in which to invest? – WAU
Unsure of what type of marketing to invest? Check out the battle between Inbound Marketing x Outbound Marketing and make your decision!
Over the past few years, the marketing world has experienced a turnaround. With the development of the digital medium, Outbound Marketing has given way to Inbound Marketing.
Outbound is the traditional marketing that we are already used to. It materializes in the mainstream media and in ads and sales processes that sound more intrusive to the consumer.
The Inbound methodology develops techniques that attract consumers with relevant content and quality, providing a more comfortable shopping journey, since the lead will arrive on its own through the nutrition flow.
92% of marketers in the US say that Inbound is essential for businesses. However, many people have been mistaken in the conception that, for having an opposite approach, Outbound was for the past and the right thing is to invest only in the other aspect.
Just as the Internet did not end television, which in turn did not end radio or print media, Outbound will not end due to Inbound. Both can – and must – coexist in joint strategies for an incredible result.
Do you already know all about the differences between these two types of marketing and where one stands out from the other? So, read on and find out!
In the digital environment, users have the power to decide where they navigate, what they seek and consume. The buying process has also changed: 93% of buying processes start with an online search. From this freedom, the way to attract new customers also had to be updated. Hence Inbound Marketing.
Through production of relevant content that leads to the purchase of the final product, a visitor is taken through a nutrition process until he becomes a customer.
The success lies in not harassing the Internet user, but winning him through the materials he seeks, creating a less invasive sales process, which respects his decisions and creates relationships.
Because everything is digital, it is usually 62% cheaper compared to investments in Outbound Marketing, and still has a ROI of 275%, according to recent studies by Hubspot. To say that the cost is lower is not certain, after all, with the same investments that would be spent entirely on other strategies, it is possible to achieve a better return.
The Inbound methodology is defined in 4 steps:
- Attract: through quality content, web users must become visitors. The tip is to attract through receptive channels, such as blogs and social networks.
- Convert: these same visitors must like the material and, from that, convert into leads, who will go through the nutrition process. This step takes place through call-to-actions, forms and landing pages of rich materials, which take you to the flow.
- Close: after becoming a lead, she must be nurtured in order to make her realize the problem she has and show how to solve it. Finally, it’s time to show yourself as the perfect solution and pass that lead on to the sales team, until you become a customer.
- Enchanting: after the purchase, it is necessary to create a relationship and make him a fan. Through social networks and e-mail marketing campaigns, this dialogue is possible, helping customer satisfaction and ensuring brand loyalty.
During the process, several techniques and materials must be worked on. Among them, we have:
A continuous and well aligned strategy with these components leads to fantastic and easily measurable results. After all, because it is digital, it is possible to check metrics, such as traffic and conversions, with tools such as Google Analytics and marketing automation mechanisms.
However, as is remarkable, there are several steps that must be taken. Besides that, it takes some time to get relevant traffic for the project to start scaling, in such a way that ROI is only relevant in the medium to long term.
As it is a recent methodology, it can also be a little difficult to find quality professionals to play Inbound. Luckily, there are already platforms, like WAUjobs, that allow you to find great candidates in digital marketing.
Outbound Marketing is already well known for being the one that advertises the brand to prospects, from large campaigns in television and print media, to telemarketing calls.
Today, there are several difficulties for this market, such as spam filters, blocking phone lists, among others. The public is no longer receptive to the same invasive techniques as before, so it was necessary that Outbound also renewed itself.
He is definitely not dead. People continue to consume media products, still answer phone calls and observe billboards, Is not it?
To get their attention, it is essential to develop creative techniques and content, and invest in an audience that will really connect with them. A good way to reach the consumer assertively is through personas, representation of the ideal customer, who guide the production of all types of material that is suitable for them.
Digital has also opened numerous doors for this type of marketing. You can make virtual ads through Facebooks Ads and Google AdWords, which are great for promoting content as well.
However, the possibility of measurement is more restricted to the digital environment. For strategies involving physical materials and techniques, it is still difficult to analyze the results, since they depend on long, expensive and time-consuming surveys of public perception.
In addition, Outbound also continues to be successful in prospecting customers. Benefited by digital advances, it is possible to reach the right prospects, gain more leads and reduce the sales cycle.
To this end, commercial intelligence teams, SDRs – Sales Development representatives – and sales executives emerge, who are divided in the task of hunting prospects, nurturing leads and closing the sales process.
Thus, the sales process is renewed and done in a more targeted and organized manner between specialized teams for each stage.
As the sales process is millennial, there are already several qualified professionals on the market. As for campaigns, the advertising market is already able to meet this demand, even though it is also undergoing transformation. All of this makes it easier to compose a team of excellence.
The biggest advantages of Outbound Marketing are having a noticeable ROI more quickly, since it is possible to get leads from the moment of prospecting, and to get a closer contact during the entire sales process.
For this reason, it is normal for strategies in this area to be more expensive and, with the market transition, to generate less results as it was before, even with new practices and more care when executing them.
Comparative table: Inbound X Outbound
- More indirect communication;
- Two-way communication model: more dialogue and interaction;
- Relatively lower cost;
- Engages more because the message content is more engaging and relevant to the audience;
- You can track results in real time and modify the strategy immediately, if necessary.
- More direct communication;
- Mass communication model;
- Higher ROI speed;
- Achieve results faster.
Despite working in opposite directions, Inbound and Outbound Marketing generate impressive results when worked together.
When a business is still in its infancy, disclosure is essential to attract customers and win them over, correct?
As the Inbound methodology is a medium to long term strategy, it is impossible to rely on it only in this period. Until it gains good positions in the search engines and manages to make the machine spin, it takes some time, in which customers are already needed to move the cashier.
Therefore, Outbound serves as a great opportunity to prospect customers, earn revenue and prevent the team responsible for sales from being idle.
In addition, it is already possible to win strategic customers that give credibility to the business name and publicize it indirectly in the market. Just do the prospecting correctly and go for it.
According to Hubspot, 90% of marketing investments are directed to Outbound Marketing, leaving only 10% for Inbound.
So it’s not surprising that Outbound would continue to bring more profits in general, right? However, the highest profitability comes from customers with high tickets, who arrive more in this regard.
In every sale, it is essential that the customer feels comfortable and has confidence in the company to finalize the purchase. This requires human contact, so the SDR team and sales executives need to nurture their leads more. Especially in high-value purchases, that contact needs to be even closer.
By developing this aspect from the beginning, Outbound still performs better when prospecting large companies and when the ticket is extremely high. Still, Inbound is a great help in the sales process with the production of content.
Reduced sales cycle
The Outbound process involves higher values, since the lead is nurtured by one person and this requires time from the commercial team.
In this situation, the Inbound content appears as a fantastic solution, since when it is sent to a lead, it already leaves it prepared for strategic meetings. The content is available 24 hours a day, so she can consume it whenever she wants and also continue to consult it after the calls.
Thus, this strategy promotes comfort for the client and helps the Outbound team to optimize their time focusing on strategic points. In this way, the sales cycle shortens and it becomes possible to close more deals in less time.
Staff training and market education
Every sales team needs to be expert in what they are selling. After all, this is the only way you can handle objections with mastery, right?
Inbound Marketing is not only used to win customers, but also improves qualification within the company. The contents facilitate the training of new team members, providing a reasoned basis for the service and preparing them for practice.
They also serve to educate the market and nurture even future candidates from a selection process, as WAU University courses do.
In this way, Inbound Marketing does not only promote the acquisition of new leads, but education as a whole for the market and the company, ensuring brand recognition and employee improvement.
The application of Outbound and Inbound can complement each other in several ways, optimizing the results that would be obtained if the strategies followed only one aspect.
It is necessary to analyze what the company’s objectives are and, thus, put together a killer strategy, aligning the points of how each type of marketing should behave in the work routine and in the acquisition of prospects and leads.
Everything indicates that Inbound is the future of marketing, which is becoming more relevant every year, with increasingly better results.
Still, Outbound Marketing will continue to be present. To be successful, you just need to be creative and keep finding ways to innovate, just like in any strategy.
If you still don’t know what to invest in, don’t waste time and check out how to plan and implement your Inbound Marketing strategy.