Inbound Marketing vs. Outbound Marketing


Reading Time: 8 mins. 26/09/2018

The Inbound and Outbound Marketing are differentiated by the way in which they get the attention of the user, are two totally different methods, the first is synonymous of attraction and the last one of interruption.
Inbound and Outbound marketing, even though they have common objective, have different methods when it comes to achieving their objectives. We can say that the two share the same objective, but they differ radically in the way they try to achieve it.
 
Both aim to attract the attention of users with the goal of selling the products or services. But the way to reach users is very different, since they use two very different paths, Inbound marketing subtly captures the consumer’s attention and the Outbound in an overwhelming way.


The Outbound Marketing or traditional marketing is the set of actions aimed at selling products or services to users in a single sense, this means that communication is always made from the company to the user and not vice versa.
 
It is characterized by presenting itself in an intrusive way, without waiting for it. Think, for example, of the typical ad that jumps while you play a video on YouTube or the banner that interrupts you when viewing an article. Normally, this type of communication is what most users hate the most.
 
Opting for the traditional approach, imagine, as many times we have happened, when we get an offer for a hotel through a banner on a website that we are visiting. Actually, we do not know the probability of this offer until we become interested, but what is really clear is that it is a very cold contact, since we do not have enough information to determine if the user who accesses that page may be interested or not.
 
However, Outbound Marketing is losing strength against Inbound Marketing. The time available to the user is increasingly limited, and he/she does not want to be interrupted repeatedly by offers he/she is not interested in.
 
Nowadays, trends in user behavior go down another path. Currently, consumers do not receive a cold call in a positive way, just as they do not usually pay attention to unwanted emails. In the same way, the intrusive advertising that it detects when browsing the Internet, does not manage to attract attention effectively.
 
Really, why we have to offer products or services without knowing if the user is really interested in? Maybe the only thing you are doing is wasting your time and that of others, since in some (few) cases it might work, but in many others it will not work.
 
This is why Inbound Marketing is very important, since the user is the one who finishes looking for those attractive contents that are offered to them, that at their own pace they end up helping him to make a decision during the purchase cycle.
 
Inbound Marketing basically consists of making the user the one who finds us instead of going to look for him. It all comes from the fact that the user buys and behaves radically differently than he did ten years ago, and the tools used to do so are: SEO, Social Media, Content, Public Relations, Social Ads, etc. that previously did not exist.
 
This new type of marketing is mainly composed of content that is disseminated through different channels in order to achieve the lowest possible user acquisition cost and that the user obtains a clear value in the content found, instead of "forcing" to access to buy our product / service directly.
 
The process of the purchase cycle is medium to long term, since it allows us to get to know the user better, attract them with valuable content, help them to better understand their needs and thus, finally converting them into a prescriber of our product / service.


It is key to understand that our user goes through different states since he visits us for the first time and how to convince him to reach the end of the process. As the consumer advances, we must give a more difficult content, in the following list we will explain the steps to follow:
 
1) Attract:
 
To generate traffic, you must use different resources such as content marketing, SEO techniques, social networks, etc. It is important to do it according to strategic planning to achieve results.
 
The idea is not that all users visit our website, but that we focus on attracting those who are more likely to become sales opportunities and, finally, satisfied customers. A good way to get the attention of the right customers is by offering them relevant content at the right time.
 
 
2) Convert:
 
Once we have managed to attract visitors to our website, the next step is to turn them into sales opportunities. We must start a conversation in the way that best suits them.
 
We can contact them through messages, forms or meetings. Once you have been in contact, we must answer all your questions and offer them content that is relevant and valuable for each of our buyer persona, and continue with that communication.
 
3) Close:
 
Once we have obtained a database, we must manage the records, integrate them into a CRM or with automation and lead nurturing tools. This way we will be able to create a flow of contents that is automated and adapted to the purchase cycle of our potential client.
 
4) Delight:
 
When we have already got clients, it is necessary to keep them. In this phase, we must keep them pleased to delight them, offer them useful and interesting information and take care of our possible prescribers to turn sales into recommendations.
 
In our case, in the tourism sector, large online travel agencies and meta-search engines have expanded on a large scale in recent years. So in this area inbound marketing plays a fundamental role, as it bets on the recurrence of the traveler, its monitoring and therefore its loyalty, without naming the possibility of becoming a prescriber.
 
The objective of every hotel is to promote direct booking, but how can we do it through inbound marketing? We name you some tricks:
 
We must support and facilitate its management to the traveler in the initial phase of his customer journey.
Before choosing a hotel, you usually choose the place. Normally the user investigates about the place to visit, what can be done in it, attractions of interest, etc. It would be interesting for any hotel that is positioned to contribute from the first phase, a content of value to its potential client.
 
Increase profitability by reducing the cost of acquisition of the traveler.
We must capture a potential client with the different Inbound techniques until he becomes a real client. Acquisition costs associated with intermediation range from 15 to 20% of total reserves. If you can lower that figure, the final result can be very interesting.
 
Analyze and segment the market.
Thanks to the Lead Scoring, as we already explained their techniques in the pill "How do Leads work?" we can make different strategies and communications with our potentials depending on the phase of the customer journey in which it is. This phase of inbound marketing brings an interesting value to the hotel, as it will help you to know what kind of involvement the traveler usually has with this, their level of knowledge, as well as that of affinity. This knowledge will allow the hotel to better focus its future strategies and campaigns.
 
Loyalty of the guest.
Inbound marketing is especially effective for customer loyalty. Once the client has gone through a hotel and has obtained an experience in it, it is time for it to continue. Here it is very necessary to keep communicating with him, to offer him easy information according to his tastes that you have previously registered, and to become a loyal customer, and if possible, a prescriber.

 
In this era, it is not easy to reach the consumer, who expects the offers to appear just when they are needed and not when the brands want them, that they do not want to be interrupted, that they demand quality content, and that they have the technological means to block advertising... That's why Inbound marketing was born, a good solution, without forgetting and taking advantage of traditional outbound marketing strategies to complete it.
 
Generate useful content, ebooks, webinars, quality posts that generate likes on Facebook and Instagram, retweets on Twitter, links to our website, good use of keywords and optimization of our site, and with subsequent automated marketing actions that we estimate timely, we will direct the possible customer through the sales funnel and we can achieve our main objective.