This all-encompassing guide examines the dynamics of “inbound vs outbound marketing”, helping readers to distinguish between these two key strategies, appreciate their respective strengths and limitations, and learn how to utilize each method effectively in their business environment. The article also offers actionable insights for initiating and enhancing inbound and outbound marketing endeavors, along with a handpicked selection of top-notch resources for deeper exploration and learning.
Here are the main differences between inbound and outbound marketing:
- Direction of Communication: Inbound marketing involves attracting customers to your business, often through content creation, SEO, and social media engagement. Outbound marketing, on the other hand, involves reaching out to potential customers through direct methods like cold-calling, traditional advertising, and email marketing.
- Customer Interaction: Inbound marketing focuses on creating valuable content that pulls in customers and encourages them to interact with the brand voluntarily. Outbound marketing typically involves pushing messages to a broad audience, with less emphasis on two-way interaction.
- Costs and ROI: Inbound marketing often requires a lower budget and yields a higher ROI over time, as it relies on building long-term relationships with customers. Outbound marketing can require significant upfront costs, especially in traditional advertising, with a ROI that can be more difficult to measure.
- Longevity of Impact: The content created in inbound marketing can continue to attract and engage customers over a long period, while outbound marketing methods often have a more immediate but shorter-lived impact.
- Targeting: Inbound marketing strategies tend to attract a self-selected audience actively looking for the type of product, service, or information you provide. Outbound marketing casts a wider net to a broader audience, which can result in reaching individuals regardless of their current interest level in what you’re offering.
Over the last ten years or so, the marketing world has been flipped on its head.
The tactics that most businesses considered solid lead magnets, like taking out ads in popular newspapers or running TV commercials, have lost their appeal and been replaced with more acceptable forms of promotion, such as value-packed blog posts, podcasts, and social media campaigns. The shift has created a heated debate among marketers – inbound vs outbound marketing (and which is better?), starting a new chapter in the history of marketing.
With most businesses adopting an ‘inbound first’ strategy today, outbound marketing has taken a back seat, but it would be unfair to write it off completely. If you’re struggling to decide which approach would generate better results for your business, let me walk you through the most important aspects that you need to take into consideration.
When it comes to choosing a side in the inbound vs outbound debate, it’s best to have all the facts straight and think through all the possible scenarios; maybe a combination of both would work wonders for you?
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What is inbound marketing?
Inbound marketing is a very broad term, but, in essence, it refers to all the marketing efforts that are geared towards earning customers’ interest and aligning with their needs rather than pushing your product or service no matter what.
It’s a relatively new marketing approach that emerged as a result of changing buyer expectations and can be seen as a product of the modern world. The rise of the internet and social media prompted marketers to look for new ways to engage with potential customers that relied more on the ‘pull’ than ‘push’ factor. According to Content Marketing Institute, 80% of decision-makers prefer to learn about a new brand via an article series rather than via ads. This speaks volumes about why inbound marketing has become the go-to approach, with 3 out of 4 marketers across the globe prioritizing inbound campaigns to outbound marketing.
Image Source: HubSpot
Blogging is inbound marketers’ bread and butter, with 60% focusing their efforts on creating valuable blog content. Other inbound marketing projects include, but are not limited to, SEO optimization and improving organic presence, content distribution and amplification, marketing automation, interactive content creation, long-form content (eBooks, guides, whitepapers, etc), visual content creation (infographics, slides, etc), online tools, how-to videos, webinars, and more.
The sole purpose of creating all this content is to ‘get found’ by potential customers who are actively looking for information online. Inbound marketing is designed to help businesses to better align with the natural search process of a modern buyer (search engines, referrals, social media, etc) and facilitate the buyer’s journey instead of interrupting it.
Since it allows a more targeted form of advertising, enabling a business to connect with a prospect in the ‘moment of relevance’, which is the time when a buyer is searching for a particular product, service, or information, inbound marketing campaigns cost 62% less per lead than traditional outbound marketing.
What is outbound marketing?
The main goal of an outbound marketing campaign is to market to the masses in hopes of grabbing the interest of a small number of people who actually need your product or service at that time. Considered a more “classic form” of marketing, outbound marketing has been around, literally, forever, with the earliest example of billboard advertising being traced to Pompeii, which had its walls blanketed with promotional messages.
Outbound marketing techniques focus on pushing the message out, without taking the buyer’s journey into consideration. It most often employs well-known (and highly disliked) techniques, such as TV commercials, cold calling, direct mail, pay-per-click ads, print ads, email blasts to purchased lists, and billboards. As an “in your face” kind of approach, outbound marketing has been suffering a decline in popularity among both advertisers and consumers ever since consumers got a taste of a more personalized shopping experience online.
The pros and cons of inbound and outbound marketing
The advent of technology and rapid social media adoption has led to a seismic shift in consumer behavior, which, in turn, has propelled marketers to become more innovative and user-centric. The inbound vs outbound discussion is a slippery slope since no one can wholeheartedly claim that one is better than the other; both approaches have their own pros and cons and your final decision should be informed by the needs of your business. Yet, in general, a quick overview of the good, the bad, and the ugly can be drawn to highlight the most prominent differences. Next, we’ll review the main advantages & drawbacks of inbound & outbound marketing.
Inbound vs Outbound marketing comparison. Image Source: Invoiceberry
- Non-Disruptive Marketing: Inbound marketing is often appreciated by consumers as it doesn’t feel intrusive. Instead, it educates and entertains, forming connections with consumers at the right moments.
- Targeted Campaigns: Inbound marketing strategies are often closely aligned with the sales funnel, allowing for precise segmentation of prospects. This enables the personalization of content, thereby increasing conversion probabilities.
- Increased Purchase Value: According to Annuitas, nurtured leads (a key focus of inbound marketing) result in a 47% higher purchase value compared to non-nurtured leads.
- Long-Term Lead Nurturing: Inbound marketing recognizes that only about 25% of generated leads are ready for purchase within 12-24 months. The remaining 75% require nurturing, which inbound strategies are designed to provide.
- Attracts High-Quality Leads: Inbound marketing primarily attracts consumers who are actively seeking solutions to their problems or ways to address their needs. These individuals tend to be further down the buyer funnel, thus requiring less time and investment to convert, providing better quality leads.
- Face-to-Face Marketing: For B2B marketers, outbound strategies often involve face-to-face marketing, which is a powerful tool for enhancing brand awareness and nurturing business relationships.
- Effective in Trade Shows: Outbound marketing, including trade shows, is favored by 80% of B2B marketers as a means to increase brand awareness through personal interactions.
- Broad Reach: The capacity to reach large audiences makes outbound marketing tactics appealing, especially for companies with significant advertising budgets.
- Long-Term Brand Recognition: Although immediate ROI might be smaller, companies with sufficient resources often use outbound marketing in hopes of attaining long-term brand recognition and market presence.
- Time-Intensive: Inbound marketing strategies require a significant time investment to yield noticeable results, as they involve building long-term relationships with customers.
- Effort in Content Creation: Marketers need to dedicate considerable effort and creativity to produce unique, valuable content that can attract and retain the attention of potential customers.
- Delayed ROI: Expectations for immediate success should be tempered, as it often takes at least 12 months for inbound marketers to see a substantial return on their investment.
- Broad Targeting: Outbound campaigns typically target large groups of people, many of whom may not be ready to make a purchase. This can result in lower-than-expected quality and quantity of leads.
- Interruption Marketing: Often referred to as ‘interruption marketing’, outbound strategies may elicit negative responses from consumers if not carefully crafted and implemented.
- Additional Expenses: Outbound marketing frequently involves extra costs related to printing, mailing, production, and more, which can inflate the overall marketing budget.
- Limited Lifespan: Once an outbound campaign ends, its benefits generally cease as well, unlike inbound marketing where content can continue to draw in customers over time.
How to get started with inbound marketing
The secret to inbound marketing success is knowing your customer. For your campaigns to be successful and generate leads, the content must be easily discoverable, tackle issues that consumers are dealing with, and create value either by educating or entertaining the reader. Yes, easier said than done, but in the online world, all roads lead to market research.
The first step when starting any new marketing program should always be to carry out an audit of your current strategy and performance. Take stock of the marketing assets you have at the moment (i.e., website, blog content, social media accounts, videos, printed content, etc.), and evaluate your budget and team capabilities to have a clear idea of where you’re standing. Once you have a comprehensive overview, spotting gaps, and content opportunities will be a piece of cake.
The next step is research. Familiarize yourself with your target audience, their interests and pain points, the channels they use, and the types of information formats they prefer. Understanding what your prospects are attracted to will be a huge help when you start thinking about content creation. In the beginning, it’s enough to establish rough buyer personas that you can continue to update and improve once you kick off the campaigns, but keep in mind the most important questions that you’ll need answers to:
- What is their demographics?
- What is their role in their company, family, community, etc.?
- What are their desires and aspirations? What are they trying to achieve?
- What pains and problems are they trying to solve? How can you help them?
- What’s their story?
Developing buyer personas brings a lot of clarity and direction to marketing campaigns, so don’t skip this step however tempting it may seem.
Tying this information to your customer’s buyer journey is also key. To be able to target your buyer personas, you must know how they become aware of products like yours, how they compare and consider them, and how they make buying decisions. This will provide you with the much-needed context of how to string all the information together. According to Kapost, companies that craft buyer persona-driven content see a 45% increase in their volume of Sales Accepted Leads (SALs).
Next on the list is defining your marketing goals. It’s an integral (and obvious) part of any marketing campaign, yet many fail to recognize the risks that come with skipping this step. Without setting clear goals from the beginning, you won’t be able to measure your campaign’s performance and determine its success or failure. So use the SMART (specific, measurable, attainable, realistic, timely) goals methodology to align your campaigns with your business needs.
With that out of the way, you can start putting your marketing plan together. This comprehensive document should be a living, breathing thing that you update as you collect new information and sync with your audience. Based on your buyer personas and campaign goals, work on your content strategy and conversion paths. Your content strategy needs to address the following aspects (not a definitive list):
- Your value proposition (why should they choose you and not your competition?);
- The keywords your prospects are using to search for your and similar products or services;
- How frequently do you need to publish new content?
- What kind of content do your prospects want and in what format?
- What channels should you be using to distribute your content?
When it comes to conversion paths, make sure you map your content strategy to your sales funnel. Prospects at different stages in their buyer journey will require a different type of content to progress further – this will range from purely inspirational and educational generic content to raise awareness and attract new leads, to more product-focused content that’s optimized to drive conversions. So when you get to this part, consider the following questions:
- How will you generate leads?
- What ‘lead magnets’ will you use to attract new prospects? What content offers will you make to nudge them down the sales funnel?
- How will this path be implemented on your website? This requires you to think about CTAs, landing pages, emails, forms, etc.
Now, all that’s left is to put these plans into action! To establish yourself as a thought leader in your industry and get found in search engines, start creating unique, compelling content. Blogging, social media, premium content (lead magnets, such as tools, calculators, long-form, videos, etc.), and content outside of your website (guest blogging, podcasts, etc.) are the most effective tactics that you can try.
P.s. don’t forget to promote the hell out of your content!
How to get started with outbound marketing
Getting started with outbound marketing can be challenging. But it’s important to remember that a well-rounded marketing mix that draws on both inbound and outbound marketing tactics is a surefire way to hit the lead gen jackpot; in other words, it’s worth the struggle.
The main difference with outbound marketing campaigns is that you actively go out to look for prospects, usually via paid channels. Different outbound marketing tactics will call for different levels of preparation and input, but they can be a great way to amplify your inbound efforts and target specific opportunities.
Marketers often turn to outbound tactics when the organic reach of their inbound campaigns is too low. For instance, if you write a 30-page ebook on a hot topic and create a special landing page for it offering a free download (or an exchange of content for an email address), a couple of leads per day simply won’t cut it. For your hard work to yield results you need to go out and shout about this great piece of free content to everyone and anyone who’s willing to listen. That’s where outbound marketing comes in.
Social media ads, pay-per-click advertising, email prospecting, event marketing, content syndication or direct mail – any one of these tactics can be used to push the message out to a wider audience and attract new potential customers. In order to target the right audience through the right channel, you need to evaluate your content offer and determine who’s most likely to take you up on it and what’s the best way to reach that segment of the market.
Things you can do today to upgrade your inbound and outbound marketing game
A combination of inbound and outbound marketing tactics is what drives the best results for most of the companies. Although these two approaches are often pitted against each other, aiming to calculate the ROI separately, there’s no reason why marketing efforts should be measured and compared that way. After all, they’re geared towards the same purpose. So instead of focusing on the inbound vs outbound debate, let’s look at how you can mix the different tactics to upgrade your marketing game.
Try content syndication to drive more traffic. Content syndication is the process of promoting your content, such as blog posts, videos or long-form pieces on third-party sites. These content ads are typically displayed at the bottom of the articles in the “Similar Articles Around the Web” section. When displayed on sites like Forbes, CNN, or similar outlets, high-quality content can drive quite a bit of traffic and help raise brand awareness.
Invest in pay-per-click (PPC) advertising to amplify your inbound campaigns. PPC can take two types of forms – AdWords ads and display ads which appear on search engines, such as Google, Bing, and Yahoo, or social media networks like Facebook and LinkedIn. PPC ads can achieve great results in driving targeted traffic to purpose-built landing pages or special offers that relate directly to the search terms used by prospects. By using highly optimized ad copy, marketers can target specific keywords and attract higher-quality leads.
Automate your email marketing. Aligning your content strategy with your sales funnel will help you craft relevant content based on where in the buyer’s journey your prospects are. Automated email marketing campaigns will enable you to send that content at the right time and with the right offers, turning lukewarm leads into hot prospects and reducing conversion time. With the smart email marketing tools available to marketers today, even outbound email campaigns can be segmented and hyper-targeted. This further closes the gap between inbound nurture campaigns and outbound email blasts, the main difference being that inbound campaigns benefit from opt-in email lists.
Adopt a CRM system. Marketing automation and customer relationship management go hand in hand. Adopting a CRM will help you focus on providing value to the customers, personalizing and improving their experience with your business, and streamlining the buyer journey. Bringing together the customer data and all touch points will help you make sense of customer behavior and anticipate their needs. The insights you gather by using a CRM will not only help you cultivate stronger relationships with your current customers but will also contribute to developing both inbound and outbound campaigns in order to attract new leads.
Best resources for inbound and outbound marketing
Modern marketers are obsessed with optimizing and automating their efforts to achieve the best results in the shortest amount of time possible. So it’s no surprise that there are hundreds of useful tools and resources out there designed specifically to make marketers’ jobs easier. Here’s a list of some of the most popular resources that might come in handy.
Inbound marketing tools and resources
Tools & resources:
- Buzzsumo – find trending content on any topic
- Keyword Planner – research the best keywords for your content and ads
- Lead Scoring – rank your leads according to their likelihood of conversion
- Unbounce – quickly build custom landing pages for your campaigns
- SumoMe – build your email list and drive more traffic
- Visme – add movement to your brand strategy with videos, animations, infographics, and more.
- HubSpot Blog Topic Generator – easily generate a week’s worth of blog topic ideas
- CoSchedule – organize your entire content marketing strategy in one neat calendar
- Canva – create beautiful graphics for your blog and social media
- Buffer – schedule and automate your social media posts
- Marketo – automate your marketing efforts
Outbound marketing tools and resources
Tools & resources:
- LeadGenius – identify and generate more leads
- SmartDialer – all-in-one phone call service
- Yesware – try email automation and tracking
- Outbrain – experiment with content syndication
Inbound vs Outbound: the verdict
The best answer to the common question, “Should we be deploying inbound or outbound marketing tactics?” is a simple “yes”. One should not be replaced by the other, as the real magic happens when the two approaches are merged into one coherent strategy.
If you’re trying to decide which approach should dominate your strategy, be sure to address the following questions:
- How soon do you need to see results? If your business needs an urgent uplift, you’ll probably be better off running a few laser-focused outbound marketing campaigns as they can produce immediate effects.
- What’s your marketing budget? Big and bold outbound marketing campaigns, such as TV ads or adverts in underground stations, can have a tremendous effect but will also cost you a leg and an arm.
- What are your competitors up to? Keeping a close eye on your competition will help you identify and capitalize on overlooked marketing opportunities. Remember that it is better to differentiate your business from your competitors than to engage in head-to-head competition.
Ready to take your inbound and outbound marketing to the next level? Request a demo with Teamgate today!