For centuries, businesses have relied heavily on outbound marketing efforts to generate leads, reach customers, and establish a name for themselves in their niche industries. While this tried-and-true sales method has served us well, modern technologies have brought about the new digital age of inbound marketing.
The number of billboards, radio ads, and traveling salesmen dwindled as smartphones became commonplace and audiences opted for streaming services over cable TV.
So, does outbound marketing still warrant space in our business strategies? Of course! Despite growing interest in online media, people still encounter physical, real-world advertisements around them constantly–whether on passing city buses, in daily newspapers, or from family testimonials.
In this article, we’ll define both inbound and outbound marketing, explore their benefits, and illustrate the role each plays in your success as a brand.
What Is Inbound Marketing?
Inbound marketing rose to popularity alongside the global spread of the internet, smartphones, and digital publications. With this approach, brands create and distribute digital content to direct customers toward their websites, social media accounts, online storefronts, or other call to action.
By providing valuable information, businesses raise awareness and engage directly with customers, despite never actually meeting them or talking in person. Essentially, brands take full reign over their marketing efforts, which can help reduce expenses while boosting potential ROI.
Many argue inbound marketing is a win-win collaboration–consumers walk away with a newly developed wealth of knowledge while businesses gain loyalty and revenue.
You’ve likely come across examples of inbound marketing, like:
- Exciting webinars and podcast episodes
- Thought-provoking blog posts
- Downloadable ebooks
- Engaging YouTube Videos
- Interactive social media posts
What Is Outbound Marketing?
Outbound marketing can be traced back as far as the Middle Ages, perhaps even earlier. Imagine bustling outdoor markets teeming with merchants hoping to sell their wares to passersby. Many would scream out their special deals– “Two fruits for the price of one!” –or plaster hand-painted fliers on nearby trees.
Similar methods can be seen even today.
For example, we’ve likely all seen photos or experienced first-hand the massive billboards riddled across Time Square, New York. Many excel in attracting customers with witty slogans, eye-catching images, and flashy promotions. This show is a prime example of outbound marketing.
In essence, any form of external effort to generate sales falls under the outbound marketing umbrella.
Examples of traditional outbound marketing tactics include:
- Cold-calling prospective business partners or customers
- Direct email campaigns
- Billboard postings
- TV commercials
- Print advertisements
- Door-to-door sales
- Trade shows
Inbound vs. Outbound Marketing: Weighing the Benefits
From what we’ve explored thus far, the difference between inbound and outbound marketing is pretty transparent. One centers mainly on personal attempts to garner interest while the other simply throws a fishing line into the pond, waiting for nibbles.
Regardless of their differences, these sales methods (when properly executed) can actually bring substantial traffic to your brand.
Of course, everything has a season, and your strategy should not depend completely on a singular media element. Both outbound and inbound marketing have a unique part in your business strategy.
Well, what does each bring to the table? Let’s delve into the potential benefits below.
The Benefits of Inbound Marketing
Inbound marketing merely supplies the bait to customers. Eventually, the decision to move forward with a purchase, press the “follow” button, or subscribe to newsletters is in the customers’ hands. In short, this approach encourages audiences to engage with you on their own time and in their own way.
Below are just a few reasons why brands are gravitating toward inbound marketing:
- Lead generation: Compelling content can leave audiences wanting more, eventually driving them toward your landing page. Interested visitors will explore more of your resources, educational material, and FAQs, which increases the likelihood of a sale.
- Customer loyalty: Inbound marketing is not stagnant. Brands constantly dish out new content for customers to enjoy and share with others. Over time, this surplus of free education fosters the consumer-business relationship.
- Establishing EAT: Continually publishing trustworthy, well-sourced, and accurate content lends credibility to your brand. With sustained efforts, you can place yourself as an industry thought leader.
- Increased traffic: Digital marketing capitalizes on a particular target audience. This focus means your content reaches those who share an interest in your mission, contributing to higher-quality traffic and better conversion rates.
- Repurposibility: Content is multipurpose. One webinar can be transformed into infographics, blog posts, newsletters, and so much more. Not only does repurposing save time but also further lowers marketing expenses.
Building a brand identity: You cultivate an image of your brand through your tone of voice, color schemes, logos, and content topics.
The Benefits of Outbound Marketing
Unlike inbound campaigns that can take days, weeks, or months to turn a profit, connecting with potential customers face-to-face can generate sales immediately. Masters in the craft of sales can turn any stranger into a believer with some probing about their business and immediate solutions to their problems.
Moreover, customers who have engaged with your advertisements multiple times learn to associate you with a specific product. If they later need help in this area, your brand will come to mind first.
Revisiting our New York reference, outbound marketing also offers brands an opportunity to engage in visual storytelling. Yes, inbound efforts are often illustrative, too. But, imagine magnifying a small Instagram photo onto a 50 ft wide mega screen for millions to see daily. Here we can see how outbound marketing has a leg up over digital strategies.
Combining Inbound & Outbound Marketing for Success
The conventionality of outbound marketing can deter some from incorporating these methods into their business strategies. However, inbound and outbound marketing complement each other, offering brands a comprehensive approach to raising customer awareness and sustained interest.
For instance, making customers laugh with a witty Instagram post can generate more traffic to your website, blog, or catalog. Or, a printed magazine with a promotional code can drive sales for your business.
In the same vein, outbound marketing expands your reach exponentially! You aren’t merely targeting one audience–instead, you’re reaching the general marketplace at large. While your digital media works hard to generate interest online, your physical presence garners trust, recognition, and respect in your community.
Finally, while people continue to engage in the online world, traditional channels like trade shows and tangible media will always provide growth opportunities. Print is not dead! Simply put, media has simply spread into two distinct avenues ripe for the marketing-savvy (like you!).
Remember, just because the tides have changed slightly, customers still have the same need for quality service and support. Stay ahead of the game by targeting specific audiences with inbound marketing and using outbound marketing to expand your reach into untouched territories.
Conclusion
In all my years in media, customers who had a fully integrated approach to their marketing strategy succeeded the most time and time again. The debate for print over digital books shouldn’t be a debate at all. Inbound marketing was never meant to replace outbound endeavors–marrying the two and building off their strengths is what will drive your business forward.
The marketing industry is an evolving ecosystem of interconnected brands seeking the same goal. For this reason, consistently re-evaluate and revisit your strategy. Don’t lose track of your original mission–helping customers and meeting their needs.
Some trends come and go–as is life. Nevertheless, the demand for both printed and digital media will continue well into the future. Jump on board, take the captain’s seat, and steer your business in the right direction with inbound and outbound efforts.
