Outbound Marketing is your more traditional marketing, where you are ensuring that your messages reach your audience, whether they want it or not. Newspaper Ads, Billboards, Radio, and Television Commercials, Pop Up Ads, historically used to work well, but recent statistics have shown a decrease in their efficiency.
When old methods of marketing your product or service become less efficient, they also become more expensive for your organization. Not every business can afford high distribution costs every month, especially if their audience is jaded and less likely to pay attention to advertisement that is irrelevant to them.
This change forced companies to understand that their audience attention had a value, and to gain that attention, they needed to offer them something they would deem even more valuable. And that is the central concept of Inbound Marketing.
Inbound Marketing is a business concept to attract customers by providing them valuable content instead of interrupting them with messages that they don’t want.
A well put together and well-optimized Inbound Marketing strategy will bring you a sustainable flow of visitors to your landing pages with lower costs than only running PPC campaigns.
Here are some things to think about when planning your Marketing Strategy with Inbound and Outbound in mind:
In an Outbound strategy, your message usually revolves around your product, the features it has, its advantages, and the discounts you offer.
In an Inbound strategy, your message is not product-focused; it is customer-focused; you are talking about their needs, expectations, frustrations, and hopes. And you are helping them solve those frustrations or achieve those expectations they have. For that reason, a lot of Inbound content tends to be educational, but that can vary.
The Buying Journey
In an Outbound strategy, your message is short and conveys what is needed for your customer to make a purchase. It has to be a complete and attractive message, totally commercial.
In an Inbound strategy, as you are providing valuable information, your sales will come later, sometimes your initial contact with your audience doesn’t even mention what you have to offer. That’s why it works so well for B2B companies, SaaS solutions, or other companies that need more space to educate their customers on all the benefits they have to offer.
In Outbound strategies, your results will correlate to your media budget. The amount of exposure you can afford over time, and in which channels, will significantly affect your results.
In Inbound, you can achieve a more significant impact with a lower distribution budget. The value you provide will bring visitors when they are searching for solutions for their problems, and they will recommend your content for friends and colleagues in similar situations.
Would you like to make the most out of your Inbound Strategy?
An important step of your Inbound Strategy is how do you Generate Leads. So we compiled 30+ examples of successful Lead Generation strategies from brands all over the world, to inspire you on the opportunities out there.