Outbound marketing is the traditional method for marketing and has been the most commonly used marketing model for a long time now. But, the behavior of the audience is changing and so are the rules of marketing. The outbound marketing techniques are not as effective these days as they used to be.
Let us explore the ways in which outbound marketing differs from inbound marketing and the reasons why more people are turning towards the latter.
Outbound marketing is also called as interruption marketing. You use distractive strategies to get people’s attention even if they are not interested in buying your product. Expensive mediums are employed for this purpose like TV, radio, newspapers, direct mail to purchased lists, cold calling and trade shows etc. It uses aggressive strategies to push a message out to people who may or may not be willing to listen.
The techniques of inbound marketing are more holistic in nature. It involves using different digital channels to entice your target audience by providing quality content, maintaining a well-designed website and analyzing the performance simultaneously to meet a set target. It is a more complex process, but it works well for small businesses as it is inexpensive and makes them reach the right kind of audience.
Why Inbound Marketing works?
There are a number of reasons why outbound marketing seems to be fading away over time. The human brain gets flooded with more than two thousand outbound marketing attempts to penetrate it. This is why we are evolving in numerous ways to block out these attempts. The only way you can gain people’s attention is by providing them something that’s valuable to them and something which they don’t need to pay money to get. You get to target people who are seeking out the products and services you offer. The reason it works so well for small and medium businesses is because it requires more skills and less money to do it right.
Inbound marketing allows businesses to have a two-way communication with their customers. Not only do they get to generate brand awareness, but also receive feedbacks so that they could improve the product to meet the requirements of its users. Another good thing about it is that it can be used by non-marketers. The traditional marketing techniques require you to be aggressive and have some sales-skill. In inbound marketing, you make a more passive approach, you offer to help them accomplish their tasks without making them uncomfortable being the pushy salesman.
Outbound marketing is not easy to measure. Inbound marketing, on the other hand, follows a digital path. It is very easy to measure. You can analyze the traffic source for your website, determine which pages are visited more and even analyze how a CTA button would perform based on its shape and size.
The Bottom Line
When used correctly, inbound marketing can open up a number of doors for your business. This is the channel where instead of driving you away, people actually try to find you. When used effectively inbound marketing can be a great way of reaching your target audience without having to spend much.