If you are running any kind of online business or use online marketing as a paid tool then you’ve more than likely heard about the terms inbound and outbound marketing. It’s an important concept in this context because it has essentially got everything to do with paid marketing.
Let’s take a look at the concept of inbound and outbound marketing as a core concept of paid traffic marketing.
The ins and outs of inbound and outbound marketing
When looking at the concept of inbound and outbound marketing it’s important to understand what each is. Inbound marketing is a means of finding traffic that is already looking for a solution and pushing them to your solution. Think about if someone enters their browser and runs a google search for the service you offer. You want to make sure that your brand is front and centre when that search happens.
Outbound marketing however is also known as interruptor marketing and is when your brand actively seeks out the clients and not the other way around. Think about google banner ads or social media ads when it comes to understanding the functionality of this kind of marketing.
What makes inbound and outbound marketing so different?
As mentioned above, the concept of each of these kinds of marketing is straightforward. Inbound marketing relies on being in the right place when people (traffic) are looking for a specific solution like googling what they are looking for. Then it’s up to make sure that traffic is pushed to your site because you offer the solution they are looking for. To appear in such results pages of searches, google keyword ads are a great starting point. Then it’s about making sure your website is effectively built to enable the search engine to pick up that your website should be on that results page.
Outbound marketing is the complete opposite and requires you to make an effort to run ad content that you rely on people to engage with and learn more about. While this may seem a bit trickier, you have to bear in mind that the people who do click through your ads are qualified through your lead process because those who are not interested or not your target market, simply will not click through.
Do I really need both inbound and outbound marketing strategies?
We’re not saying that one type of marketing is better than the other one but it is important to remember that when it comes to driving traffic to your brand, you want to be able to improve your odds the maximum you can. This means taking a holistic approach to your marketing efforts and also means that you need to make use of inbound and outbound marketing at all times.
Combining these strategies will help create the bigger picture for your brand for your leads and existing clients all the same. Think of it as increasing your odds of finding the new traffic to drive to your brand while being able to show your existing clients why they chose you.
How it works
Each marketing method has its own way of functioning to achieve your overall objective but let’s take a look at how each one functions in more detail.
Because you are focusing on attracting your possible clients, you are looking for people who are actively looking for a solution to their problem and you want to show them how you can solve that problem.
This is generally done in a number of ways. For example, if a person searches for a solution that you offer, it’s not simply about having your site pop up on their result list. This alone is not enough. Instead, things like blogs, video content, and guidebooks are a great way of having your content show up to the search AND show people why they need to engage with it.
The great thing about inbound marketing is that it is non-invasive and allows your leads to interact with your content on their own time in their own way. That way, when they decide to sign up with you, they feel they are doing so based on the decision they have come to on their own.
Inbound marketing is also a great way to help provide educational content that helps build your brand’s credibility and authority.
You are also able to measure the results from your inbound marketing efforts to see if people are engaging the way you want them to be engaging and allow you to change things if anything is not performing.
Because you are constantly updating content on your website/social media, inbound marketing will continue to draw people in who are interested and the leads will be according to your latest content.
It’s important to keep in mind that as great as inbound marketing is, it needs continuous maintenance to make sure it is speaking to the right niche always, you usually have to do a lot of trial and error before you get to the right formula that works for your brand, and you usually have to invest in tools to help you implement your strategies and monitor them.
Outbound marketing on the other hand is all about sending out a message to a large audience and hoping that it attracts the people who are classified as prospects. The idea behind this is the larger the audience you reach out to, the more chance you have of catching the eye of prospects.
Examples of outbound marketing usually include things like direct emailing, events, billboards, cold calling, and print and media advertising.
While it is a more ‘traditional’ marketing approach, it definitely has its place in the bigger picture.
One of the great things about outbound marketing is that it helps to work on promoting brand awareness, it is possible to yield instant results, and prospects are honestly more used to this kind of marketing. The key to getting it right though it being able to stand out in all the noise out there in the form of other outbound marketing efforts (and there are A LOT).
The thing that you need to keep in mind when doing outbound marketing is that it is a more generalised approach to marketing because of the wider net of people you are casting out to. You simply cannot be liked and appeal to everyone.
Because there is just so much outbound marketing going on all the time, it can be easy for clients to tune your message out. The key is to make the efforts interesting for prospects and help your brand stand out.
The outbound marketing efforts are a bit more difficult to measure because simply put, how do you measure effectiveness on a billboard campaign?
This is also considered a more expensive form of marketing simply because it may involve a lot more than inbound marketing does. Don’t forget the costs add up.
The tools you should be using for inbound and outbound marketing efforts
Thankfully when it comes to running your lead generation campaigns, there are a number of really helpful tools you can make use of to pre-qualify leads and make your life easier when it comes to dealing with traffic in volume.
Take a look at this list of platforms you can use for inbound marketing:
- MobileMonkey – Multichannel Chat Marketing helps you keep in touch and keep control over chat messages that you engage in while carrying out inbound marketing campaigns
- Facebook Groups are an ideal way to help foster a community when you are generating leads through the social media platform
- Google Analytics is the go-to when it comes to keeping on top of analytics surrounding your campaigns
- Google Keyword Planner is where to start when it comes to choosing the right keywords and seeing what works and does not for your SEO optimization
- Landing page builders should also feature very high on your list of tools as this is where people are going to interact with your brand once you drive traffic to the right place.
- Email marketer platforms like Mailchimp, Aweber, and the multitude of others out there are essential parts of your marketing arsenal for you to be able to work on qualifying leads and talk to existing clients.
Similarly, there are some tools that will make your outbound marketing efforts easier too. Take a look:
- LinkedIn Sales Navigator helps you track prospects and offers you the option of cold calling prospects
- CRM software is your go-to when it comes to creating templates, documents, and messaging leads.
- Sales software is available in a wide range of options and cater for you to be able to track sales, deals, and prospects, as well as carry out the necessary, follow up to help close those leads.
- Close.io is a great tool for tracking emails and automating calls in just a single click making follow up a breeze
No matter what kind of strategy you are looking to carry out, you are going to need to have a system for monitoring the effort you are making. What is clear in all of this is that whatever marketing you go with, you need to commit to monitoring it and keeping it as consistent as possible. Think of inbound and outbound marketing like a conversation you are starting with someone. Mid-sentence you would not simply disappear, right?
The same applies to this. If you commit to it, do it well and make sure your efforts pay off in the form of constant lead generation.
And if this is all sounding like a lot to take in, don’t worry, we understand.
Talk to us today about your brand and what you are looking to achieve and let’s see how we can make that happen…