How to Effectively Use Both Outbound & Inbound Marketing
Commonly spoken by marketers today is the tagline “Outbound vs. Inbound Marketing.” However the reality is, the best marketing tactic is not one versus the other but a combination of both. Read on to see how you can reap the benefits of both strategies.
Outbound Marketing vs Inbound Marketing
Outbound marketing is typically defined when a company utilizes tools such as trade shows, direct mail, print advertising, cold calling and more to reach out to a large mass of audience. This is commonly done in the early stages of business when the clientele pool is relatively small as the company has to create awareness of its services and products.
Opposed to reaching out to the general public, Inbound marketing is typically defined when a company receives sales calls from interested potential customers. This is generally a stage every company desires to be positioned in because it meant the company has built a reputation credible enough to draw clients without incurring excessive sales acquisition costs.
It is challenging to track the ROI from outbound marketing simply because it typically targets a large mass of people aimlessly. This dilutes the company’s ability to position itself attractively to each potential customer, but not if you narrow it towards the right audience.
In contrast, inbound marketing draws potential customers in by using relevant and useful content. Again, a great way not to get lost in the haystack of information or noise is to target the right people with the right content. Get readers to listen to what you’re saying by wowing them with a unique inbound or outbound marketing tactic. Remember, quality over quantity.
Do Your Research Before You Call, Send, and Advertise
No one likes cold calls. Yet, sales calls add value to your company. Whether it be a voicemail, 5 minute call or an hour long conversation, this personalization increases your brand awareness, especially if aimed at the right people such as clients who could serve as great referrals for your company. Don’t waste time and mindlessly send a message to people who won’t act on it. Instead, mail out an ad to those you know are interested. Send them out to people who are not opening up your emails and maybe they’ll turn their head at the sign of a mail piece. Measure these acts and interpret their buying signals by optimizing your marketing campaigns.
In addition, the prevalence of social media to stay well-connected with consumers and business vendors advises companies to ensure all social media networks such as your blog, website, social channels, infographics, podcasts, e-books and more are regularly and constantly maintained to engage online users.
As always, do your research so you don’t go into it blindly.