The Difference between Inbound and Outbound Marketing
Outbound marketing is about pushing messages out into the world, while inbound marketing helps pull people into the sales cycle. Like any marketing strategy, both share the same goal of trying to close deals, but these techniques involve very different methods.
Here are five key differences between inbound and outbound:
- Inbound marketing is sometimes referred to as “attract” or “pull” marketing.
- Outbound is sometimes dubbed “interruption” or “push” marketing.
- Inbound is a newer methodology, while outbound is more traditional.
- Inbound marketing includes SEO and content marketing.
- Outbound marketing includes cold calling, direct mail, and digital ads.
You can think of inbound marketing as a magnet that can draw specific people toward your business. Meanwhile, outbound marketing is like a megaphone to get your messages heard by the masses. Both are useful, but each tactic also has its own pros and cons. So, let’s explore how you can pair these techniques with a telemarketing software to grow your business.
Table of Contents
- The Difference between Inbound and Outbound Marketing
- What is Inbound Marketing?
- What is Outbound Marketing?
- Inbound vs. Outbound Marketing
- Let FiveCRM Supercharge Your Marketing
What is Inbound Marketing?
Inbound marketing is sometimes referred to as “attract” or “pull” marketing. If you picture inbound like a magnet, it’s easy to understand how it works. An inbound marketing strategy puts focus on attracting interested parties. It’s a newer type of marketing, and many of the associated techniques involve digital marketing.
Examples of Inbound Marketing
If inbound marketing is like a magnet, how do you create that magnet and make it as strong as possible to attract more prospects? There are many marketing tactics that align with the inbound methodology. Some of the most popular include:
- Blogging and content marketing are all about positioning your company as a niche authority to build brand awareness, trust, and loyalty.
- Earned or organic social media presence is a “social signal” that tells people that your brand is trustworthy, reliable, and worth looking into.
- SEO and online visibility efforts involve posting relevant content and optimizing your landing pages, product listings, and other website elements to appeal to search engine crawlers so you can rank higher for relevant keywords.
- Email marketing campaigns target a list of prospects who have opted into your list. This marketing method is prevalent throughout the buyer’s journey, especially when you’re trying to make the initial sale or get a customer to make a repeat purchase.
These methods do not encompass all the ways you can run an inbound marketing campaign, but they do represent some of the most widely used tactics associated with this methodology.
The Benefits of Inbound Marketing
The next question most business owners have is simple: Should you invest in it?
- Content marketing is widely considered worth the investment, even if you don’t focus on inbound marketing. By publishing quality content that is seen as helpful and authoritative, you can support your lead generation tactics while building customer trust, loyalty, and long-term relationships.
- By investing in content marketing, you’ll also end up investing in SEO. This means your website will rank higher in the SERPs (search engine results pages), thus allowing you to reach more potential customers. This content can help engage new prospects and nurture those ready to make a decision into the next step of the sales funnel.
- Aside from growing your customer base, inbound marketing is also advantageous because it is highly measurable. Since most inbound marketing techniques utilize digital marketing tools, you can quickly analyze and measure the results of every move you make. As a result, you’ll be able to stretch your marketing budget further.
Inbound marketing has its advantages, and if you’re investing in search engine optimization, you’re already working on an inbound strategy, even if you didn’t recognize it. Of course, no method is perfect.
The Disadvantages of Inbound Marketing
The major disadvantages of inbound marketing are the work, skills, and time involved in pulling it off. So, consider the following.
- Inbound marketing requires constant work. Between SEO, blogging, social media, and regular email campaigns, you’ll find that an inbound marketing strategy is a very hands-on approach to growing your audience and brand.
- Inbound marketing also requires several skills, which means doing it yourself or working with a small team can lead to inefficiencies and frustration. If you’re unfamiliar with web development, social media, SEO analysis, and content writing, you’ll struggle to execute an inbound campaign on your own.
- Measuring the results of inbound marketing is also time-consuming if you don’t have the right software. A host of metrics will be available to you, but if you don’t have a specific telemarketing solution to help you make sense of the data, you’ll feel overwhelmed and miss out on key insights.
- For some industries, the audience isn’t large enough for inbound marketing to be worthwhile. If you are working in a small niche or most of your audience can’t be reached online, inbound methods probably won’t pay off.
With all of these things considered, let’s now focus on outbound marketing strategies and how they differ.
What is Outbound Marketing?
Outbound is sometimes dubbed ‘interruption’ marketing because it interrupts a person from what they’re doing to try and get their attention on your brand. Outbound marketing is also called “push” marketing because it pushes a message out rather than drawing people in. Many “traditional” marketing methods are outbound.
Examples of Outbound Marketing
If inbound is a magnet, outbound is a megaphone, but how do you create that megaphone and make the volume as loud as possible? Here’s a look at some outbound marketing tactics to get you started.
- Cold calling is a staple in outbound marketing because it involves putting your brand directly into the ears of someone who otherwise may never come across it. In fact, telemarketing is one of the oldest forms of outbound marketing, and it continues to prove highly effective.
- Direct mail is another example of outbound marketing because it gets your message into the hands of a potential customer. Indirectly, you could also use magazine ads that your audience may ultimately see without worrying about their distribution.
- Display advertising, such as banner ads, billboards, and flyers around town, is also used in outbound marketing campaigns. This type of outreach is known for being effective at capturing a person’s attention, especially if you have a stand-out message or visual.
- TV and radio ads are also known as outbound tactics, although these traditional advertising techniques tend to be more costly for small businesses. Still, if you want to get your message in front of the masses, there’s no better way to do it.
Advantages of Outbound Marketing
So, you now know what’s involved in outbound marketing, but is it worth the investment? Here’s a look at the advantages.
- Outbound marketing requires much less ongoing investment of time and energy. You can even repurpose materials across mediums, especially when creating a campaign that performs well.
- Print and media advertising often drive quick results. If a surge in sales is what you’re after, outbound marketing can get new customers much faster than the “slow and steady” approach of an inbound campaign.
- Especially with cold calling, being able to track your prospects as you interact with them can help you gain massive control over your conversion rate and customer experience. A telemarketing specific solution can help you do just that by guiding personalization, follow-up, and conversion.
- Outbound marketing uses traditional mediums consumed by the masses, like radio, television, magazines, and billboards. This means you can quickly get your brand in front of a large and varied audience, which is great for B2C brands with a general appeal.
Disadvantages of Outbound Marketing
The perks of outbound marketing are plentiful, but there are also some fundamental reasons why you may not want to use it as your go-to strategy.
- While outbound marketing generates quick results, the exposure tends to be temporary. Your ads will only appear on TV, radio, or billboards for as long as you’re paying the fee to air them, and it tends to have diminishing returns after a while.
- Because outbound marketing uses more traditional methods, it’s tough (if not impossible) to measure the actual results of a given campaign. If you’re running multiple campaigns at once, like one on television and one on the radio, it’s even harder to work out where your sales came from.
- Due to the mediums employed by outbound marketing, it’s also challenging to target your audience. For this reason, outbound marketing tends to be very ineffective for B2B companies or any niche product that doesn’t appeal to a wide audience. While direct mail and cold calling can be somewhat targeted, TV, radio, and billboard ads are not.
- If you only invest in outbound marketing, it can be hard to find trust amongst your audience. Many people now check social media and other sources to see what other people are saying about a brand before investing. If you’re not investing in inbound tactics, you might struggle to close the deal.
Inbound vs. Outbound Marketing
If only marketing were as straightforward as a simple “yay” or “nay” one way or another. No two companies are alike, so take an objective look at your marketing actions and work out what’s working and what isn’t. If there’s an unexplored market you’d like to reach, think about how you can reach them with methods you aren’t using at the moment.
The best thing about these marketing methods is that they aren’t mutually exclusive. There’s no requirement to pick a side. Maintain what has proved to work in the past but research appropriate and interesting ways of reaching new markets. This approach is key to effective marketing: test, analyze, and refine.
Different types of industries may find more success with inbound than outbound or vice versa, but sometimes doing things differently from your peers can really pay off. So, where should you start?
Whether you decide to focus on inbound, outbound, or a solid mix of both, one thing is for sure: Your long-term success depends on your ability to build lasting customer relationships. One of the best ways to do that is through a customer relationship management (CRM) software made specificallt for telemarketing.
Let FiveCRM Supercharge Your Marketing
Regardless of your lead generation tactics, collecting and utilizing insights is key to growing your business successfully. As the only CRM designed specifically for telemarketing, FiveCRMs complete customization can help you track prospects no matter where they came from and watch them as they move through the funnel.
With tools specific to telemarketing; personalized interactions and automated follow-ups making nurturing both leads and prospects a breeze. Improve conversion rates for your agents with customized call scripts and access to real-time metrics and prospect information, ensuring you remain in touch with new leads at just the right moment.
What are you waiting for? Find out how FiveCRM can boost your conversion rates and grow your sales funnel today. Visit our website for more information or to book a free demo!