Wednesday 23 July, 2014
There are two types of marketing – outbound and inbound. Outbound marketing is considered the old guard. It includes tactics like direct mail, cold calling and selling door-to-door, where you go out there and basically shout your message to your market.
Outbound marketing is considered old-hat because consumers have supposedly grown immune to being marketed to. Plus, inbound marketing is most of what we do online with content marketing. So, many people feel like outbound is useless.
Inbound marketing is where you bring people to you. We do this through content marketing, driving traffic through backlinking, and SEO to get search engine traffic. Undoubtedly, these are generally better techniques today. They’re also cheaper and easier to do. But here are some reasons why you shouldn’t forget about outbound marketing.
Make an Impact
Because outbound marketing is more direct, it has more of an impact. Have you ever driven by a fast food restaurant and suddenly wanted to a hamburger really badly? That’s how outbound marketing gets you. This is why companies still pay big money for TV commercials, billboards, magazine ads and so on.
Different Strokes for Different Folks
You always hear a great deal about how everyone and their grandma is on Facebook. But depending on the demographic you’re targeting, this may not be true. There is still a huge portion of the population that doesn’t shop online and doesn’t use the internet a great deal. Exhibiting at trade shows, networking offline and making phone calls may still be the only way to reach these people. This is especially true if your market consists of an older demographic.
Inbound Takes Time
Inbound marketing takes quite a bit of time before you start to see results. Some small business can’t wait. They need to start selling immediately. This is why businesses that focus on inbound marketing online still pay for advertising campaigns. Outbound can start moving things along immediately.
Creative Outbound Marketing
One of the reasons people say outbound marketing is dead is that they only think of the worst examples of it – the door-to-door salesman or the telemarketer that calls you up as you’re sitting down to dinner. The problem is that this particular company is doing its outbound marketing all wrong. But there are plenty of ways to do outbound marketing creatively.
Follow the same best practices as you’d use online, and you won’t come off as a pushy, spammy marketer. Target your audience well and present them in a way that’s clever, creative and clear why your product is right for them.
The Best of Both Worlds
It’s best to employ both types of marketing in your strategy. It’s impossible to do any kind of marketing today, especially online, without a fair share of it being inbound. These techniques are a reflection of the market and the way consumers now shop for the products they want. But you also have to invest some resources and energy into getting out there and shouting your message where they’ll hear it.