Inbound and Outbound are two common marketing approaches. In recent years, the first seems to take the step on the second, older and traditional. The question that arises then is to know which to choose. Let’s say that both are useful, effective, each with its advantages and disadvantages. In this article, we suggest you explain these methods and facing them to face to better understand their differences.

Inbound Marketing vs Outbound Marketing: Understanding the difference

As we saw in a previous article, Inbound marketing is a natural strategy centered on the customer (his brakes, his needs and his purchase career). It consists of ensuring that the latter comes from himself to the company, offering him quality content, in adequacy with his interests. Here, the public is therefore carefully targeted, analyzed, husked, to offer him a real value with information that will make him want to take an interest in the mark and possibly buying his products / services. The company is no longer just seen as a saleswoman, but as an expert in his field, as a leader of opinion. For this, the main tools used are blogs, SEO, personalized emailing and social networks.

On the other hand, the outbound marketing, is rather centered on the seller and the characteristics of its products / services. It aims to use various techniques to sell a product / service to the greatest number of people as possible, therefore to push an offer to the public, without really worrying about whether it is interested or not. The main purpose of this traditional marketing method is pure sale. It includes for example advertising (display, TV, radio, internet), phone calls, mass emailing on large mailing lists, etc.

The benefits of Inbound Marketing

Thanks to its personalized and pointed content, incoming marketing creates a real added value for its prospects and proposes solutions aimed at resolving their potential problems. So it’s the public who decides to go to the brand if he is interested and when he decides.

Inbound is an effective long-term solution that values exchange and information while opting for a natural approach to the hearing. It makes it possible to establish a relationship between a prospect and a mark. In addition, this technique also has the advantage of offering an excellent king over the long term.

Outbound Marketing: an effective strategy but with its limits

Although the outbound method is more aggressive, it is a powerful, very effective tool in the short term, which has the advantage of being relatively easy to set up, to be able to quickly affect many people, therefore to offer immediate results and strongly increase the reputation of a brand.

Outgoing marketing, however, requires large investments to function and usually presents a lower ROI than as part of an inbound strategy. In addition, communication is one-way because the public does not really have a say, it suffers, in a way, this sending of advertising as massive as impersonal, not taking into account its personality and its needs.

Inbound, Outbound: Which strategy to turn?

To find out which strategy to choose, you must take into account several factors:

Your market

Who are your buyers? How do they buy your products / services? How will they seek information about your products / services?

Your offer

What kind of product / service do you want to market? What needs are your audience about this type of product / service? How does your product / service make the difference in relation to your competitors? Who is interested in this type of product / service?

Your goals

What are your specific objectives regarding the development of your brand, its notoriety? What are your sales goals? What time did you fix yourself to achieve your goals? Are you looking for a long-term or short-term strategy?

In a world where the public is literally flooded every day of various advertisements, the inbound marketing appears as the new favorite brands. This does not mean that the outbound is stored in the closet. The idea is not just one replaces the other, but rather than the two complement each other. These two methods can be used separately or jointly depending on your market, your offer and your targets, the final goal is always generating prospects and transforming them into a customer.