When we are young, we tend to know very little things. But as we grow up, we start getting to know various things. The same thing is with the field of marketing. When the field was naive, the marketing was related to just a term. But as the field spread its wings, various verticals started coming up. You must have heard these terms that many people these days are throwing around, Inbound Marketing and Outbound Marketing. But do you really know the meaning of it?
I can totally understand how cool it sounds when someone tells you that he or she is an inbound marketer or an outbound marketer. But we must understand the difference between both the terms and how do they function in the world of digital marketing. That is why I am writing this blog to let you all know about the cultural shift in marketing and how these verticals are important. And most importantly, which one is better.
Date: 30’th September, 2019 – Thomas Cook, one of the travel giant has sunk into bad debts and become insolvent. What led to extinct of 178 year old company? It failed to innovate in the digital world. It still followed old shop model in the world of digital tsunami. This is a lesson for all of us and each business whether a renowned or a start up. Innovation is the key to success. Keep pace with latest trends in the market and latest is “Digital Marketing” – Source LinkedIn
What is Inbound Marketing?
This is the newest concept in the field of marketing where the marketers try to pull in the audience and convert them into customers through interesting content. This is also called as content marketing which includes, blog posts, social media, infographics, white papers, email newsletters, and other content that people actually want to read. The whole marketing process as we all know is connecting with each other. Until and unless you are not making your content optimized for the search engine then the people will not be able to find it.
And if people will not find it, then they will not be able to read it. And if they are not reading it they will not get converted into customers. So make sure that you are following all the processes related to search engines and incorporating the apt keywords. If your content is engaging and it can interact with the audience, then they will surely read it and share it on their social media channels. This will create a positive impression of your brand and then later on influences the users to make the purchase.
As the name also says, that inbound marketing is very indirect, therefore, it is not a noticeable sales pitch. Inbound marketing sends the customers down the sales funnel by increasing the rate of engagement with the brand.
Buyer’s Journey
- Awareness Stage – Prospect has a problem they want to solve or an opportunity they want to seize.
- Consideration Stage – Prospect has researched their problem, understands it, and is aware of potential solutions.
- Decision Stage – Prospect has narrowed down the products/services and must decide which one to purchase.
What is Outbound Marketing?
Outbound marketing is exactly the opposite of inbound marketing. The whole idea of outbound marketing is about disrupting and invading rather than just helping. This is sometimes often termed as “interruption” marketing. This is because this marketing process is in the continuous process of making the people prospects aware of the company’s message by hoping that it resonates with few potential buyers. Some common things related to outbound marketing are cold calling, direct mail, advertising to name a few.
In this form of marketing, the advertisers make use of mass media tools to push their message and products out there in the market. There is always a hope that those who are in your target zone will surely respond to the message that you are sending out. In simple words, outbound marketing is all about going out and doing things to make people aware of the brand.
Also read: 10 New Strategies for Social Media Marketing
Choosing between Inbound and Outbound marketing
As I said earlier as well, that marketing is an interlinked process. You cannot prefer any one aspect of your brand. Those who are giving you an answer that inbound is the best form or outbound is the best are biased towards it. And it is not fair on the part of marketing your product. It is up to you and the goal, market, preference, and audience of your business that you would choose the best for yourself.
What makes inbound marketing the best?
According to me, one of the biggest strengths of inbound marketing is the value that it provides to its audience. The content should be completely educational and non-promotional. Inbound marketing takes care of the buyer’s journey as it builds a strong relationship of the prospect with the brand and so it attracts the target audience towards the brand at the right time.
And since, the content is the king, many of the marketers prefer inbound marketing to educate the audience and nurture them in the right possible way. Instead of annoying them, this marketing process educates them. The important thing about inbound marketing is the long-term ROI. The results of this process are not immediate, it takes several months to have a good online presence, rank higher in the search engines and increase traffic towards the content that you are producing. You will start getting leads from your blog posts after certain period of time.
What makes outbound marketing the best?
The strength of the outbound marketing is that it can stand out in front of a large number of people quickly in order to create awareness of your brand. If everything goes well and according to a proper process, then you can launch your outbound marketing campaign. Once the campaign is live, it will be seen by millions of people through which you can get new customers quickly right within a few days. Also, the results depend upon how much money you are pouring in the campaign. Since a lot of money is required, many marketers are a bit reluctant to deploy this process.
Also read: How Startup or Small Business CMO Can Get More Leads Through Content Marketing
Which is the best fit for your business?
Depending upon the type of business and the need that you have, you will choose the inbound or outbound marketing processes. I will give you an example. If you have a cafe, then you can very well promote it digitally, register it on Google My Business, write blogs on your website related to various types of food and delicacies and then you will surely promote it on social media. Here the inbound marketing is going to do wonders for you. But if you are having a for example tuition classes, then the outbound will surely work to get leads but at the same time, you will also have to execute some of the inbound marketing tactics.
Therefore, to find the right fit for your business, you will have to understand your market, goals, brand, audience and then decide which one is right for your business. But according to me, both the inbound and outbound marketing processes go hand in hand.
