What is Inbound And Outbound Marketing

When a user wants to purchase some product, he/she has to go to google or any other search engine and type the name of that particular product and search for it. As a result of this activity, the user will see a lot of ads on the Search Engine Result Page (SERP).

The ads that are coming as a result of user input are a form of Inbound Marketing. These ads will only come when you as a buyer want to see them.

When you are watching a YouTube video and an ad comes in between that you don’t want to see is the example of Outbound Marketing.

Both these marketing strategies are frequently used in Digital Marketing. Further in this article we will discuss both of these types in detail and see examples of each of these marketing techniques.

INBOUND MARKETING

Let’s understand Inbound Marketing in some more detail.

Before digital marketing, advertising companies were not having enough knowledge about their customers and therefore the traditional way of advertising is not effective anymore.

If your ads are only showing when someone wants to see them. Then chances of making sales out of that are much higher. The following example will help to grab the concept more easily.

As shown in the above example. The user is seeing these ads at the exact same time when he/she wants to purchase this product.

This whole situation is in favor of the seller because a potential customer is seeing the ad only when he/she wants to purchase something.

The ads in inbound marketing match the user's intent due to the high conversation rate of these ads.

Inbound Marketing produces 54% more leads than traditional outbound techniques. (Source)

Investment-wise also Inbound Marketing is the best option. Because the user will only click (reducing CPC cost) on your ad when he/she is in the frame of mind of purchasing a product.

HOW TO LAUNCH AN INBOUND MARKETING CAMPAIGN

Any social media platform can be used for inbound marketing similarly any search engine can be used for this purpose.

Let us see how to start an inbound marketing campaign on Google.

We will take an example of Jungle Scout software. If you want to launch a product on amazon then this software can help you in; product research, keyword research, price fluctuation of product, sales of a product, and many more.

Sign up with jungle scout to promote their software as an affiliate marketer.

Google will not allow anyone to promote affiliate links directly so for that you have to create a landing page. Use Wix services to create an attractive landing page.

You have now a product and a landing page. Now let’s see what is the number one step to start promoting on Google.

1. Sign in to Google Ad with your Gmail account.

Google Ads

2. After signing in you will be directed to the google ad sign board. Click on the campaign to create a new campaign as shown in the picture below.

Dash Board

3.  Choose your objective for your campaign. If you want to increase your website traffic select website traffic. Similarly, choose sales if you want conversions.

4. Select your campaign type. 

5. In the next step, choose conversions.

6. The next section is asking where you want to show the ads.

7. Now it's time to select in which part of the world you want to run your ads. A piece of advice is always to choose top-tier countries to get better results.

8. Now its time to select your keywords

keyword selection

If you want to know how to select keywords, click here. After this, you need to fill in more details to make your ad understandable.

After that, you have to set your daily budget and launch the ad campaign. You have to be very careful when filling out the payment methods a slight mistake can leads to an account block.

This is how you set up an ad campaign. The most important step in this process is keyword selection. If your keywords are relevant then the chances of getting sales and earnings are high.

If keyword selection is not appropriate, in that case, you will not earn anything plus you will lose money also.

Your ad must be well constructed and attractive so that it can get maximum clicks. 

You can run ad campaigns on other platforms also, especially native ads, push ads, etc.

In nutshell, the Inbound Marketing technique will present the ad at the time when a buyer has the intent to purchase which makes this marketing technique extremely effective.

PROS AND CONS OF INBOUND MARKETING

Pros	Cons
Cost-effective	ROI measurement is difficult
Specific targeting	Limited scope
High Conversion rate	Competition is high
You can have quick results	Lots of moving parts (landing page, websites, setting up google analytics, etc.)
Inbound marketing will bring quality traffic	Need extensive keyword research
Nurture leads to customers	Strong marketing knowledge is required

OUTBOUND MARKETING

When you are watching a TV show or watching a video on YouTube and all of sudden an ad comes in between that is an example of Outbound Marketing. Sometimes outbound marketing is also called interruption marketing.

Outbound Marketing is like a traditional way of marketing in which advertising companies will create an ad and wait for the customer to take action.

Outbound Marketing is a generalized form of marketing. You as a seller are not really worried about a specific audience in fact you are targeting the whole consumer market.

Like in inbound marketing where you have to do a lot of research work. Outbound marketing is fairly simple in that regard all you have to do is focus on the content of your ad.

EXAMPLES OF OUTBOUND MARKETING

Email Marketing

Advertising your product through email is called Email Marketing. In this strategy first, you have to build an email list. After that construct your email newsletter and send it to your email list.

Billboard Marketing

How many times you have seen a billboard outside your car window. That is also an example of outbound marketing.

Newspaper

Printing your company product in a newspaper and then getting distributed all over the city or country is also an outbound marketing technique.

In inbound marketing customer search for the ads and in outbound marketing ad looks for the customer.

Television Ads

Advertising on television is the traditional way of marketing and it is effective also. Because it is easily accessible to everyone the results from television advertisements are encouraging.  

PROS AND CONS OF OUTBOUND MARKETING

Pros	Cons
Easier to implement	Sometimes ads are avoided
Targeting a bigger audience	Customers are not easily attracted
You have room for creating eye-catching content	Difficult to get feedback
The chances of spam in outbound marketing are minimal	Acquiring leads can be more expensive
The maintenance or tweaking is not required after you created the ad and publish it	Lack of organic connection
Outbound Marketing can build brand awareness with less effort	Outbound marketing is much more expensive

up till now, we have learned about inbound marketing, and outbound marketing with examples and we have also seen the pros and cons of each respectively. Now in the next part of this article, we will see the comparison between these two marketing techniques.  

STATISTICS OF INBOUND AND OUTBOUND MARKETING

CONCLUSION

The purpose of both marketing techniques is to promote your product. Inbound Marketing target a specific audience, who is interested in your product while outbound marketing is a more generalized form of advertising technique.

Statistics are proving that inbound marketing is much more effective than outbound marketing. But you cannot completely rule out outbound marketing.

In order to have a successful advertising campaign, you need to work on both of these techniques to get favorable results.

Thank You..!