Inbound and outbound marketing
Inbound and outbound marketing strategies are aimed at acquiring buyers for a company or product. Both strategies differ in their approach. In outbound marketing, the company tries to find potential customers through various measures. The provider places print advertisements or TV advertising, makes cold calls, is represented at trade fairs or sends out mass e-mails. With inbound marketing, the customer is supposed to find the company himself. Here the company makes greater efforts by producing content tailored to the customer’s needs. This can be done by writing e-books, blogs, white papers or posting viral YouTube videos online. Webinars or RSS feeds are also suitable for communicating certain content to interested parties. In this way the customer finds the company, not the other way around.
Inbound is cost-efficient
The use of outbound marketing measures costs a lot of money. Advertisements in newspapers, magazines or on posters as well as advertising time on television are expensive. The same applies to rental fees for exhibition stands or the purchase of e-mail address lists in order to reach as many people as possible.
Inbound has the advantage that the use of social media such as Facebook, Twitter or YouTube is usually free of charge. Here it is necessary to create suitable content, i.e. blogs, e-books or viral videos. Generally, this can be achieved with a significantly lower budget.
Suitable ads for relevant target groups
In contrast to cold calling in outbound marketing, inbound measures only reach those people who are actively looking fort he offered product. By visiting a homepage, subscribing to a newsletter or RSS feed as well as liking articles or video content, the potential customers show that they have interest in the content. In the ideal case, they are even interested in buying a specific article.
Producing your own content instead of purchasing ads
Instead of buying advertisements, there are other, low-cost ways to be as prominent as possible in search engine rankings. A company can create high-quality content that appeals to interested parties. Such effort is rewarded by a higher organic ranking. So-called backlink profiles also help here; the longer the link remains online and the more renowned the website that links the content, the better.
What is a CRM system and what is the difference to inbound marketing?
A customer relationship management system is a well-established solution for marketing, especially sales. Here, employees make new customer contacts and, in addition to the contact data, add information such as the time of the last interaction, content of the correspondence or analyses drawn from it. However, these systems depend on employees continuously feeding them with information.
Profitable combination of inbound marketing and CRM software
Since inbound systems are continuously filled with information through user input, a combination with CRM software makes sense. If there is already information about a user, it can be supplemented in the inbound system. This makes it easier to avoid addressing already known contacts as new customers.
It is also possible that the customer data from the inbound system is more up-to-date than the old entries from the CRM solution. Thus, CRM contacts are up-dated. In addition, the inbound system can determine which contents the contact has called up and to which offers he has reacted. This makes it easier to approach customers in a targeted way.