We hear a lot about Inbound marketing, but we hear very little about Outbound. What should we know and remember about these two main pillars of marketing? I explain everything to you!
All you need to know about outbound marketing
Outbound marketing literally translates into good French as “outbound marketing”.
The goal of outbound marketing is to generate interest (often untargeted) audiences with your brand or product’s “exposure” strategy. This marketing technique is often used to create brand awareness.
One example that everyone knows is running ads in crowded streets or crowded cities. The goal is for as many people as possible to see it. The audience is not targeted but rather reaches a large audience. This is called intrusive advertising.
This marketing approach is the best known and most widely used since the dawn of history.
Another very common example of outbound marketing is TV advertising.
On the Internet, we can find this type of marketing by inserting poster advertising on high-traffic websites for example. It’s the same principle, but unlike a city poster, we target our audience more precisely thanks to, for example, retargeting. Here, unlike a billboard view, we’re on suggestive advertising.
The principle of retargeting is to “retarget” people who have already visited our site, for example.
You can also find outbound marketing through ads on social networks. It is entirely possible to launch an ad on Facebook with the goal of converting interactions around a post or page likes. In this strategy, we are still in outbound marketing, but with a target audience.
In my case, I did an external marketing campaign. I made a 4 x 3m billboard with the marketing phrase “Do you know the best place to hide a corpse? It’s the second page of Google.”
Growing interest in Inbound
Internal marketing is the opposite of external marketing. This is called “inbound marketing”. It’s about getting your audience involved with your content.
To do this, you need to create unique, attractive and high value-added content. You can browse blog posts, YouTube videos, podcasts, etc. Then we talk about natural references.
Instead of getting the largest number of viewers and introducing yourself to them, you make your audience come to you on their own (of their own free will).
In my case, I regularly (and constantly) create content (such as through this blog post) to attract new visitors to my website and convert them into customers. I highly recommend that you do the same, because it actually works. I was able to get one of my biggest clients thanks to this technology.
Inbound marketing is generally found on the Internet. But I recently dealt with a professional who sells kitchens and gives cooking lessons with a chef. Thus, potential clients come to his showroom and take advantage of his kitchens and chef courses. I don’t know if this strategy pays off, but it is anyway a very good idea.
Conclusion: what should you choose for your strategy?
In conclusion, outbound marketing is really different from inbound marketing, but it can be a good complement. These marketing techniques have different purposes.
External marketing allows you to have omnipresence and establish your reputation, while internal marketing allows you to attract potential customers with high-quality content.
Likewise, for people who are just getting started, using inbound marketing is much more affordable than outbound marketing because you don’t need to spend money on advertising to gain visibility. You just need to take the time to create unique content that looks like you and offers something to your community.