INBOUND

Inbound vs Outbound Marketing

Inbound marketing is a recognized method — so far — to generate leads. I say “so far” because nothing in this field can be considered universal and eternal. Inbound seems to be the most effective marketing method at present.

Needless to say that it implies to design a powerful strategy in order to drive sales and grow your business. In other words, your device must attract leads that must generate prospects, prospects must convert into clients, and finally clients must become repeat clients and referrals. Your clients are your best publicity. No news.

Outbound marketing, instead, is the traditional way of broadcasting ads and commercials to a mass audience.

When compared to outbound marketing, inbound marketing soon appears to be less expensive.

It is because not only are newspapers, radio and TV ads quite expensive as such; it is particularly due to the lack of target. If you broadcast your message to a mass audience, part of that audience, even a large part, may not be in your target demographics. Therefore, the quantity of “energy” employed is disproportionate to the result. Energy here is for means, media and so, money employed.

At the same time, be careful about what you read and listen to from around the Internet, as inbound marketing does not mean it does not involve money. You need money to make almost everything today, so the point is to spend it effectively and accordingly.

Let’s come to the point.

Imagine your marketing machine works like an electric generator driven by kinetic energy. Part of that energy will turn into electricity, yet part will dispel in the process. It is called entropy (see second law of thermodynamics).

If we agree that entropy is the degree of disorder or unpredictability in the system, which causes the system to gradually decline into disorder, we find out that no system is perfect. I have introduced the concept of entropy to remark that nothing is ever complete and flawless.The efficiency of a marketing system, as the efficiency of an engine, cannot be 100%. That being so, we cannot deny that a certain amount of entropy affects inbound marketing too. It does, but less than outbound marketing.

No doubt. Inbound marketing done wrong is highly counterproductive.

When you target a specific audience, which is your audience, your message is due where it belongs.

Nevertheless, granting you target the right audience, people who embody your marketing personas, it does not mean you succeed for a certainty. If you do it wrong, it has the side effect of destroying your brand. So, watch out, do it right or let pro people take care of it.

Yes, inbound marketing costs less than outbound marketing; it reaches for more prospects but it doesn’t automatically convert them into clients unless you set it all up correctly. There is always hard work to be done behind the scenes.

You still miss a piece of information.

For inbound marketing to work, excellent content must be created, because that’s what inbound marketing is, create superb content marketing, blogs, events, SEO, and social media interactions in order to raise brand awareness and attract new business.

Thus, the real question here is, Why inbound is better than outbound marketing?

While outbound marketing shoots into the crowd and fights for gaining customers’ attention, inbound marketing is a strategy designed on creating content that solves the necessities of your customers. This way, you are targeting a qualified audience, which helps you build trust for your business.

At the same time, you need knowledge, abilities, tools, and means to put a powerful inbound strategy into action. This translates into costs, as there is no such thing as a free lunch, you know.

Sumo has recently published a blog post highlighting 8 magical words that sell. These words are:

New; Free; Because; You; Now; Imagine; Limited; Instantly.

Now, I can use all these words in a short composition that sums up an idea like this, “Let’s inaugurate a new era for all of us to be free. It must be now not then, because we all lack freedom. I know you can imagine humankind finally released from strife and sorrow, and no more limited by need and want. This would instantly make the world the land of happiness.”

Well, it might be touching, perhaps; yet, does it sell? To whom? Why? What does it have to sell? Some may like it; some may not. It all depends on the context, the audience who receives it; the form people receive it; why when and how they are receiving it, and so on and so forth. Each of those words is meant to trigger a certain emotion, so, yes, they sell, but you need to use them properly, and, of course, not in one sentence or short composition.

When using words on marketing purposes always make sure to use direct and simple language, one that meets your audience likings.

The bottom line here is:

  1. Outbound marketing is made for buying customers;
  2. Inbound marketing for earning their attention.
  3. Do not think that inbound marketing is free; it is certainly more cost-effective!
  4. Outbound Marketing was in use when there was scarcity of competition and plenty of prospects. So, Inbound Marketing can be considered as a survival strategy in a hyper-competitive market.

This is a simple infographic to highlight what basically distinguishes inbound marketing from outbound marketing.

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