In this article, we'll dissect the differences between Inbound and Outbound Marketing and how you can use them to optimise your sales.
in 17 of November of 2022
Inbound Marketing or Outbound Marketing: which is the best strategy for your business?
When the subject is marketing, you’ve probably heard these two expressions. In this article, we’ll dissect their definition. Show some practical examples of the methodologies behind Inbound and Outbound and what makes these two strategies so different. And how you can use them to optimise your sales.
What is Inbound Marketing?
Inbound Marketing is the set of marketing techniques and practices in which instead of companies going after a potential customer, they start executing marketing actions so that the customer comes to the brand and says: I want to know more about your brand, product and business.
Inbound Marketing has Content Marketing as its pillar.
When you use a blog to inform and produce videos for Youtube that add value to people’s lives, you are building a close relationship between your audience and your brand. It arouses interest in your products or services, even before a commercial relationship.
In addition to visibility and credibility for your brand, you are generating qualified leads interested in what you have to say and sell
What is Outbound Marketing?
Outbound is considered traditional marketing, where your message interrupts a certain someone’s activity without any personalisation or targeting.
We can consider radio advertising, TV, billboard, flyers, door-to-door salesperson or telephone sales.
Well, this strategy is not just all that happens offline! We might consider prospecting via LinkedIn messages or GoogleAds banner ads.
Differences between Outbound and Inbound Marketing
The difference is not only in the format or the dissemination means of the campaigns but also in the way marketing is thought of and the tools used.
An outbound campaign, inserted in the company’s branding, has a start and end date and the results are immediate.
An Inbound email or content strategy, on the other hand, once started, is continued and followed up for an indefinite period.
Inbound also establishes dialogue channels, unlike one-way outbound.
What is the best option for your business?
Both strategies can coexist in your company’s marketing plan.
Producing blog content to define keywords in Google’s search engine does not prevent the same company from doing radio or TV commercials.
As mentioned, Inbound has two main factors compared to Outbound when defining your strategy: cost and metrics analysis.
Advertising on TV or in the press is expensive, and measuring the return on these investments is challenging.
Take MD3 STUDIO – a design and communication agency – as an example: its goal is to sell services to companies.
An Inbound strategy can be the production of content about digital marketing for companies on the blog or posts on social networks that show our work and how we can add value to the business of our potential customers, directing them to a contact form.
The leads that fill out this form are qualified by marketing and contacted by our salesperson.
At the end of a certain period, it is possible to see how much was invested in the blog, how many leads were generated and how many deals were closed from those leads.
Dividing what was spent by what was generated in Inbound Marketing sales, we have the blog’s return on investment.
Imagine we had invested in TV and radio. How could we measure the return on investment?
The conclusion is that active prospecting and attraction, that is, Outbound and Inbound Marketing can work together. However, it is already common practice among the largest companies in the world to focus on Inbound Marketing.
Meaning, long-term campaigns, reliable metrics, exact return on investment and brand strengthening are some of the notable advantages of Inbound Marketing!
Inês Paraíso is the MD3 STUDIO's marketing & communication manager.
She looks for new opportunities to show our work, including on internal social networks. She is also a partner of our clients in their online communication with the creation of content in Portuguese and English. She is very fond of writing and has a gift for putting ideas into words. In fact, she says that words are always magic and have the power to reveal worlds!
Este site usa cookies para melhorar sua experiência enquanto você navega pelo site. Destes, os cookies categorizados conforme necessário são armazenados no seu navegador, pois são essenciais para o funcionamento das funcionalidades básicas do site. Também usamos cookies de terceiros que nos ajudam a analisar e entender como você usa este site. Esses cookies serão armazenados no seu navegador apenas com o seu consentimento. Você também tem a opção de desativar esses cookies. Mas a desativação de alguns desses cookies pode afetar sua experiência de navegação.
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
This cookie is set by Google Analytics. The cookie is used to calculate visitor, session, campaign data and track site usage for the site's analytics report. Cookies store information anonymously and assign a randomly generated number to identify unique visitors.
Set by Google to distinguish users. Connections on the same site only.
This cookie is set by Google Analytics. Connections on the same site only.
This cookie is set by Google Analytics. The cookie is used to store information about how visitors use a website and helps create an analytics report on how the website is doing. The data collected, including the number of visitors, the source from which they came and the pages visited in an anonymous form.