Have you noticed that things are changing when it comes to how you attract new business? Perhaps your business development team are spending more time on LinkedIn, and are targeted less on calls? There are several reasons behind this shift, but essentially it relates to the rise of the internet, awareness of information that’s already ‘out there’ and the consumer being more aware of what they want. In the same way that you can now ‘click and collect’ a new car after doing your own research, businesses are having to find new ways to enhance the customer journey and encourage sales. To understand this, we should take a look at the difference between outbound and inbound marketing.
Outbound Marketing
Previously just known as ‘marketing’, this is where everything we know of today began. Outbound marketing pushes your messages to the audience regardless of whether they want it or not. Think sales calls, pop ups, TV and radio ads. Outbound marketing is less specific and works on the premise of throwing enough messaging out there, hoping that at some stage, you will reach your ideal customer.
Over the last 10 years or so, outbound marketing has started to lose it’s appeal due to over saturation and a desire for more relevant messaging.
Inbound Marketing
The opposite of Outbound marketing, the idea behind Inbound marketing is that you pull in your audience with relevant, interesting content. Inbound marketing includes social media, blog posts, email campaigns and search engine optimisation. When your intended audience sees your content, if it fulfils a need or creates interest, they can get in touch with you – for you to convert and make that sale.
Which type of marketing is more effective?
In 2017, Hubspot reported that inbound marketing provides a better ROI and is 62% less expensive than outbound. This being said, Inbound marketing is notoriously difficult to measure. If a client received a direct mail from you with an offer, you would have a good idea where they had seen that offer when it was redeemed. If you’re generating content with social media, your website and several awareness campaigns, your audience very rarely tells you ‘how’ they found out about you as they often do not know.
How can we make your marketing activity more measurable?
People are spending more and more time online than ever, which gives digital tools a huge advantage. By utilising tracking pixel codes, lookalike audiences and Google ads, you can scrutinise and define our target audience online.
By using social media to segment your audiences, we can find different people on Twitter, compared to Facebook, find our niche on Instagram or target people in business on LinkedIn.
The key to understanding both types of marketing, is moving forward with a 2-pronged approach. Find the right balance of creating awareness and interest with Inbound marketing, but also follow up your sales messages with Outbound activity. With Youbee Media, you could connect with target businesses on LinkedIn and engage with their content, and then follow this up with a call or direct mail. Finding the right balance to enhance every communication and touch point is key. Never rely on one approach over the other. Make both types of activity more effective by using them together.
Define your marketing strategy
For social media management advice, work with Youbee Media or join one of Becky’s marketing workshops for expert consultancy support.
Every business has something special. Whether it’s the brand reputation, a unique product, a new idea, or a great team of people – your USP factors into and defines your marketing strategy.
Youbee Media work with your business and your team to ensure that we use the right marketing activity to reach and engage your audience. The monthly report that you receive detailing your marketing activity and results will show the way as to where we go next. As a business, we constantly look at what we can learn, adapt and use to grow your business.
