Don’t Stop Marketing: Inbound and Outbound Marketing

Don’t Stop Marketing: Inbound and Outbound Marketing

As most savvy businesses know, marketing is one of the key elements for a company’s growth. In fact, the right type of marketing can often build a brand’s reputation and awareness up while helping to generate revenue. The wrong type of marketing however can lead to the decline in sales growth, loss of product traction and poor brand reputation.

So, what are the right and wrong types of marketing?

Well, that depends. Some marketing channels can work well and generate leads for a business. But that same channel may have the reverse effect for another brand. There are however two key categories that marketers use to generate leads: inbound marketing and outbound marketing. What are they? Well, let’s discuss:

What is inbound marketing?

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Inbound marketing refers to marketing strategies or campaigns where the target audience or interested contact initiates the engagement with the brand either by walking into a store, finding the business online and proactively reaching out directly. Organic search engine optimization is the key channel that is an example of inbound marketing.

What is outbound marketing?

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Outbound marketing refers to the traditional marketing strategy where the brand proactively reaches out to their target audience. These individuals are often cold. They have never heard about your brand, product or business. Therefore, short and punchy content or creative is used to grab their attention, keep them interested to engage and ultimately get them into your funnel. Cold-emailing, event sponsorship, billboard or some types of social media advertisements are all examples of outbound marketing.

How does marketing improve your brand?

Marketing is a combination of different techniques and tactics such as inbound and outbound marketing. Most people will argue one side that either inbound is better than outbound marketing, or vice versa. However, both types are key components to the building blocks that can improve a brand. Marketing is not a one-time investment (although, some may think this way). To increase brand awareness, you need to do both inbound and outbound marketing to maximize your investments.

  1. Create Brand Awareness

When you market your brand using outbound marketing techniques you are often creating brand awareness first, connecting with prospects that you want to bring in at the top of the funnel. Once there, you then want to engage them further to bring them into your pipeline, nurture them and get them to eventually convert and become a customer. So that initial outbound marketing you just did, brought in a very cold contact. You got them interested. Further engaged them, effectively educated them about your product and now have them as a customer who pays for your product and/or services.

Read more about How to grow your brand from inside out.

  1. Grow Your Revenue

When you properly market your brand through inbound and outbound marketing efforts, you will often see sales growth. Why? Because the more people you can educate about your brand and product, the higher the chance you’ll connect with a key prospect who will be interested enough to buy your product or service. However, once they become a customer, it’s your job to deliver on the services they are now paying for . If you’re looking for aggressive revenue growth though, you cannot rely on inbound marketing alone. You’ll need to do outbound marketing as well. Through both types, you can reach more of your target audience for increased lead generation and revenues.

Read more about how to Ignite your revenue growth.

  1. Generate More Website Traffic

Growing the number of visitors to your website through inbound and outbound marketing strategies means the increase in high quality leads. But that means that your website needs to deliver. You’ll need to ensure it’s easy to navigate. That your brand and product information is front and center, and it’s easy to consume and understand the key benefits your service offers and what you do. Failing to deliver on this information will lead to low engagement and a high bounce rate.

Learn more about Generating Lead And Web Traffic.

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Retain Customers

Building a high level of trust between the customer and the brand will often result in your customer remaining loyal to your brand and will lead them to buying your product again, or they’ll stay as a customer. But it shouldn’t just end there. Getting the word out to other potential clients will help to build loyalty and retention as well. You can do this by reaching out to your customer base and asking for a review.

Thing is, most customers that have a good experience with a brand will often not think about writing a review. It’s the ones who may have a negative experience that will often be more inclined to write a review. And as a business, you want to address both. Word of mouth can benefit a business significantly. So, incentivize your happy customers. Because things like reviews are in turn marketing your brand without you putting any effort into it.

Learn more about Marketing strategies.

Is Outbound Marketing better than Inbound Marketing?

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The answer is that both inbound and outbound marketing has its own benefit and importance in the long run. If you’re looking to aggressively grow your leads and revenue then outbound marketing will often get you to that end goal at a quicker pace as it can bring in more contacts for you to nurture, engage and close. Alternatively, inbound marketing is an investment and must be organically grown. So, if you are okay with slower paced growth, then invest your time and resources into your inbound marketing. Ultimately, when they are both strategically placed together it will net the best results.

If outbound marketing was working, generating business, and providing high marketing contribution I would want to keep my foot firmly on the accelerator. Inbound marketing just adds to the mix to those who are lower in your funnel.

If outbound marketing is your preference, then email lead generation is an effective channel to rapidly scale up your lead growth. It can generate more leads at less cost per lead than many other channels. How? Well, as most are already aware email has always had the best return on investment then any other channel.

But cold email marketing, when you use Clickback, takes care of all the finnicky technical problems that most often encounter such as warming up your IP addresses and domains, while protecting your sender score, and cleaning out bad data from your contact list. In addition to awesome templates, Clickback’s Email Lead Generation software provides a range of other benefits:

  • Built-in list cleaning: Clickback ‘s built-in list cleaning keeps your lists clean of bad addresses and spam traps.
  • Real-time content checking: There are a wide range of words, phrases, and formatting that spam filters treat as red flags. Clickback ‘s easy-to-use editor checks for these while you author your emails and notifies you if your email contains anything that could negatively impact your delivery rate.
  • Robust reporting: Everything you need to keep track of your emails, monitor key metrics, and iterate on successful campaigns.

Accelerate your lead growth today

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