Inbound Marketing Vs. Outbound Marketing

October 27, 2020

By Neil Patel

There are two kinds of people.

The first group go out of their way in search of what they need.

Did you find this article after doing some research?

If so, you belong in the first group.

The second group waits on others to suggest what they should want.

Was this content piece forced on a feed you were scrolling via some form of paid advertising?

Yes?

Then you belong in the second group.

Either way, whether this article was forced on you (outbound) or you researched and found it yourself (inbound), the point is that you’re still here.

So what does that tell you?

It means that the difference between outbound marketing and inbound marketing boils down to getting your business in front of two different groups of people.

That is, those who go out of their way to find your product or service when they need it. Or, those who you must go out of your way to bring your business to their attention.

I’m not here to discuss ethical issues or tell you how inbound marketing is better than outbound marketing.

The truth of the matter is that both approaches, be it outbound or inbound marketing, works.

So what’s my goal with this article, you ask?

I’ll show you how they differ from each other and when to use one approach over another to achieve what I believe is most paramount – reach the right audience and grow your business.

Good?

Let’s start with the basics… their definitions.

What is outbound marketing?

Outbound marketing, also known as “push” or “interruption” marketing, is the use of marketing tactics to get your business (or its message) in front of people not necessarily searching for it.

Traditional outbound channels like TV, radio, print, radio, and billboards are there for all to see.

In this digital era, brands and marketers still use the outbound marketing approach to reach a wide audience of people via paid ads tactics.

Whether traditional or digital channels, the goal with outbound marketing is the same.

Marketers use it with the hope that a fraction of the broad audience they’re targeting would take interest in their offer or message and start the journey to becoming a customer.

But there’s a reason why the outbound marketing approach, especially those executed via display ads, gets a terrible click-through-rate of 0.06% on desktop and 0.16% on mobile.

Nobody asks for them.

Going by that negligible display ads’ CTR, most people seem to have thrown outbound marketing out of the window.

No reasonable person throws a baby out with the bathwater, so you shouldn’t.

Why?

With tailored outbound tactics like cold email outreach, marketers see open rates of about 17.8% and CTRs of up to 14%. And on LinkedIn, cold messages get 3x that, according to LinkedIn’s report.

In other words, outbound marketing still works.

The absence of a marketing strategy to determine when and how to use it, as well as to guide its execution …read more

Source:: Kiss Metrics Blog

      

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