Inbound y outbound marketing

Marketing saliente

El inbound marketing es una metodología basada en atraer a nuestro público objetivo acompañándolo en su viaje hacia la decisión de compra. Las estrategias de inbound marketing llevan a su audiencia de la mano desde el descubrimiento de la marca hasta su fidelización.

Ahora bien, si tomáramos las estrategias inbound y outbound y les pusiéramos un símbolo a cada una, el inbound marketing sería el equivalente a un imán, mientras que el outbound marketing sería el equivalente a un megáfono.

El inbound marketing es un conjunto de técnicas y herramientas que se basan en la atracción de clientes potenciales de forma no intrusiva. Con ellas, buscamos atraer más tráfico a nuestra web, hacer ofertas atractivas a los usuarios para que se conviertan en leads y guiarlos a través del proceso de lead nurturing hasta que se conviertan en clientes fieles.

Otro recurso utilizado para clarificar las diferentes fases del proceso de inbound journey es el “embudo de conversión”: en la parte superior del embudo tenemos a todos los usuarios que visitan nuestra web y contenidos, mientras que en la parte inferior del embudo (la más estrecha) tenemos a los que conseguimos convertir en clientes.

Outbound marketing examples

Inbound and Outbound marketing are two sides of the same coin, even though they are two opposite methodologies. If you want your company to be profitable in the long run, combining these two formulas is the smartest decision for your business.

The ultimate goal of both disciplines is to capture the attention of audiences and bring them closer to the brand in order to convert them into customers. But combining them means knowing how to adapt your company’s overall strategy to each stage of the conversion funnel. This is vital for users to maintain their interest in the brand and follow the entire path to conversion.

It should not be forgotten that people receive around 10,000 advertising impacts per day. This is a chilling figure but, above all, it highlights an undeniable reality: competition to capture a larger market share is fierce.

This does not mean that at any given time you cannot exploit their particularities separately. In fact, at specific moments you will find that one or the other strategy will be more effective. However, it is recommended that both Inbound and Outbound marketing be part of every company’s arsenal.

Inbound and outbound what is it

Inbound marketing combines non-intrusive marketing and advertising techniques with the aim of attracting consumers by offering them valuable content and relevant experiences. Outbound marketing, on the other hand, is the set of marketing actions aimed at attracting consumers, but with direct and unidirectional methods.

All the marketing and advertising techniques used in so-called interruptive marketing can be given an “inbound” approach and capitalized on, achieving more satisfactory results. Adding rather than subtracting. We call this totally innovative process inboundization.

This channel would end up naturally attracting traffic from mothers and fathers who are looking to clarify doubts about newborns. There will also be visits from people who find a content, value it and end up sharing it, or users who find a piece of information very valuable and reference it on their website, which will make their visitors find the link to the blog there and thus have direct access to it. All this traffic can be converted into a database through a series of processes and “educate” these users to direct them to an ecommerce or a closer sale through a commercial.

Inbound vs outbound marketing b2b

You’ve probably heard about inbound marketing and outbound marketing, but you may not be very clear about what each one consists of and what their differences are. In this article we are going to explain in detail everything you need to know about these marketing strategies.

Clear examples of outbound marketing are, for example, the ads of El Corte Inglés, which reach the user through all kinds of traditional media; or Burger King, which does not ask the user’s permission to enter his house, but reaches millions of people through its advertising.

While outbound marketing seeks to pursue the potential customer, inbound marketing aims to seduce and attract him, to the point where the customer decides to come to the call of the product by himself. It is a method based on the user experience, on making them feel loved and important. It is necessary to attract their attention with content that they find interesting and to pamper them in order to gain their trust. The main characteristics of this method are: