Differences between Inbound Marketing and Outbound Marketing? Outbound Marketing is = interruption and Inbound Marketing = is attraction. What is the difference?
Inbound Marketing and Outbound Marketing, even though they have common links, have different methods when it comes to achieving their goals. We can say that the two share a background, but they differ radically in form.
‘Inbound Marketing is going where the users are instead of hunting in the jungle.’ @lgarcia
What is that fund they share? The background is clear, both are intended to attract the attention of users with the aim of contracting our products or services.
Consider a company that wants to sell an online course on “How to improve the positioning of your website in search engines”.
Outbound Marketing Approach
Opting for the traditional approach, this offer would reach us, for example, through a banner on a website that we are visiting. What is the probability that this offer could interest us?
In principle, we do not know, but it is clear that this is a very cold contact, since we do not have enough information to determine if the user who accesses that page may or may not be interested in the course.
‘50% of users have no interest in buying anything when they enter your website for the first time.’ @marketo
The same would happen if we sent that offer to all the contacts in our database. Could anyone sign up? Surely yes, but instead we are interrupting a significant percentage of our users who have not asked us for information about that offer.
Inbound Marketing Approach
So… how can we refine the shot? Choosing the approach of Inbound Marketing.
The offer is not launched indiscriminately. The idea is to offer this offer only to users that we already know are interested in improving the positioning of their page.
And how do we know that? Through the relationships and conversations, we have had with them.
For example, if we offer the course by email to all users who downloaded an ebook on SEO, the probability that they will be interested will be higher.
With this example, do you begin to understand how they differ? Let’s look at the key points.
Differences between Inbound Marketing and Outbound Marketing
Thanks to the previous example and with the comparison of the following image, we will be able to have a clearer understanding of the differences between the two approaches.
Outbound Marketing is characterized by interrupting the user. Through unexpected calls, emails (spam), or ads that surprise you when accessing a page, traditional marketing “annoys” the user to deliver their offers.
On the contrary, Inbound Marketing, also called attraction marketing, does just this, it attracts users through less intrusive techniques. For example, through good SEO optimization of our page and content designed for our buyer personas, we are able to attract and capture users interested in content related to their needs.
Inbound Marketing has a very clear maxim:
Don’t interrupt what the user wants to consume, become what they want to consume.
The benefits of Inbound Marketing are clear when comparing both approaches. If we think of our users, who, after all, are the ones who are going to consume our products and services, and we are aware that their time and attention are scarce, we will be able to offer them what they are really waiting for and at the moment they need it. are waiting.
Inbound marketing is building trust instead of skepticism. @lgarcia
This point of view is supported by the numerous statistics in favor of the use of Inbound Marketing.
Inbound marketing costs 62% less per lead than traditional, outbound marketing.
Users evolve quickly and we have to adapt to them. They don’t expect us to interrupt them with our offers, they expect them only and exclusively at the moment they need them.
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