Updated: May 13
Are you a newbie in the business-verse? And you’re not sure on what marketing strategy suits your business? If your answers are yes, this piece is for you.
Opting for the best marketing strategy is a crazy, overwhelming task so this piece eases the pain. Firstly, you need to be able to spot the difference between Inbound and Outbound Marketing.
Ever come across a business that runs a blog where they post articles that educate customers about their products, and walk them through their usages? Dang! You’ve seen a chunk of inbound marketing in play. Inbound marketing assumes customers are ignorant. According to Hubspot, Inbound marketing attracts, engages, and delights its prospects. Prospects and customers enjoy babying because businesses look to establish a long-term rapport with them.
Inbound marketing entices its prospects with in-depth educational and instructional blogs, videos, and other media tactics. It retains customers by engaging them with lead flows, email marketing, inbox conversations etc. And then sprinkles delight on the whole process with smart content, attribution reporting, etc. Inbound marketing aims at building long-term relationships with customers.
You must have received zillions of intrusive, annoying spam emails that you didn’t sign up for. That’s the result of a marketing team who thought outbound marketing was their best bet. So they ignite conversations you didn’t ask for and never want to have. Most times, outbound marketing uses traditional marketing styles: from adverts to spam emails to flyers and cold calls and many other means you’d throw out the window at first sight unless highly impressive.
According to CRM, most organisations are known to spend a bigger chunk of their marketing budget on outbound marketing. Why? It’s a faster approach. But its effect is shallow.
Outbound marketing is radical and gutsy. It employs various unsolicited means like cold calling, to get leads, customers, and spike sales.
Here are three reasons Inbound marketing is better than Outbound marketing:
1. ROI Tracking Problem
Inbound marketing beats outbound when it comes to tracking results. You can know the number of visits to a blog, clicks-through, and those who subscribed to your newsletters. Inbound tactics provide a sticky ground where customers leave their footprints. In outbound marketing, you go in blind. There’s no way to track leads since most of its tactics are traditional.
2. Increasing Restrictions
People didn’t ask to be mailed so when your emails pop up, they use a spam filter to put you in your place, which is the “spam folder.” And when they get sick of your cold calls, they fling you into the Do-not-call list. And we all use ad blockers these days to save us from unsolicited, nuisance ads.
Outbound marketing is intrusive and it may be annoying. It can be only advised if you’re a company that has been around for a reasonable amount of time, established trust with its customers, and needs to expand your inventory. Or need to create awareness for a new problem your products/services solve. But if you’re a newcomer, get on the inbound wagon.
3. Expensive, Low Result
Outbound marketing is an ugly, money-consuming beast. Don’t opt for it if you aren’t a behemoth company with lots of money to spray around. Not everyone has time to watch TV commercials. Your ads don’t even get too many people anymore—thanks to ad blockers. Except for paid ads where people get to see you when they need you and that’s still in the inbound territory. Although inbound marketing takes time to produce significant results, it’s your best shot in building a reliable customer base.
Both marketing tactics are valid and they have different applicable situations. But inbound marketing has been known to produce more results over time across the board.