Inbound Marketing vs Outbound Marketing
The way people communicating is now changing rapidly and so does marketing. As we transitioning and adapting into the all-digital era, there are some aspects that have to succumb to the force of this new advance. For example, there are plenty of cases of how the traditional media is in the verge of death. Notable newspaper and magazine such as Newsweek, The Independent, and many other print media have gave up print and went online. The same goes to outbound marketing aka traditional marketing, which gradually losing its effectiveness. Along with the decline of outbound marketing, rise the age of inbound marketing which is powered by the internet and social media. Before we went further and discussing which method works best, it will be better to learn more about inbound marketing and outbound marketing.
Channel: Print Ads, TV Ads, Billboard Ads, Radio, etc.
Outbound Marketing is basically a traditional way of marketing. It aims at “trying to reach as many people as possible, whether or not they are active buyers.” To put it simply, outbound marketing tends to market to a larger volume of less-targeted people. And unlike inbound marketing, outbound normally does not take the Buyer’s Journey into consideration.
Channel: Search Engines, Social Media, Content Creation, Blogging, etc.
While Outbound Marketing focus to getting as many reach as possible, Inbound Marketing focusing more on creating connection between the brand with its prospect. At the core, Inbound Marketing is all “about getting found when people are looking, rather than forcing your message on people who may or may not be interested.” This way, you can attract more active potential customers with a higher possibility to convert.
On top of that, using inbound marketing makes it easy for you track and measure your performance (Also Read: 7 Startup Metrics You Should Track Now). Sure, we can track our performance after we put outbound marketing campaign, but is it effective? Most of the time we have to rely on assumption that our customers really come because of the outbound marketing strategy. In inbound marketing, we can use hard number and exact statistics to measure it. Not to mention if you are equipping some software or tool that can help you with the tracking and monitoring works. Sounds good?
WHAT TO CHOOSE?
Instead of choosing one of them, I prefer to run a mix of both of them. Brian Halligan of HubSpot once states that he prefers a ratio of 90% for inbound marketing effort and 10% for outbound marketing. And I have to say that I completely agree with him. Why such ratio? The ratio makes sense because inbound marketing is proven to be more effective to generate leads, drive sales and grow your business. It is definitely way more complex and slow-paced compared to the predecessor, but it ensures you a stable growth and more cost-effective if done correctly. Meanwhile, Outbound Marketing is considered to be more expensive because you need to invest a lot and doing it more often than inbound marketing, just to be exposed to random and untargeted audiences. However, we cannot entirely ditch the outbound marketing because of this. A right portion of both of them will be a good recipe of success campaign for your business.
You might be wondering where should you start with inbound marketing. One of the solutions that you can choose is by using digital marketing consultant service that can help you. They usually already have a specialist team who are experienced and know your brand position an which approach would be suitable. For an even better result, it is highly recommended to use a measurable and trackable approach for your digital campaign to ensure maximum result.
Good luck, Partners!
This article is written by Aulia Ikhsanti.