Inbound vs. Outbound Marketing: Which Is Better?
Before you give up on direct marketing and throw all your resources into creating the next viral dancing cat sensation, consider using a combination of inbound and outbound marketing tactics. Although it’s exciting to see how many people have “liked” your YouTube video, traditional marketing continues to be a highly effective strategy to reach a number of business goals, including generating leads and increasing sales, according to Michael Kaiser-Nyman, founder of Impact Dialing
Inbound marketing refers to getting your customers to come to you by producing content, such as blog posts, viral videos or whitepapers, which capture the attention of potential customers. Kaiser-Nyman points out that many businesses like the idea of inbound marketing because it doesn’t “bother” customers with unwanted messages. Although inbound marketing has amazing potential, it is often hard to accurately measure ROI.
Outbound marketing, on the other hand, has much more predictable outcomes, and these advertising methods get results in virtually every market. Predicable outbound marketing tactics include TV and radio ads, newspaper circulars and direct mail.
Whether you’re working on an inbound or outbound marketing campaign—or a combination of both—you need to fundamentally appeal to your customers’ sense of value. For inbound, that means entertaining or informative content that pulls people in. With outbound, it’s finding a way to deliver a clear, honest and appealing message. No matter which tactics you choose, offer your users something of value. A positive experience with your brand will resonate across all channels. Ultimately, your reputation for offering value to your customers will always be the best strategy.