Like chefs, marketers often combine different “ingredients” to achieve the desired result. Unfortunately, two of these ingredients – inbound and outbound marketing – tend to be configured as competitors, albeit complementary, like salt and pepper.
The difference between inbound and outbound marketing is where you focus your efforts:
- When potential customers arrive, they say they are interested – the number of leads depends on the effort you make to make your message accessible on multiple channels.
- Outbound asks potential customers if they are interested: reach more leads through one or two channels.
So, how do they work together? Consider email. An outbound marketing email directs people to your brand, but without inbound marketing, such as website content relevant to what you offer, you run the risk that recipients will leave your message in their inboxes.
Inbound or inbound can thrive on their own.
Consistent marketing efforts
Internal marketing is widely considered the gold standard for generating demand. Because configuration plays an important role in converting leads into sales, marketers use the configuration and behavioral information from sources used in marketing channels to help potential customers find their solution. After all, 85% of consumers research online shopping before buying.
Although most B2B organizations use it, outbound marketing generally has a dubious reputation. External merchants use ideal customer profiles, industry data, and other potential customer data to start a large network of potential buyers. Most platforms responded to the blocking of consumer data by blocking access to users who did not want to, reinforcing the input method and creating a vacuum for the output sources.
But an external campaign does not have to be aggressive. After all, it is a well-known way to learn more about brands and products; we all feel comfortable with billboards and TV ads. Exit efforts, such as e-mails and phone calls, lead people to solutions they have never been exposed to. At the exit, the funnel starts and fires a steady stream of incoming traffic without high overhead.
Getting in and out are actually two sides of the same coin. Both are powerful lead generation tools that guide potential customers through the resources they may find useful. As marketers, we can bring these channels together to create a stronger strategy than any other when used alone.
How to use a combined strategy
Ready to deploy and disable marketing? Complete the following four steps.
- Apply a push-pull approach
Again, outbound marketing sends information to potential customers, while inbound marketing attracts interested customers. Use both powers and use one to improve the other.
For example, you can create an attractive exit campaign for potential customers to interest them in your company or products. Some of these people go directly to your website and others search for your business online. This is where all the great content you’ve created for inbound marketing comes into play, directing users to specific web pages that suit their interests. His retirement obligation helped his basic content to attract people.
Once they are on your website, you can give them the option to sign up for the newsletter or download a white paper. You can contact them in the future and possibly make a sale.
- Accept the email
The e-mail is still very much alive. According to the 2019 HubSpot survey, more than three-quarters of marketers said their email engagement skyrocketed last year.
Of course, you shouldn’t just be sending emails without attention. For more accurate results, you can segment your outgoing emails to get open rates up to 14.31% higher than bulk emails. Customizing your messaging tactics for the person helps you better focus on outgoing emails.
- Boost branding
Your website, social pages, and other digital content can be great, but people may not discover your brand organically without a little pressure (see step 1). Why be patient when you don’t have to be? To make your business a household name, you need to employ a variety of outside efforts, including advertisements, phone calls, and emails.
After capturing your target audience by sending, you can increase your efforts by inviting visitors to join your “family”.
- Monitor and manage your efforts
Like all marketing strategies, inbound and outbound efforts must be tracked so that you know if your specific efforts are paying off. The UTM (Classic Urchin Tracking Module) parameters work universally for this, especially if you rely on Google Analytics for real-time feedback.
In that sense, your outbound marketing must determine how it affects inbound and vice versa. For example, does a white paper advertised through outbound traffic work better than a blog post with the same offer? Or do potential customers seem equally motivated by both options or not?
Once you’ve found the right balance between inbound and outbound, you can enable or disable campaigns, depending on your desire to drive top producers.