Inbound and outbound marketing are terms that you must handle to improve the positioning of your company and optimize your sales processes. Capture customers, attract their attention and, above all, captivate them for as long as possible.
We have already spoken countless times about inbound marketing and its way of accompanying the user without being invasive. But what is actually outbound marketing and why could it be of interest to any business? Later we will explain it to you and we will show you some examples that will clarify everything.
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What is outbound marketing?
Outbound Chief VP Sales Marketing Officers Email Lists and inbound marketing: two inseparable concepts
How to combine inbound and outbound marketing
Given the situation of economic changes and ups and downs in which we find ourselves, it is essential to innovate and seek new ideas and approaches to win over your customers. Even if you have to resort to the most classical methods.
Therefore, before you start developing marketing and communication strategies for your company, we invite you to know the difference and possible compatibility between inbound and outbound marketing. Valuing both approaches will greatly help you generate business opportunities and build lasting relationships with your clients and potential clients.
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What is outbound marketing?
Outbound marketing is the set of marketing actions that have the objective of attracting consumers through direct and unidirectional methods.
Despite the fact that practically all traditional advertising could be classified within outbound, we can also find formats typical of digital advertising, such as banners on social networks and web pages, pop-ups, ads inserted in videos, etc.
Regardless of how it is presented, what does define outbound marketing in general is having the sale as an objective in all its strategies. This is why in all its marketing techniques and actions the outbound method tries to draw the customer’s attention to a product or service by directly showing it.
To present this set of actions to the potential client, all the arguments used by outbound marketing are characterized by being simple, direct and poorly developed. In other words, in outbound Forex Email List actions are more spontaneous and do not seek so much the conversion or nutrition of contacts as to capture their attention, increase brand recognition and improve the positioning of the product or service with respect to competitors.
This is why the content generated in an outbound campaign is short, simple and with little (or no) added value for the user.
Examples of outbound marketing actions
We can find endless examples of outbound marketing actions; these are the most common:
Advertisements in the press, radio and television.
Advertising posters on canopies, billboards and other supports.
Merchandising: key rings, mugs, pens, notebooks and all kinds of accessories where the brand image and the company’s message are transmitted.
Direct sales stands.
Online ads: banners on websites and social networks, paid ads in Google Ads and other SEM campaigns, advertising videos on platforms such as YouTube or inserted in blogs and websites, etc.
Do you want to implement an inbound marketing campaign? Click here to access the full PDF
Advantages of applying outbound marketing
If it had no advantages, why would the advertising of a lifetime continue to exist?
A few years ago we thought that it was not possible to highlight again traditional marketing and advertising techniques that we found intrusive, such as the so-called cold door or the classic “mailbox”. Techniques that used to annoy the audience and generate a rejection almost by reflex because, in addition, they interrupted what they were doing. However, sometimes when certain habits are scarce is when they can work best. Of course, only on some occasions and when they are used in the right way.
In addition, even outbound marketing, which emerged more than a decade ago as a counterpart to inbound, can evolve to be applied in techniques that can truly generate business opportunity. This is the case of online advertising on the Display network, which, although it appears without the user looking for it, knows at what time, place and to whom it appears.
So why bet on this specific methodology when the possibilities of inbound marketing are increasing?
Although it is not a matter of choosing between one method and another but of knowing what is appropriate in each situation, we must highlight the following advantages of outbound marketing:
Easier to be cross-platform: be ubiquitous and generate leads wherever you can find them.
Reaction times are shorter: Unlike inbound marketing, which works in the long term, we can rectify our actions in a faster way based on the response of consumers.
More direct contacts: for example, in the case of a stand we are talking directly with the person, being able to take advantage of all the information we receive from this immediate feedback.
We can direct our actions to a wider audience : although in some cases we will be able to segment the audience, other times we will be playing with a greater variety in the profile of the recipient, being able to increase the reach and rethink the target audience.
Outbound marketing and inbound marketing: two inseparable concepts
The term “outbound marketing”, whose literal translation would be “outbound marketing”, is a concept that was born in 2005 in order to better explain a new marketing concept, devised by HubSpot, known as “inbound marketing”.
Inbound marketing is a way of understanding marketing that is very different from what has been done previously. This 180 degree turn to the traditional conception of marketing makes inbound marketing much more than a different technique, becoming a comprehensive methodology or philosophy that, combining SEO methods, content marketing and marketing automation , offers the user experiences relevant and non-invasive through quality content.
The term outbound marketing originates, therefore, as a way of differentiating the advertising techniques that had been used until now in traditional marketing from that new methodology known as inbound marketing.
The main differences between inbound and outbound:
Outbound marketing uses aggressive and powerful methods to attract the attention of the potential customer and show them the product offered and its qualities. Inbound marketing tries to attract the user in a non-invasive way through the generation of valuable content that helps them solve their problem.
In outbound marketing, the brand breaks into the user directly, even at the cost of diverting their attention from what they are doing. For example, as it happens when we watch a YouTube video and an ad bursts in unexpectedly. On the other hand, in inbound it is the user who approaches the brand, voluntarily, in search of valuable information and content.
How to combine inbound and outbound marketing
Although it may seem otherwise, in reality there is no confrontation between outbound and inbound marketing techniques. It is evident that both coincide in their final objectives : to sell a product or service and to enhance the image of the brand or the company.
In the same way that we would ignore and see strange the intrusion of an email from an unknown sender (directly added in the SPAM tray), we cannot use outbound marketing without a strategy behind it. It is clear that we are not going to assault the consumer by calling him on the phone if he has not even shown an interest in us doing so. For this reason, the most interesting thing is to combine outbound and inbound marketing to obtain what interests us the most at all times and thus captivate the consumer.
Many companies have jointly implemented marketing and advertising strategies , thus achieving more satisfactory results. For example, in a blog with quality and informative content on sports equipment (inbound) you can also launch more classic advertising and marketing actions (outbound).
In this way, the sales representative of our company could contact the consumer by telephone call (outbound) when he has filled out one or more forms via online (inbound), for example, to request information about a course.
Another case would be if, before the user looks for us (inbound), we make ourselves known through Display advertising on those websites related to the theme of the product or service (outbound). In this way, the user would interact with our ad and, once they arrive on our website, we could make every effort to attract them through valuable content.
Either way, it is clear that, if the two strategies work separately, combining inbound and outbound marketing could make a significant difference. Now, for them to be effective, the development of both methodologies must be studied very well, to know what type of profiles we want to address, what are the channels and formats we want to use, among other issues.
Your sales are sure to increase!
I hope that after reading this article you have become clear about the concept of outbound marketing and its differences with inbound. And of course, I look forward to your suggestions and comments.