How to combine Inbound and Outbound marketing strategies?

The marketing strategy of your company does not bring you complete satisfaction? Do you want to significantly improve your ROI? In order to boost the business strategy of your company, it may be wise to combine two methods that, far from being opposed, have been proven: Inbound and Outbound marketing strategies.

The digitalmediaengineers team invites you to take stock of these two methods in order to implement a global marketing strategy within your company.

What is Inbound Marketing?

In recent years, we hear a lot about Inbound Marketing. So much so that this strategy gives the impression of being self-sufficient. In reality, this is not entirely true. But let’s go back to the definition of Inbound Marketing.

Inbound Marketing can be translated as “incoming marketing”. These are all methods that can be implemented by a company to bring the customer to it. Much less intrusive and aggressive than Outbound Marketing, this strategy means knowing your market perfectly. Indeed, a company that has a good understanding of the needs of its target is likely to succeed in putting in place an effective strategy. Of course, this is a method that is only effective in the long term: offering high value-added content to its target does not necessarily bring immediate results.

Take the example of a company specializing in the sale of management software. This company can initially make itself known of its target by proposing webinars on topics related to management. If the webinars bring real added value, the company will be seen as an expert in its field, which is a second time, will boost software sales.

What is Outbound Marketing?

The Outbound Marketing can be translated as “outgoing marketing “. These are all traditional techniques of marketing: telephone prospecting, advertising, emailing or even street marketing actions. A company specializing in the sale of management software implementing an Outbound Marketing strategy will thus directly connect with its potential customers in order to sell the software. For this, he/she will buy advertising inserts on Internet sites and set up emailing’s. The company’s sales representatives will also contact prospects by telephone to sell the software.

Contrary to the Inbound Marketing, the Outbound Marketing thus makes it possible to obtain results on the short term: if an advertisement increase during 5 days, the sales will be boosted during these few days, rarely more. It should also be taken into account that this strategy, often considered intrusive, does not necessarily have a very good image with the general public. Finally, this method requires a significant upfront financial investment that all businesses cannot afford.

The winning strategy: combining Outbound and Inbound Marketing

As Inbound Marketing is a cheaper and more qualitative strategy, it might be tempting to abandon traditional techniques to its advantage. However, setting up an Inbound strategy takes a lot of time and the results take a long time to appear.

The sensible is to bet on both approaches. They do not oppose, they are complementary:

Thanks to Inbound Marketing, your teams will get to know their target better. The information collected will enable salespeople to contact prospects in a personalized way at the most opportune moment to sell them products and services.

The Inbound will also allow your company to add value to its Outbound actions: an effective way to improve the brand image! Does your company set up emailing to boost sales of a product? You can make this emailing less aggressive and more relevant to your prospects by including tips for use, a video presentation, etc.

Finally, the Outbound method can also be very effective in promoting your Inbound actions: for example, an advertisement to encourage your prospects to participate in your webinars.

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