Should I use inbound or outbound marketing? Where do you find that balance between outbound and inbound marketing to maximize and grow the flow of leads? What should you consider when concocting a synergic marketing mix to include both? To answer all these questions, let’s start by understanding each of the marketing techniques, its strengths and weaknesses.What is Outbound Marketing?
Outbound marketing can be simply described as a straightforward business exchange proposition. “Hey there, want to buy my thing?” is your basic message and approach of outbound marketing. It’s the oldest and most fundamental part of any marketing strategy, and is also what non-marketers assume marketing is all about.Examples of outbound marketing include telemarketing (“cold calls”), paid mailings (both electronic and “snail mail”), advertising (banner ads, radio ads, billboards, etc.) and even door-to-door sales. It’s all about reaching out and pulling the prospect in.Strengths of Outbound Marketing
Not only is it the older and better polished set of techniques, outbound marketing generates sales leads almost immediately. It goes beyond saying that it’s no magic wand, but when it comes to “sealing the deal”, your go-to tools are those in your outbound toolbelt.1. Easier to measure ROI2. Quicker to show impact3. Potentially PersonalizedWeaknesses of Outbound Marketing
Many businesses and brands love outbound marketing for its quick and easily measured results. However, they equally hate the cost and too often the reaction of the target audience, which can easily manufacture a negative sentiment toward the brand.1. Intrusive2. Expensive3. Ineffective on its ownWhat is Inbound Marketing?
In short, the idea of inbound marketing is to create a pull effect to bring in pre-qualified leads instead of pushing intrusive messages.Inbound marketing activities include opt-in email marketing, content production and promotion, social media, and search engine optimization efforts (SEO), among other things.Using this method, a type of funnel is created with leads coming in at the top of the funnel (TOFU) and being “nurtured” down the funnel with marketing messages tailored to the stage that the lead is in until they are “ready” to be approached with a message directed to start the purchasing process.Strengths of Inbound Marketing
Though it existed long before social media and even online sales, the inbound methodology has taken over digital advertising by storm in the past decade. With growing banner blindness, do-not-call lists and the rising cost of users’ attention, it’s no wonder so many brands and businesses include inbound marketing in their strategies.1. Cost-effective2. Unintrusive3. BroadWeaknesses of Inbound Marketing
For B2B marketers, it’s often hard to explain the value of inbound marketing to executives who just want to see those leads flowing in and converting. It’s no longer a new approach and methodology, and yet there are reasons brands sometimes hesitate to prioritize inbound marketing activities.1. Slow to show results2. Harder to measure3. ImpersonalBrewing Your Marketing Mix
Let’s go back to the question we started with: which should you be using – inbound or outbound? Understanding the strengths and weaknesses of each, you can see why both are necessary ingredients in your marketing mix. But how much of each, and when?A number of variables affect the inbound to outbound ratio of every brand, product, campaign, and even specific transaction. The impact of some might be less than of others, depending on your unique business and product.Deal SizeProduct TypeFunnel StagesThe Marketing Mix and Match
Combining inbound methodologies and outbound marketing techniques in your marketing mix is not always easy, but is usually worth it. By defining the correct balance between the pull techniques of inbound and the push techniques of outbound, you can combine both to create an optimized lead nurturing and conversion process. It all depends on how well you know your target audience, and how willing you are to make the effort to cater to their needs along the journey down the funnel.
Tag Archives: Marketing
Starting a Small Business – How to Work Smart, Not Hard
More people dream about starting a small business than they do about going to college or seeking promotion.However, owning a small business is more than just a full time job, it can become your lifestyle.The lifestyle you create depends on the small business that you create. It is important to find the best small business to start.There are two types of businesses namely the one where you have to work incredibly hard or the other where you work smart and not hard.Owing a small business can become your life if you are not careful and disciplined. For example a typical store owner can be in demand twenty four hours a day. His or her day doesn’t end when they go home or when the store closes. Even if they are fortunate enough to be able to afford sufficient staff and are able to successfully delegate, it can be difficult to find staff that you can trust. There are times when it can seem that everyone needs their attention – the staff, the customers, the reps, the family and even the mobile phone. Often business owners are seen to the outside world as being wealthy, prosperous and extremely lucky. Little do they know the hard work and effort required to succeed in a small business. There can be many sleepless nights and worry over how to pay the bills, wages and to buy new stock not to mention the responsibility for the health and safety of staff to comply with the Employment Law. There are also the issues of ensuring equal opportunities and of paying the business taxes and insurances on time on top of bank loans for the business. No wonder many small business owners have health problems due to the pressures that they face.There is however another type of small business that is less costly to set up and less stressful to run namely a home based small business. The main advantage of this type of business is that it is open to ordinary people as most small businesses can be run from any small room in a house like a study, bedroom or even a garage without incurring huge costs that other businesses and franchises incur. There are no costs for staffing, travelling or rent for the business premises. The turnover, profits and return on your investment can be as big or small as you choose. There are no limits to what you can achieve with this type of small business.Many choose to start a small business as it offers independence. Many business owners left their jobs to become their own boss as they wanted to make their own decisions, take their own risks but more importantly to reap their own rewards from their effort.There are many home based business opportunities and it is important to carry out research to establish the best small business to start. There are many internet home based opportunities now available, many of which offer the opportunity to make sales from home. There are unlimited trading possibilities with these types of small businesses due to the global market available. The overheads for these types of businesses are low as there is often only the need to own a computer and a phone. You can also work flexible hours based around your own needs because an internet business does not close down. It is open for business twenty four hours a day. You can even be earning money as you sleep!This type of small business is often an easy business to start. It can be the best home based business to start as often one to one coaching is offered to help you start a business from home.This type of business is a successful alternative to a “bricks and mortar business”. It can provide the opportunity to earn more money, work less hours and help provide more time to spend with friends and family. However as with any other small business your business success will be determined by the time and commitment you put into your business but with the right mindset and motivation it is possible to achieve great rewards both financially and on a personal level.