Differences between Inbound Marketing and Outbound Marketing? Outbound Marketing is = interruption and Inbound Marketing = attraction. What is their difference?
Inbound Marketing and Outbound Marketing, even having links in common, have different methods when it comes to achieving their objectives. We can say that the two share a background, but differ radically in form.
‘Inbound Marketing is going where users are instead of hunting in the jungle’
What is that background they share? The background is clear, both intend to attract the attention of users with the aim of contracting our products or services.
Let’s think of 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 may interest us? In principle we do not know, but it is clear that it is a very cold contact, since we do not have enough information to determine whether 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.’
The same would happen if we sent that offer to all the contacts in our database. Could anyone get to sign up? Surely yes, but on the contrary we are interrupting a significant percentage of our users who have not asked us for information about this offer.
Inbound Marketing Approach
So… How can we fine-tune the shot? Choosing the Inbound Marketing approach.
The offer is not launched indiscriminately. The idea is to offer this offer only to users who 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 have downloaded an ebook on SEO, the probability that they will be interested will be higher.
With this example, are you beginning to be clear about 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 more clarity about the differences that exist between the two approaches.
Outbound Marketing is characterized by interrupting the user. Through unexpected calls, emails (spam) or ads that surprise you when you access a page, traditional marketing “annoys” the user to send 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 manage to attract and attract users interested in content related to their needs.
Inbound Marketing has a very clear maxim:
The benefits of Inbound Marketing are clear comparing both approaches. If we think about 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 when are waiting.
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 do not expect us to interrupt them with our offers, they wait for them only and exclusively at the moment they need them.