Inbound Marketing Vs. Outbound Marketing: Which one should you choose for your business?
Inbound Marketing has gained a lot of popularity over the past few years. There has been a lot of debate around Inbound Marketing vs. Outbound Marketing and which one will help boost your business.
Today, industrial companies can take two distinct approaches to their marketing activities to reach their target audience. The strategies for inbound marketing and outbound marketing are entirely different.
Though outbound marketing is still very popular with Industrial companies and can be an effective strategy for some companies, it is also essential not to ignore inbound marketing. Instead, industrial companies need to combine both approaches for effective results.
Today, let’s explore both and figure out which one is best for your business.
What is Outbound or Traditional Marketing?
Outbound or traditional marketing is the method companies use to reach a broad audience of less targeted people hoping that the message will reach the right people and buy the product. It is also called push marketing and has been used by businesses ever since there have been products and services to trade.
Here are some outbound marketing tactics used by Industrial companies:
- Trade shows
- Direct mail
- Cold email
- Email Marketing to a purchased email list
- Prints ads
Outbound marketing is focused on the company and not on the customer. It can be intrusive and is without understanding your customer. The drawback of outbound marketing is that it aims to find one prospective customer amongst thousands of people.
It can be counter-productive as an average person is now bombarded with thousands of ads each day, and your message can get lost in the noise. Outbound marketing is expensive in the long run, and it isn’t easy to measure its ROI.
What is Inbound Marketing?
Inbound marketing focuses on the customer’s needs. Outbound uses push methodology, and Inbound marketing uses the pull method to attract the right prospects. The inbound process uses buyer personas to craft marketing messages relevant to those personas and for each stage of their buyers’ journey.
Instead of sending out an unspecified message hoping to hit the right people, the Inbound methodology draws potential customers who are actively looking for a solution to your business.
Some typical tactics of Inbound Marketing are:
- Email Marketing
- Social Media
- Content Marketing
- Case Studies
Why is Outbound Marketing still great?
The most significant benefit of an Outbound Marketing campaign is that your brand is in front of a large audience, increasing brand awareness. The leads flow faster, and you get new customers quickly. The number of people your campaign reaches again depends on the amount of investment.
Unlike Inbound, you don’t get to create assets that keep giving you leads in the future. The moment you stop the outbound campaign, your leads stop as well.
Why is Inbound Marketing so popular?
Inbound Marketing is popular because it provides immense value to your customer. It is not promotional and focuses on educating your customers. It is easier to track the ROI and build trust as a thought leader in your industry.
Inbound Marketing helps your prospects build a relationship with your brand and aligns with the buyers’ journey. It means that your marketing message reaches people that are actively looking for a solution at the right time. Inbound marketing is non-intrusive and does not interrupt prospects when they are not in the market to buy.
Inbound Marketing takes several months to build up, and the initial investment required for it is high. The investment you make in laying down the foundation of your digital strategy is vital, not only for building your brand but also to appear higher in search engine results.
Over time, the value of the digital assets such as blog posts, eBooks, whitepapers, etc., will grow exponentially, helping you generate leads even years after you created them.
Which one to choose for your business?
To choose which marketing approach is best for your business, Inbound Marketing or Outbound Marketing, you need to think about your target customer, business goals, and brand.
You have to keep in mind the type of business you have and what tactics work best in your niche. Observe what strategies your competitors are using and which tactics have proven to be successful.
Please take into account your target customer and how they make purchase decisions. Please find out how they become aware of the solutions you offer and what you need to do to influence your customer to buy from you.
Your Business Goals:
What are your business goals, and what are you trying to achieve? Are you trying to get more leads and increase customers, or do you want to raise brand awareness?
These questions are going to help you determine which strategy you need to use.
It would help if you also considered what effect your marketing tactics will have on your brand. Creating campaigns that don’t do justice to your product or services can harm your brand image in the long run.
Building a reputation using tactics resulting in customers who are happy to associate with your brand needs to be kept in mind.
Dijitale believes in using both Inbound and Outbound strategies for our industrial clients. We use the Outbound strategy where clients need to reach a wider audience. Instead of sending a general message, we help companies provide helpful and educational content to their customers to help solve their pain points.
Inbound and Outbound marketing are two different marketing methods, and companies can effectively employ one of them as a single approach or by combining both. It all depends on the results that companies want.
Call us today to know how we can support you in your Inbound and Outbound Marketing process.