As time goes by, we learn to let go of everything that is no longer useful or does not contribute. Intrusive advertising techniques, obsolete marketing methods... And an endless number of actions that no longer make sense for users. Things evolve, and so does marketing. That is why today we want to talk to you about the main differences between Outbound and Inbound. Why do we talk about these two concepts? What is the reality behind them? Are you using them in your company?
come and find out!
In marketing... What is Outbound and Inbound?
Outbound Marketing is the concept used to define the set of actions aimed at selling products or services to users using only one-way communication, i.e. from the company to the user and never the other way around. Inbound Marketing, on the other hand, focuses on the customer and allows two-way communication, taking into account their opinions, their needs and everything related to them in order to carry out personalised marketing actions adapted to the user's needs.
These definitions may seem very simple at first glance, so let's take a closer look at them.
Characteristics of Outbound and Inbound Marketing
So that there are no doubts about it, we are going to tell you the main characteristics and differences between both:
- Inbound Marketing.
- Communication is interactive and bidirectional (content is published and the user can give their opinion on it, which allows us to learn more information about our potential client).
- It informs, adds value and entertains the user.
- Facilitates the purchasing process as much as possible.
- It carries out personalised marketing actions (email marketing, CTAs, landing pages, social networks, etc.). all content is adapted to the needs and interests of users.
- Attracts the buyer in a natural way by defining a buyer persona .
- It has a lot of added value.
- The results are 100% measurable and quantifiable.
- It focuses on the user.
- The customer arrives via search engines, websites, blogs, social networks..
- Outbound Marketing.
- Communication is unidirectional (from company to user, without taking the user's opinion into account).
- It reaches the user without knowing if they have a real interest in your products or services (it attracts their attention in an intrusive and persistent way).
- It forces the sale.
- Marketing actions are carried out en masse, without taking into account the specific needs of the user, or carrying out segmentation. Reaches out en masse, without any type of distinction.
- It chases the customer.
- It adds little or no value.
- Its efficiency is very difficult to measure due to the promotional channels it uses.
- It focuses on the product.
- The customer is sought after by cold calling, banners, etc.
are you implementing any of these models and would you like to make changes to your marketing strategy?
why take the leap to Inbound Marketing?
In a single sentence, because it places value on helping and caring for the user above all else. People are won over with acts of affection, taking care of them, with love. In the relationship between company and client, exactly the same thing happens. It is better for the user to find you rather than go looking for you. Otherwise, they will almost certainly get overwhelmed and run away.
You just need a bit ofphilosophy (the user's buying behaviour has changed a lot in the last 10 years), methodology (very specific processes) and tools (SEO, social networks, CTAs, landing pages, Social Ads, content, analytics, etc.) .
Content is the vital pillar of Inbound Marketing because it is through it that value is disseminated in different channels. It does not pressure the user to access a product or service, but lets it flow and reach them naturally. If they are an ideal customer for your brand, they will reach them without the need to go out and look for them .
Thanks to this process, we can get to know the potential customer better, know what they need, give them valuable content and convert them into loyal customers. Because, in the end, what we want is to help them and not interrupt them. That's what it's all about, don't you think?
Many companies have decided to do Inbound Marketing by integrating with HubSpot, which multiplies its possibilities even more:
- It is a tool that allows you to manage your own website and transform your visits into leads, tracking your customers through the CRM .
- Its CMS integrates perfectly with the rest of online marketing tools, such as email marketing, forms, social networks, etc.
- It is fast, easy, flexible, usable, constantly and automatically updated, and you will have a network of professionals always at your disposal .
and much more! Do you want to discover all the possibilities of this online marketing tool? Call us.