Inbound and outbound. These two terms are undeniably part of the active vocabulary of 21st century marketers.
As soon as the notion of inbound marketing is raised, connoisseurs have in mind this strategy aiming at attracting consumers to oneself with targeted content. We are talking about techniques including SEO and SEA, optimized blog posts, partnership with influencers or sponsored events. Conferences, white papers, case studies and natural reviews are all part of inbound marketing.
While this so-called inbound strategy is on the rise, it’s important to note that outbound marketing, a more traditional technique, is not going anywhere. Even in an age of digital technology, outbound marketing still bears fruit. Companies continue to invest in TV and radio ads, billboards, sales calls and trade show booths. SEA spam, paid platform reviews and flyer distribution are still effective.
Let’s take a look at these outbound strategies and their applications in digital!
What is outbound marketing?
A classic form of marketing, outbound marketing puts forward a communication where the advertiser goes towards the consumer. With this technique, the actions carried out by the companies correspond to commercial canvassing intended to push the prospects to consume. This is why it is also called “push marketing”.
In the real world, these are ads, in the form of texts, images, videos or other means, made in places frequented by customers. In the digital world, large street billboards are transformed into pop-ups in high-traffic sites.
Outbound marketing: what is the winning strategy?
Not very modern and intrusive: these are the qualifiers often attributed to this type of marketing communication. However, the strategy used can be respectful of prospects and less aggressive. To adopt the winning policy, a few rules are necessary.
Start by positioning your outbound strategy by determining the targets and the channels to reach them. In order to be less aggressive with your prospects, you need to know how to limit the tone of your sales pitch. Instead of falling into the “too much”, you must demonstrate your offers in a more objective way.
It should be noted that the digital strategy to adopt varies according to the field of intervention. In many sectors, the attention to reading decreases in favor of other types of content. You should also try to personalize the ads according to the targeted categories.
Should we combine inbound with outbound?
Inbound and outbound marketing are two very distinct, even contrasting concepts. However, these concepts complement each other to form a more effective strategy mix. If inbound is about attracting gently, outbound is about closing the deal.
Before the rise of inbound marketing in business, consumers felt drowned out by the mass of ads launched on all channels. Later, modern marketing teaches marketers to start the conversation in a non-intrusive way. They let users search for the information they need, making sure that links and keywords leading to the company are visible.
But this action is not enough to turn targets into buyers. Outbound actions are necessary to push customers to the ultimate purchase decision.
When to focus on the outbound marketing strategy?
As consumers are tired of tons of advertisements and promotional offers both on the internet and in physical locations, the use of outbound marketing must be well considered. But in some cases, it becomes unavoidable. For example, if you sell your products intermittently, seasonality has a hard time aligning with inbound. It is the same for local businesses where it is better to target prospects directly with outbound means.