It is very likely that you have heard of both terms applied to different digital marketing methodologies, but do you really know the Differences between Inbound and Outbound Marketing? If you are still not clear about what type of actions are associated with each of them, you have come to the right place. In this post we will explain how to differentiate marketing strategies with an inbound approach from others that are more outbound.
Keep reading and start putting all the recommendations into practice now!
What is the Outbound Marketing approach?
What we can understand how traditional marketing. The main objective of this type of campaign is that your message reaches the target audience, regardless of whether or not they are looking for said product or service. The main idea is that of send out messages in order to attract users.
Radio and television ads, telemarketing, all of them are examples of “outbound” marketing actions, where advertising continuously comes from said companies, sending messages to their audience.
We can even say that at some point there was a oversaturation, where some messages were simply ignored by the public. This is where the “inbound” methodology was born, advertising specifically aimed at users who have a certain interest in said product or service.
What is the Inbound Marketing approach?
The offer is not launched indiscriminately. In the “inbound” marketing approach, it is about attract our potential customers, offering our message to those we already know have some interest in our product or service. And how will we know that they have such an interest? Thanks to the relationships and conversations that we will have had previously with them.
Content marketing or social networks are ideal scenarios to create this type of strategy. Once we have built some trust with our readers, we will be able to send them information according to your interests, giving way to the possibility that they become customers.
Inbound Marketing VS Outbound Marketing
It is convenient to differentiate on the methodology used between both aspects. However, both can create synergies that aim at a positive result for your business. Next, we share with you the main differences between inbound and outbound marketingbeing able to choose how to apply each one according to your type of business:
Quantity VS Quality
In the “outbound” approach, the strategy consists of impact as many people as possiblewhile in the «inbound» approach, it will look for establish relationships with an audience already interested in our brand, prioritizing quality and adding value to the audience. The actions, therefore, are aimed at a more specific audience, being able to segment the communication. This will guarantee a more fluid conversation with our target audience.
In the case of “outbound”, the company tends to talk to a broader audience, which usually limits the personalization of the message, making use of a more general approach.
Interruption VS Attraction
The direction of communication in the case of “outbound” marketing is more unidirectional, where the message “goes out” from the company to the audience. It is a rather cold communication, which interrupts and chases the customerRegardless of whether or not you have an interest in the subject.
In the case of “inbound” marketing, it is a communication bidirectional The target audience is “incoming”, based on certain messages that have attracted you to the company’s content. It is the audience that performs the search to find you and reach your content.
media type
Outbound communication uses the traditional media for the realization of advertising messages: advertisements in brochures, billboards, television, mass mailings, etc.
In the case of “inbound”, you will find this type of messages mostly in online channels: social networks, blog, newsletter in which the client has already subscribed, Google searches, influencer marketing, etc.
Communication Approach
The main objective of communication in the “outbound” approach is the salewhile in the «inbound» it intends entertain and inform the customer. The “outbound” marketing approach is more commercial, where the message we convey is key so that the customer can be willing to buy it just by seeing it. The content is usually directly related to the product or service, its benefits and characteristics.
In the case of “inbound” marketing, it is about adding value and informing our audience, where on many occasions, we may not even directly mention the product or service we are selling. It is a content that tries to solve concerns and some problems that our potential clients may have, which will provide greater confidence in our brand.
Results measurement
In the case of “outbound” marketing, it is somewhat more complete to impact measurement that our campaigns have had on our audience. The main traditional media, although we can obtain certain data on the magnitude of their public, will not allow us to filter other types of characteristics. However, in the case of “inbound” marketing, we may measure the traffic we have managed to attract to our content. Even more, controlling each one of the steps of the sales funnel, since this potential client knows us, until he buys from us or even becomes a loyal client. This measurement of results will allow us to make all kinds of decisions, knowing if our content is attracting the public that really interests us, as well as what aspects are the ones that are capturing the greatest interest.
campaign budget
In the case of “outbound” marketing, the budgets are marked by the world of advertising, being directly proportional the reach of your campaign, with the budget invested in it. However, in the case of “inbound” marketing, you can achieve an impact on a very wide audience, without having to make a very high outlay. Obviously, with a higher budget, you will be able to create a greater number of contents for your audience, but there are other relevant factors that define the success of the campaign.
Now that you know the main differences between inbound and outbound marketing, it is essential that you keep in mind the different types of actions, in order to optimize your marketing strategy. The key is that you think about what users value about you as a brand and what you can contribute to them. From there, you will be able to define the most appropriate strategy for your company!
In , we work different online marketing strategies, capable of attracting your target audience to your website. If you want to know how we carry it out, do not hesitate to contact
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