In the digital age and the proliferation of digital tools, the game is turned upside down: the prospect initiates his research himself, the customer becomes more than ever an actor in his choice of providers and suppliers. This is the emergence of inbound marketing, this technique which involves reversing the traditional B2B target capture scheme …
Is outbound marketing obsolete? Not necessarily. WebConversion, inbound marketing agency, explains the respective challenges of these two techniques, and explains how to reconcile them effectively.
What is inbound marketing?
The notion ofinbound marketing emerges naturally
with the rise of new digital channels of digital communication.
The individual – including the professional as part of his activity – has access
immediate and unlimited to a considerable source of information: from the very
fingers, he navigates, consults, inquires and compares offers of goods and
services freely available on the web.
- 80% of customers seek and find
themselves their suppliers and providers on the Internet;
- Google is today the 1st reflex of the customer looking for a product or service.
Faced with this inevitable observation, companies are taking
awareness of the major importance of their presence, and their visibility, on
the Web. In response, inbound marketing agencies are positioning themselves to help
companies to adapt their marketing strategy.
Inbound marketing in practice:
- Create content marketing :
the company defines its communication strategy with regard to the target it
aims, and creates content likely to interest its prospects.
- Referencing “naturally” sound
web content : the SEO strategy, in inbound marketing, aims to
position its content at the top of Google results, in the long term.
- Relaying content on social media :
it’s about identifying suitable social networks, and strengthening its
visibility by relaying content at the right frequency.
- Feed your leads : The objective is
here to bring their leads to maturity to get them to choose the
company products or solutions. Through the implementation of scenarios
automated, prospects receive personalized information
allowing to better qualify his need.
- Convert leads into customers :
this step, the fruit of previous efforts, takes place naturally. The lead,
convinced, contact the salesperson himself to contract.
- Build customer loyalty : a good
lead nurturing strategy, after purchase, offers the opportunity to conclude
new sales with the same customer.
You have noticed: no intrusive canvassing in
inbound marketing. The prospect remains free and master of his actions throughout
along its purchasing journey, meticulously implemented by the company
beforehand. A clear break with the traditional outbound technique
The fate of outbound marketing in the inbound era
Unlike inbound marketing,outbound
marketing is to go get the customer. Mass emailing,
telephone prospecting and door-to-door canvassing, advertising displays, campaigns
Adwords, TV and radio ads, sponsored links … all means are good for “imposing
»The product or service.
Without being obsolete, outbound marketing shows its
limits to the era of inbound marketing :
- On the end user side: the prospect,
now used to choosing sources of information, feels passive. No
decision-maker of the content he receives, he may be resistant to this
form of interference: it is not in the best conditions for
contract. The proof: the replays,
streaming, “on demand” and downloads allow
today to avoid TV and radio ads; many modules allow
now block ad banners that appear on sites
web; the canvassers are the subject of more and more complaints … as much
clues that highlight the decline in outbound actions.
- Commercial side: while inbound
marketing aims to bring the customer to himself, the salesperson must struggle
to go get it in outbound marketing. The actions to be implemented, from
done, require more time – and cost more money.
- Overall: the outbound technique
marketing, alone, can damage the image of the business. The
Pop-up advertisements suffer from an old school reputation, which challenges
cause the modernity of the brand. Outbound marketing actions, moreover,
focus on the short term: it is necessary to repeat them
regularly, which represents a significant cost both in time and money.
On the contrary, inbound marketing aims for the long term.
The fact remains that the company has every interest in
correctly combine the 2 marketing techniques.
Complementary techniques, the key to success
WebConversion, inbound marketing agency, Explain
the value of outbound marketing as part of a marketing strategy.
Outbound can be interesting for results to
short term, when inbound is profitable in the long term. It’s about
therefore to articulate the different actions to be implemented. here are examples
that highlight the complementarity of techniques.
When launching a new product or service, for example, the Adwords campaign offers immediate results : the prospect targeted by the campaign sees and reviews the ad, the brand naturally gains credibility and automatically recalls the prospect’s memory.
In parallel, the creation and publication of SEO content makes it possible to gradually gain places on strategic keywords, in the natural results (organic search) of Google. Once the inbound has paid off, the company can fearlessly decrease its Adwords budget: natural referencing has taken over.
As part of an overall strategy, the inbound allows to attract and the outbound allows to “closer”. Explanations: a good content strategy attracts the right target, who easily finds the product or service to promote thanks to effective natural referencing and a relevant social media relay. At this stage, only incoming techniques are implemented.
Gradually, the relationship with each prospect evolves: each advances at its own pace in the purchasing cycle. Once the lead is sufficiently “hot”, the outbound becomes useful. Concretely: you write a blog article, you publish it, it generates SEO traffic. You exploit this traffic through the famous CTA (call-to-action): at the end of the blog article, the “enticed” prospect wants to know more, he clicks to download a protected white paper. In return for this content with high added value, the prospect gives you access to his contact details.
Until then, only inbound is used, the prospect is the sole decision maker of his actions and it is he who goes into contact. Once he has given you his email address, you can legitimately feed it with interesting content: the outbound marketing phase begins. To enhance your efforts, retargeting is another useful outbound tool at this stage of the sales cycle.
2 possible outcomes: the lead ends up contacting the salesperson himself; the salesperson, once the lead is mature, contacts him. Note: it is essential to adapt the marketing strategy and the tools with regard to the prospect’s behavior. As it interacts with your sales system, you learn more about it: it is the proper use of this crucial information that makes it possible to contract in fine.
During the contact phase
with sales, the 2 inbound and outbound marketing techniques
are once again complementary. The lead continues to
find out about products or services – Internet and social media – up to
convincing himself to buy (inbound). You continue to drink it by
emails and retargeting to remind him to buy (outbound). ”
Other notable interests to combine outbound and
- The great success of inbound content – article
of blog with strong traffic, post social networks widely shared and / or commented… –
can be increased tenfold by an outbound relay: the publication in question is
mass-produced in a paid campaign, for example.
- Outbound actions that enjoy good
image – street marketing or participation in fairs and shows, in particular –
conversely can be used to feed the SEO content of
the company. This strengthens the proximity to the prospect, who has the impression
to be behind the scenes of the business.
the outbound, it is urgent for companies to understand the challenges of
inbound marketing, to implement the right techniques,
good manner. Best of all, it’s about finding the perfect balance
between different techniques, to take advantage of their best assets
respectively. In this context, it is wise to be accompanied by a
inbound marketing agency, from strategy development to implementation
tools and means.