Marketing

The Differences between Inbound and Outbound Marketing in Lead Generation

December 22, 2021
5 minutes

In 2021 and as we advance into 2022, a well-balanced marketing strategy can transform any business.  This is true regardless of industry, type of business, or consumer base. This week's blog will break down the two forms of marketing that should be employed to achieve these goals - outbound (push) and inbound (pull) marketing.  Inbound marketing pulls customers to you through engaging, informative, and/or entertaining content on your website or blog.

Outbound marketing forces its way in front of people with ads, emails, or other content to get them interested in whatever it is that you're selling.

Let's break them down further and discuss the nuances of each.

Outbound Marketing (or Push Marketing)

As the name implies, outbound marketing is a kind of marketing that aims to get information out to prospective consumers.  These outbound techniques can include paid search engine advertising, cold calling, print ads, TV commercials, and more. Outbound marketing aims to create awareness for a product or service to generate leads that will eventually turn into customers.

Outbound marketing is best when you are ready to make the big push with your product or service. For outbound marketing, it's not enough just to have a great product - you need to tell people about it too!

This type of marketing will be most effective when reaching out to others isn't really an option or would take too long. For example, if your audience is on social media platforms that require them to opt-in before getting messages from brands, outbound might be the better choice.

For outbound marketing, quality content still matters, though! The more compelling and engaging the content you're using out there in the world (print ads, TV commercials), the more probable it will be successful at reaching its target market.

Cold Email Marketing

Cold email marketing is a type of outbound marketing where you reach out to current and potential customers through the use of email. Email marketing can be used to promote content, products, or services.  It's a great way to stay in touch with customers, keep them updated on your latest offerings, and build relationships.

Furthermore, cold email marketing is outbound marketing in its simplest form.  It is the process of sending out emails with the hope that they'll make it to their intended target and be read.  The message can be anything but usually contains information about your service or product offer. Email marketing has become an increasingly popular way to reach out to people online because it's usually a more personalized form of outbound marketing.

Benefits of Outbound Marketing

Outbound marketing has a lot of benefits that make it an important part of any marketing strategy.

First, outbound marketing is great for generating leads. By reaching out to potential customers through traditional media channels, you can convince them that your product is worth their time and money.

Outbound marketing is also very efficient. You can reach many people in a short amount of time with paid social media ads, cold emailing leads you've collected, or a sales team calling on great potential customers.

Another great reason to include outbound marketing in your strategy is it's affordable. You don't need a big budget to run a successful outbound marketing campaign, especially when email marketing. Running cold email campaigns is a very low-cost option. As we've mentioned in our previous blog, The Top 3 Lead Generation Channels For eCommerce Companies in 2022, email marketing generates an incredible 4,200% ROI, making it one of the most effective options available. Similarly, the average price-per-click across all industries was $0.99 and yielded an ROI of 200%, or $2 for every $1 spent.

Lastly, outbound marketing is scalable. Depending on how well your campaign is performing, you can increase or decrease your spending. If you are getting great results, increase your spend on the most efficient tools to get out to more people. On the other hand, if outbound marketing isn't working out for you, decrease your spending to reduce losses.

Disadvantages of Outbound Marketing

Some downsides come with outbound marketing as well. First, since outbound marketing is a traditional type of outreaching, it can be out-of-date quickly.

That means you need to focus on staying updated with your outbound marketing strategy and, in some cases, develop new ones for it to be successful.

Another disadvantage is the risk of miscommunication. If you aren't communicating directly with your target audience, there is a risk that your outbound marketing content won't resonate with them.  This can lead to them not only not buying your product but also having a negative perception of your brand.

Lastly, outbound marketing is often seen as invasive or spammy. This means that if you're not careful with how you reach out to potential customers, you might end up annoying them and losing any chance you had at converting them into a customer. However, in order to compete in today's marketplace, outbound marketing has become a necessary part of any company's outreach efforts.

Inbound Marketing (or Pull Marketing)

Inbound marketing is a way to bring in new consumers by developing valuable content and tailored experiences. While outbound marketing interrupts your audience with material they may not be calling for, inbound marketing creates connections and solves problems that your audience is already facing.

There are a few great examples of inbound marketing that can help to illustrate how it works. The first is creating valuable content. This could be in the form of blog posts, infographics, videos, or eBooks. By providing helpful and interesting content, you can attract people to your site who are looking for information on the topic.

Another great way to use inbound marketing is through social media. Platforms like Twitter and LinkedIn provide opportunities to connect with potential customers and share your content with them. You can also join groups or forums related to your industry and participate in the conversations there. This will help you to build connections with people who might be interested in what you have to offer.

Lastly, inbound marketing can be done through email marketing. This is a great way to reach out to potential customers who have already shown an interest in your product by visiting your website or signing up for your mailing list. You can send them targeted content that will help to persuade them to buy from you.

Advantages of Inbound Marketing

There are a few big advantages that inbound marketing has over outbound. The first is that it's much more effective. Inbound marketing generates a 3x higher ROI than outbound, and the average click-through rate is 5x higher. 

This is largely due to the fact that inbound marketing is more personalized. You are sending out material that is relevant to your target audience, and you're providing them with engaging content that they want to see. This not only brings in more sales for your company but also builds trust and loyalty with potential customers.

One other advantage of inbound marketing is the increase in engagement. You will be able to interact with your target audience - you're providing them with material that can help solve their problems.

Disadvantages of Inbound Marketing

While inbound marketing has many advantages over outbound, there are also some disadvantages that you need to be aware of to use it effectively. The main drawback is that it can take a lot more effort and planning to generate the type of material that will attract a relevant audience.

In outbound marketing, you're leaving it up to your potential customers to find out about your company and then reach out to you or transact on a website. In inbound marketing, however, you have to put more time into building your product or service and developing the content that will bring people to your site.

Another disadvantage is that inbound marketing can be more expensive. You need good quality content, and you need to have a strong social media presence. This can require hiring a team of skilled professionals in these areas.

The Ultimate Marketing Strategy: Using Outbound & Inbound Marketing Hand-in-Hand

The two types of marketing are not mutually exclusive. It's possible to apply outbound tactics while still providing inbound opportunities for your target audience or vice versa. You can incorporate both outbound and inbound marketing into a single strategy which will help you reach out to new customers while still building relationships with your existing ones.

To do this,  you first need to understand your target audience. Who are they? What are their needs and wants? Once you have this information, you can create outbound marketing campaigns through paid advertising or cold email campaigns to attract new customers. Then, as they are brought to your website and become a "warm lead" or an engaged contact interested in your product, you can continue to market to them through inbound methods such as email marketing and social media.

This dual strategy will help you reach out to a larger audience while still providing valuable content and interactions with your current customers. It's the best of both worlds and is sure to successfully generate leads for your business.

In the end, outbound and inbound methods are both extremely important and can work hand-in-hand to help you generate more leads, reach out to a new audience, engage with your current customers and drive them to become loyal customers for life.

Growtoro's Outbound Approach

Here at Growtoro, we focus on identifying the perfect potential customers that you can outbound market to and build relationships with. We do this through in-depth research on each client's target audience and their competitor's social data in order to thoroughly understand their needs and desired outcomes - generating lists of verified contacts before launching outbound campaigns through email and other outreach you may consider.

By using our lead identification tools in collaboration with our cold-email marketing services that offer optimized content and subject lines along with a high deliverability rate, we're able to launch outbound campaigns that will attract out the perfect customers at a much more cost-effective price.

For any questions about your inbound or outbound strategy, send us an email at support@growtoro.com. To launch a campaign with Growtoro to boost your top and bottom line in 2022, email Growtoro or visit our website now. We'll deliver cold-email marketing campaigns tailored to your business's specific goals and lead generation needs.

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