Why Utilizing Both Inbound and Outbound Marketing is Beneficial for Your Business
Industry professionals have debated between using outbound and inbound marketing tactics for the past two decades. But should you only choose one path or should you do both? Outbound and inbound marketing each have their advantages, but combining them can lead to optimal results. First, we must understand what outbound and inbound marketing are so we can make educated decisions.
Outbound marketing is a tactic that reaches out to the desired target market. It typically includes traditional media and is usually what the general public typically thinks of as marketing. However, there are also online strategies, which include paid ads. This tactic has the nickname of “interruption” marketing because it generally stops consumers’ attention from their current activities. Because of the interference outbound marketing has, potential customers often overlook outbound marketing alone. B2C businesses use outbound marketing for brand awareness and product remembrance. Typically, the more money spent, the wider the audience reach, which can also be more general than inbound audiences. Older generations still are more receptive to this traditional type of marketing than younger generations. Outbound marketing is seen as active since the business must reach out to the consumers.
Examples of outbound marketing include billboards, telemarketing, TV, radio, email blasts and trade shows.
Inbound marketing occurs when customers seek out your business, which is usually done online. This is a newer marketing tactic than outbound. The key to achieving this tactic is for businesses to build their websites and social media to attract their desired target market and get them engaged. The inbound tactic started nearly two decades ago with the growth of technology and the ease of accessibility to computers. The steps of inbound marketing are to attract customers to your business site, convert, close and delight. Since inbound marketing deals heavily with an online presence, younger generations are more perceptive to this type of marketing than older generations. Inbound marketing is generally passive, as the consumer is seeking your business.
Examples of inbound marketing include SEO, social media, word of mouth, online reviews, blogs and content creation.
Benefits of Using Both Simultaneously
Outbound and inbound marketing tactics both have different purposes that work well when overlapped. This strategy can be referred to as a “push and pull” method. The outbound does the pushing, by getting the message out there to be seen by consumers. Inbound does the pulling by enticing and drawing in the desired target market. Using both together doesn’t have to be cut equally in half. You can apply different amounts of each marketing tactic depending on the needs of your business.
Which should you choose?
Ultimately, the correct decision is not clear-cut. Every business has different needs, which often evolve over time to keep up with the current demand. First, identify your goals in order to determine if you want to push brand awareness or if you are trying to attract leads. The majority of the time, businesses need both inbound and outbound marketing to fulfill both of these needs.