▷ What is the difference between outbound and inbound marketing?

We hear a lot about inbound marketing, but very little about outbound. What should we know and consider about these two big pillars of marketing? I’ll explain everything to you!

Everything you need to know about outbound marketing

Outbound marketing literally means “outbound marketing” in good French.

The goal of outbound marketing is to engage an audience’s interest (often untargeted) through an “exposure” strategy to your brand or product. This marketing technique is very often used to build brand awareness.

An example that everyone knows is displaying advertisements on busy streets or cities with heavy traffic. The goal is to be seen by as many people as possible. The audience is not targeted, but reaches a large audience. This is known as intrusive advertising.

This marketing approach is the best known and most used since the dawn of time.

Another very common example of outbound marketing is television advertising.

We find this form of marketing on the Internet, for example through poster advertising on heavily frequented websites. It’s the same principle, but in contrast to the advertising poster in the city, we address our target group more precisely, for example thanks to retargeting. Unlike the billboard display, we rely on suggestive advertising here.

The principle of retargeting is to “retarget” people who, for example, have already visited our website.

You can also find outbound marketing through social media ads. It’s entirely possible to run an ad on Facebook with the goal of converting interactions around a post or likes on a page. With this strategy, we still rely on outbound marketing, but with a targeted target group.

In my case, I ran an outbound marketing campaign. I made a 4×3 meter billboard with a marketing punch line: “You know where to hide a dead body? It’s the second page of Google”.

Growing interest in inbound

Inbound marketing is the opposite of outbound marketing. This is called “inbound marketing”. It’s about getting your audience drawn to your content.

To do this, you need to create unique, attractive content with high added value. You can go through blog posts, YouTube videos, podcasts, etc. We then speak of natural referencing.

Instead of grabbing maximum attention and introducing yourself to them, get your audience to come to you of their own accord (of their own free will).

In my case, I regularly (and continually) create content (like through this blog post) to attract new visitors to my site and convert them into customers. I strongly encourage you to do the same because it actually works. Thanks to this technique, I managed to have one of my biggest clients.

Inbound marketing is usually found on the internet. But lately I’ve been dealing with a professional who sells kitchens and offers cooking classes with a chef. This is how potential customers come to his showroom and use his kitchens and cooking classes. I don’t know if this strategy is worth it, but it’s definitely 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 quite complementary. These marketing techniques have different purposes.

Outbound marketing allows you to be ubiquitous and establish your notoriety, while inbound marketing allows you to attract potential customers with quality content.

Likewise, for people who are just starting out, inbound marketing is much more affordable than outbound marketing because you don’t have to spend money on advertising to gain visibility. All you have to do is take a little time to create unique content that looks like you and brings something to your community.

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