat.
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