Like chefs, marketers often combine a variety of “ingredients” to achieve the desired result. Unfortunately, two of these ingredients – inbound and outbound marketing – are often listed as competitors, although they are complementary, like salt and pepper.
The difference between inbound and outbound marketing is where you focus your efforts:
- Upon receipt, leads indicate they are interested: The number of leads is related to the amount of effort you put into making your message accessible across multiple channels.
- When you leave, ask potential customers if they’re interested – get more leads through one or two channels.
So how do they work together? Think about email. An outbound marketing email directs people to your brand, but without inbound marketing, such as website content relevant to what you offer, you run the risk of recipients leaving your message in their inbox.
Consistent Marketing Efforts
Internal marketing is widely considered the gold standard for demand generation. Because intent plays an important role in converting leads to sales, marketers use intentional and behavioral information from sources used across marketing channels to find potential solutions for their customers. After all, 85% of consumers research online purchases before making a purchase.
Entry and exit are two sides of the same coin. Both are powerful lead generation tools that direct potential customers to resources they may find useful. As a marketer, we can bring these channels together to create a strategy stronger than each of them when used individually.
How to use a combined strategy?
Ready to put marketing in and out? Complete the following four steps.
1. Use a push-pull approach
Again: outbound marketing sends information to potential customers, while inbound marketing attracts interested customers. Use both strengths and use one to improve the other.
For example, you can create an attractive exit campaign for potential customers to make them interested in your company or products. Some of these people go directly to your website, and others take an online survey about your company. That’s when all the great content you’ve created for inbound marketing kicks in and directs users to specific web pages that match their interests. Their outside efforts ensured that targeted inbound content attracted people.
2. Accept the email
Email is still very much alive, with more than three-quarters of marketers saying their engagement with email soared in the last year.
Of course, you shouldn’t just send out massive emails without thinking about it. For more accurate results, you can segment your outgoing emails to get up to 14.31% higher open rates than bulk emails. By tactically tailoring your messages to the person, you can better focus your outgoing emails.
3. Strengthen the brand
Your website, social pages, and other digital stuff are great, but people may not discover your brand organically without some pressure (see step 1). Why be patient when you don’t have to? Making your business a household name requires several outside efforts, including advertising, unsolicited calls, and emails.
Once you’ve gained your audience through submission, you can increase your efforts by inviting visitors to join your “family.”
4. Track and change your efforts
Like all marketing strategies, inbound and outbound efforts should be monitored to let you know if your specific efforts are paying off. The UTM (Classic Urchin Tracking Module) parameters work universally well for this, especially if you rely on Google Analytics for real-time feedback.
Once you strike the right balance between inbound and outbound, you can enable or disable campaigns depending on your desire to generate prompts.
Finally, your secret recipe for unparalleled marketing success requires importing ingredients and exporting traces. Together, they increase the quality of your marketing, solve problems and bring good news about your business.