Do you think Outbound Marketing is dead? And what about Inbound Marketing? What’s the difference? And how both of them can help your business? Although CEO Hubspot stated that outbound marketing is losing ground, we can still see in our real world a lot of action using the old-style marketing.
Outbound marketing is not dead.
Not really. It just ain’t the big boss anymore.
So if you have a business nowadays, knowing the power of inbound marketing is a must for you, because that’s where most of the marketing action is taking place. It’s true what most marketers are saying, companies that are smart DO INVEST in inbound marketing and they will continue to do so, because after all, we now live in a whole different business world.
Our clients are on Facebook.
Our clients are tweeting, answering stuff at Quora or checking news and great content on Google+.
And our clients are spending hours on Instagram browsing nice and pretty pictures.
That’s why smart companies know that in our new marketing realm, approaching customers by the digital way can give you a HUUUUUUUGE BOOST on your sales, your lead generation and ultimately, on your brand. That’s the new strategy which you can’t deny to your business. It works, and it works beautifully.
Customers find it V-E-R-Y weird if you don’t own a social profile because usually if you don’t have a digital presence, a way to be found online, then it means you are either…
1. too old for business
2. you don’t know exactly what you are doing, you’re an amateur in a Digital Era.
But relax because, even if you think you relate to one of those 2 options (or both of them), I can help. And if you know how outbound marketing works due to your life experience, if you know which are the DOs and DONTs of old school marketing, then you can have a leverage.
Here, I got some good news for you:
Ok? Good news right?
Well, now I will show you what I’m about to teach you here.
Here is what you’ll get from this piece of awesome content:
- Inbound Marketing vs Outbound Marketing differences
- Extremely professional Inbound Marketing strategies
- Extremely professional Outbound Marketing strategies
- Why you should merge both worlds
INBOUND MARKERTING vs OUTBOUND MARKETING
In outbound marketing the goal is to make a smart approach that will make people pay attention to your product or service. It’s about making people STOP what they are doing, so they can hear your sales pitch.
The goal is to block whatever they are doing and put yourself, your brand and your product in front of them for a moment. That’s the goal.
The problem is that many companies started making their outbound strategies too massive, too “hard on the eyes” and too annoying to people, thus, creating the NEED on everybody to flee just because of those hardcore promotion techniques.
Cold calls even at home…
Salesman knocking on every door….
Too much interruption which was definitely too unbearable.
And not a long time ago, this is was the cause why many new business models were born, because certain entrepreneurs saw an opportunity to save the day and block all these problematic approaches for people. They were heroes for most of us, and outbound marketing suffered a hard hit.
So because of that, marketing turned into something much harder to do effectively just because people started blocking it. At this time, interrupting people became harder and harder, due to some companies providing email blocking services and phone calls blockers. Those guys flooded the market at that time and are now still perceived as heroes.
It’s not that people hate marketing or they hate to be introduced to a good product, it’s just that they don’t want that much frequency or aggressiveness. They want peace, they want comfort. They want to sit down, read what they want to read on their computers without someone or something grabbing their attention.
But many companies in the past, didn’t understand customers’ perspective or why they hired services that help them block those annoying marketing strategies. So they continued doing the same things, and hurting their own brand because of it. Outbound marketing at the way it used to be done, doesn’t work anymore and it is a bad strategy.
And believe me, there are still some dumb companies that insists on doing things the wrong way, and they have paid the price for it.
Due to all those problems, after the Internet was born, a new type of marketing started playing the marketing game too.
That’s our NEW player! Inbound Marketing!
In our new Internet days, thanks to all the search engines out there, we now have a huge opportunity to market our brands and products in a smart, precise and strong way. We can now hit the right guys by analyzing the right data. We can build our brand and show ourselves as experts.
And people LOVE Experts. And they also LOVE Authority.
Those are the words EVERY company should focus on here in our New Era.
And it has everything to do with Inbound Marketing.
It works like this:
- 1. A person searchs for an answer for a certain problem
- 2. Your website or blog has that answer
- 3. Google/Bing/[insert other here] find your answer to that person’s question
- 4. They return your content as a result to that person
- 5. That person enters your website, reads your content and likes what you gave him
- 6. Because of that, that person explores your whole website and find your services and…
Your work was only to publish an answer on your website for a problem/question and as a result, an unknown customer which you didn’t pitched or interrupted, found your services/products and he now decided to spend money with you.
THAT’S Inbound Marketing.
Like Brian Hannigan said:
“Inbound Marketing is about the width of your brain, not the width of your wallet”
It’s about being smart and make your voice be heard.
OK. NOW you know the differences between one and another.
Outbound marketing interrupts. Inbound Marketing pulls.
In one you are annoying, and on the other one, you are awesome, you solve problems and you are smart.
You’ll see that BOTH strategies have their share of advantages on marketing for business. We can STILL use outbound marketing successfully, if we use our brains right.
But let’s begin with Inbound marketing, because it’s new.
Come with me on this.
INBOUND MARKETING STRATEGIES
We have a brand new world to play with, the Internet World. Filled with forums, communities, blogs and social media, the internet is obviously a VAST PLACE to explore and also, to do business.
Exposing our brand, products and services is not just about dumping some website on the internet with a few institucional pages and hope for the best. That’s not real inbound marketing and we can’t call that digital marketing either. We can call that a mess, if you like.
Inbound Marketing is an Art, and involves several things.
- Website design
- Landing Pages
- Awesome content
- Social Media Profiles
We need a very good marketing plan in order to build something that will give us a ROI that will put a smile in our face at the end of the day.
So here are some inbound marketing strategies for you to put into practice:
1. CREATE A GREAT WEBSITE
The very first thing to do is to have a place to call Home. A place where Google and his friends can find you, present your work to unknown people and make you popular. Having an online address that shouts quality is the first thing you need to do. First thing. And that translates into a…
You need a great website to show POWER, AUTHORITY and PROFESSIONALISM!
And to do that, you must follow at least these few simple steps below:
- Make the website clean and well-designed
- Make the website SEO friendly
- Show to visitors who you are, what you do and why you do it
- Optimize forms and contact information positions
By following these tips the right way, you’ll only have to do all the work ONLY ONCE!
And this one time, will bring you a HORDE OF RESULTS! A Horde. It’s really amazing how businesses can experience lasting results just because they have built an awesome website. Even if they have built it 2 years ago, they enjoy new leads and new clients.
A great website can last, when built right.
And if you want to go deeper on building a great website here are some great tips for you.
Now let’s continue!
2. MAKE THE COLORS MATCH YOUR BRAND’S PURPOSE AND PERSONALITY
Look, colors do matter when building a website. But that doesn’t apply only to your website, it also applies to your whole brand. The whole ecosystem you are showing to your visitor is taking into consideration when we talk about inbound marketing.
The colors of the environment your video takes place…
The font colors…
The images colors…
Every color adds up an emotion to the visitor’s experience so if you are going to put an image on your website, try to be aware of this first.
You must understand that colors TRIGGERS behaviors AND feelings on human minds, and those feelings can be the difference beetwen buying from you and connecting with your brand, or never looking at it again.
You might lose a customer just because you placed the wrong colors on your website.
3. CREATE AWESOME CONTENT LIKE ARTICLES, EBOOKS, PODCASTS AND VIDEOS
It blows my mind to see that even nowadays several business owners spit a piece of bad-quality content on their website constantly, making it very short and low quality. It like a rule, amazing! And the worst part is that they expect to thrive in this new game.
Man…..some brands really need help.
You must AT LEAST do these steps below to be able to make your links shine in our new marketing world:
- 1. Create high-quality content for humans (use informal language, simple explanations and pictures)
- 2. Create SEO-oriented content so bots can spot you (try to write at least 2000 words)
- 3. Use ebooks, podcasts and videos to make your brand hit different content consumers
Every person can be presented to a huge amount of links in less than 10 minutes, so why they should click on yours? Think about it! But when you build some high-quality content on the other hand, meaning, if you put enough EFFORT and work hard to make your voice REALLY HELP someone, people will start to FIND YOU online!
Invest time and effort to publish your best work and make it a publishing rule.
Don’t hit publish UNLESS you can surely say to yourself: “Yes, this is awesome content.”
Those who take things seriously and take care of anyone out there who might need a bit of help, are rewarded. Believe me….the internet is VERY efficient on presenting people to awesome content and Google help this to be true. He is like the “content police”.
Search engines are like that.
They help people find great content.
Search engines promote the awesome brands who help customers and as a reward, they help the brand’s businesses, and they ignore the ones who are only seeking money. That’s why taking the right approach on content creation matters.
Write some great articles. Make the best videos. Give away great ebooks. Interview experts on the field.
And publish it all for the world to see how awesome your brand is.
Make the internet better and you’ll make your brand better.
4. USE THE RIGHT FONTS AND TRY TO DIVERSIFY SO YOU CAN CREATE A BEAUTIFUL READING EXPERIENCE
If you are building something online YOU CAN NOT look like your fonts were created by a 4-year old! You might find amusing to use Comic Sans in your headlines, but most people will run away from your brand if you do that.
This is Inbound Marketing man and you’re trying to get people to look at you by spitting them those type of fonts?? You must be kidding me….
EVEN IF you have the BEST CONTENT EVER, your visitors will still leave your website SO FAST, that it will look like a frog that was thrown inside a pan full of boiling water!
The right fonts is part of the strategy and the energy of your marketing, so don’t underestimate a good font.
You can check good options here and get help from a designer so he can help you match fonts in a way that it looks and feels really good to human eyes.
Google and his friends don’t care.
But humans do.
Use great fonts.
5. USE LANDING PAGES SO YOU CAN GRAB VISITORS RIGHT ON THE SPOT
Not every person on Earth is searching for what you have to offer or searching for places to spend money, but sometimes, they might enjoy the special candy you have, become intrigued about it and thus, end up buying from you. Unfortunately, by just exposing your website’s homepage you might be missing very good opportunities to close a deal.
It’s not effective to give the whole picture to people sometimes.
And that’s when landing pages comes in.
With a landing page you can make a funnel by showing to your visitors O-N-L-Y what you want them to see! What do I mean by that? It’s simple.
Let’s suppose you want to sell your products and services.
And let’s assume you have institucional pages, about pages, blog pages and the products/services pages.
Why show people the about pages if you want to sell your product?
But also, WHY show the whole game of products you are offering if you can target ONE product and show all its features, qualities, and value proposition?
The way to do that?
By using a Landing page.
To do this strategy you must:
- 1. Use a single page that is offering what you want your visitor to see
- 2. Make it distraction-free. No columns and no additional content that can diverge visitor’s attention
- 3. Use a catchy headline, a great selling text and a clean and beautiful design
Use this wisely and you’ll see a huge amount of customers diving into your business.
6. USE THE RIGHT SOCIAL MEDIA WEBSITES TO MARKET YOUR PRODUCTS AND SERVICES
We all know being social matters, but being OVERSOCIAL is not that smart. Why you ask? Simple. Because just showing on a social network without a purpose or strategy, can do more harm for your business than good.
You shouldn’t focus on being at Pinterest, Facebook, Instagram, Twitter, Tumblr, Periscope, Google+ and Foursquare all at the same time. You must be precise and use the right social media to engage only at the social networks where your target audience lies.
Not everyone is spending time on Facebook. Not everyone is tweeting. And not everyone is browsing photos on Instagram. That’s why you must know which social networks worth the time and effort so you don’t end up wasting your time and thus, your money.
You must ask yourself:
- 1. Where is my target audience? Which social networks do they use?
- 2. Do I have the time to pay attention to all the social websites I choose to be in?
- 3. How strong and influentional are the social websites in my country that I choose to use?
Click here to see a great infographic that can help you make further decisions regarding social media. And remember that there’s no rule, no one can surely afirm:
“Hey you MUST use Facebook/Twitter/Pinterest”.
Unless it is where your target audience is, it doesn’t work like that. Only focus on the social websites that WILL benefit your inbound marketing strategy so your brand can express itself better and get to the right audience effectively.
Great! We are close to the end, let’s continue!
7. USE COPYWRITING FOR EVERY PIECE OF SELLING CONTENT ON YOUR WEBSITE
When you sell something online you M-U-S-T use copywriting. Business owners think that bringing up the best of your services or products lies on dumping a piece of text that show its features and how the product was made.
Sales is not about throwing a bunch of features at the face of the customer and hope he throws his money back at yours! People don’t buy things because they enjoy “features”. People because of the E-M-O-T-I-O-N-S attached to the product or service!
We DON’T CARE about how awesome is the car!
We only CARE about how awesome we are going to feel inside of it, how people will look at us and think of us as a successful person or how pretty we find it.
To make you understand better, women DON’T CARE about the dress color or the shape of it.
Women only cares if it makes them feel:
- unique and special
- hot and skinny
- not fat and elegant
So as you can see, people don’t buy because they rationalize. They only buy because of how they FEEL at the moment. Which is why, you, as a smart business owner MUST implement good copywriting techniques in all your sales content, especially at your landing pages and form buttons.
Implement copywriting on your business my friend.
Because your success rate depends on it.
Now it’s time to flip the coin and see the other side of the game.
OUTBOUND MARKETING STRATEGIES
Well, you already know that outbound marketing is getting less and less attention nowadays because everything is digital. Everything is Youtube. Everything is Facebook. Everything is Instagram. And everything is new, pretty and cheerful online.
Friend, that’s not entirely true.
Although people MAY APPEAR to listen only to the social and digital side, truth is that brands must do some outbound marketing if they want to stay real and strong to the eyes of customers. Clients still care about one thing that many brands are putting it behind, and that is….
How do you hug, touch, look right in the eyes of people if you are only communicating through a website?!? How do you show yourself, make physical contact and prove that you are a real brand in the real world?
Many businesses are going ONLY online and THAT IS A HUGE MISTAKE!
People still care about physical presence, and that’s not a choice, it’s something hard-wired. We want to talk to charismactic people, we want to exchange thoughts and ideas with other human beings because we want to feel…
That’s why outbound marketing works even if you are interrupting people. When done the right way, it works. So here are the outbound strategies that can leverage your business:
1. MAKE A IN-PERSON INVITE FOR AN EVENT OR A WEBINAR
People want free stuff, which makes this approach very powerful (and simple). If your brand can host a webinar or a event that can help people understand something interesting FAST and through a simple way, then try doing this my friend.
Examples would be:
1. NICHE: Financial — How to destroy your debts in 6 fast steps.
2. NICHE: Dieting — How to cook 30 high-quality & tasteful food options by using only these 15 ingredients
3. NICHE: Cars — How to fix 80% of your car’s problems using only these 3 tools
Who WOULDN’T want to know about these things? Who wouldn’t want people to tell them they can cook 30 meals that are tasteful, from home and by using only the same 15 ingredients?
You must understand this, my friend:
That’s why you MUST interrupt people! And that’s why you CAN interrupt people!
Whenever the amount of value goes B-E-Y-O-N-D the interruption annoying process, people will hear you.
I can prove that to you again.
2. DELIVER A BUSINESS CARD WITH A PROMOTION CODE ON IT
This will cost you a little more money, but it’s worth it. If you enter a store for instance, and you call the manager so you can introduce yourself, your business, your products and services, then you better have something good to say or show.
Remember that no one has asked to be interrupted. It’s YOU who are forcing people into a emotional state that is hostile for you. Although you can use certain techniques and keep trying to sell things through a smart way, it’s better if you play the HIGH-VALUE card!
Which in the case of this strategy is the Business card with a promotion code on it.
Think about it. Can you imagine the side-effects of distributing business cards that have promotion codes???
And the best part, is that you can give DIFFERENT promotion codes. One business card has 20% off. The other one, 40%. And another one, 75% off! If you play the cards right, and show people that you are serious and that the promotion codes are real, you can experience this:
- people will give your card to someone who want your services or products instead of throwing it away
- people will spread the word about your outbound marketing strategy, thus, marketing your brand
- people will save lots of cards from you
It’s powerful, but it costs more money. Imagine if you print 1000 business cards and you have 4 different cupons? You will have to spend 4x the value you would have spent because it will be actually 4 different cards, just because of the promotion code.
But…….it worths the investment.
Try it and tell me later what happened.
3. PRODUCT/SERVICE DEMONSTRATIONS
When you do demonstrations people find it interesting! Everybody is living dull days, which makes demonstrations the spice of the day, the temper, the salt to make their routine interesting.
So be sure to have a smart approach to use and a fun demonstration to apply to people. The more you make them interact, the better it is for engagement because if you make a person spend a few minutes with you, they’ll usually go until the end of it.
For instance, do you think interrupting people at the mall to do one of these things below, would work?
- 1. Offer people to taste your piece of pizza
- 2. Offer people an opportunity to win a prize if they play a mini-game and win
- 3. Offer people to take a quiz about themselves
If you are smart, even when you do interruptions you’ll still get AWESOME results!
Wouldn’t you want someone representing Domino’s to stop you at the mall so you could taste a piece of pizza? What about the opportunity to win a 3-day trip to Vegas if you beat a 10-minute mini-game? And what about finding out secret stuff about yourself and about your own personality?
Outbound marketing is still strong because the human factor is always there. And it will always be. We as humans, enjoy experiencing different things, we enjoy being surprised or test new things in person.
The good part is that you can merge this with inbound marketing.
You can use a landing page as a subscription process to your event.
Or you can give away a big prize but in order to the person get it, he/she will have to like your Facebook Page.
Those are just ideas that you can play around with it. What’s important is this:
I guess we are done now.
Now it’s time to go home….
WHY YOU SHOULD MERGE BOTH WORLDS
You now have the big picture. You can now see the good, the bad and the ugly of inbound and outbound marketing, so as a result, the only thing you must decide is this:
QUESTION: Will I outwork and outsmart my competitors by being effective on the digital world as weel as in the real world?
In the end of the day what you must decide is if you’ll insert high-quality work on both sides of the coin. Through inbound marketing you can go worldwide, become famous faster — if you work hard enough — and it is possible to create more connections.
On the other hand, you won’t have the Human Factor. Like I said, choosing the types of approach that use the human factor will surely make your brand have a whole different meaning to people because that nice feeling of dealing with another human being is what really SELLS things faster.
Person-to-person marketing, interrupting people on the street with a smart approach still works, if you know what to do. People love people, they love talking to someone real and feel they are being taken care and nurtured by another human being. That’s why outbound marketing won’t be erradicated.
If you focus on doing in person marketing and you do this in a right and unique way, by showing them that your approach is E-N-T-I-R-E-L-Y different, you can create more engagement than any other marketing technique out there.
Let inbound marketing worry with the digital world and use the human factor to make your brand take place on the real world. Both inbound and outbound marketing can help you, if you know how to use the best of the two worlds.
That’s a fact.
And by merging them into one big strategy, you won’t only boost your business.
You’ll boost people’s lives.
And they will thank your brand for it.
Everything done smart, worth the shot my friend.