Inbound Marketing

The objective of inbound marketing is to grow a brand by building relationships with customers and prospects. To do this, we build lasting and meaningful relationships. We must offer value and empower people to contact us at any stage of the customer’s journey.

The inbound methodology is usually applied in three different ways:

1. Attraction – attracting the right people with relevant content and conversations that offer value and help demonstrate that your brand offers the best solutions.

2. Involvement – Presenting insights and solutions that meet the challenges faced and objectives so that you are more likely to buy our solution.

3. Charming – Offering help and support to your customers to achieve their goals with their purchase.

What is Outbound Marketing?

Outbound marketing refers to any form of marketing where a brand starts a conversation or when it sends a message to a specific audience. Examples of Outbound marketing include more traditional forms of marketing and advertising such as television or radio advertisements, print advertisements (newspapers, magazines, flyers, brochures, catalogues, etc…), sales calls and e-mail, among many other forms.

Outbound marketing is the opposite of Inbound Marketing, where customers find us when they need our solutions.

Outbound marketing is generally more difficult to measure and less profitable than Inbound Marketing, however, most brands still invest much more in Outbound.

What is the advantage of Outbound Marketing?

As the brand itself starts the conversation, it can dictate the course of the conversation and thus present its message to those interested.

This allows you to create a dialogue with an interested party where you can achieve various objectives, for example:

– it can arouse curiosity and/or desire – a strategy very common in television or radio ads;

– It can provide all the necessary technical information – very common strategy in catalogues or websites;

– It can also provide a summary of its solutions – very common strategy in brochures or flyers.

What is the disadvantage of Outbound Marketing?

Outbound marketing represents the majority of marketing budgets for many businesses. It has been around for a long time and many people already consider it a fixed expense. However, outbound marketing has many difficulties and traditions, and past mistakes should not prevent any brand from adopting new marketing strategies. Some of the problems with outbound marketing are:

– Difficulty in measuring ROI;

– Innovations in blocking technologies (phone books, spam filters, TV boxes, etc.);

– High cost, low return.

Zany, which of these is the best strategy for my brand?

The truth is that both are important. They should work together and we should not bet on one to the detriment of the other.