How to successfully combine inbound and outbound marketing?
The debate about outbound marketing being “interruption” marketing, and inbound marketing about “deserving the attention of buyers” is actually a flawed argumentation.
The question is about how you successfully go about in combining inbound and outbound marketing.
It is true that traditional advertising is less effective.
People today like to skip TV commercials when they can. They are blind for online banners (on average 0,2% click on banners). They sign-out for telephone calls (2 out of 3 people in USA are on do-not-call list). And they opt-out of commercial email, with Google Gmail helping them with easy opt-out buttons.
But when you combine the inbound philosophy with the power of outbound, both re-enforce each other. Combining inbound and outbound marketing works when you:
- Using advertising to create awareness, with messages they care about.
- Paid content promotion about content they want to read.
- Send emails that are relevant to them
- Use outbound call center calls that are timed and relevant to them as respond to a pre-qualified need.