Why mix inbound and outbound advertising in B2B?

With the increasingly important place of the web in our lives – at home and in the office – search engines have changed the way we find answers to our questions.

In this context, two (complementary!) Strategies aim to get in touch with potential customers on the web: attraction marketinginbound marketing) and marketing interruptionsoutbound marketing). By joining forces, you develop an optimal marketing strategy.

What are the differences between input i outbound marketing in B2B?

By assembling two sides of the same coin, these approaches help to create efficiently leads. With attraction marketing, you primarily want to position yourself as an expert in your field. Your prospects are looking for the solution you offer, but may not know it yet.

Therefore, potential customers are the ones who turn to you thanks to your informative content combined with your SEO strategy that ensures you answer their questions on search engines. Your generation leads then it depends on the effort made to make your brand and its message available through different channels.

By combining these approaches, you balance in the short and long term: you create a place for yourself in your industry while gaining more immediate potential customers, without compromising quality!

Tactics ofoutbound marketing Instead, they gather a large number of potential clients, who are pre-established thanks to different people who allow them to know which target has which specific needs. Purpose outbound marketing: Actively create opportunities for contact between your goals and your offer.

Contrary to some popular beliefs,outbound marketing it doesn’t have to be invasive! You just have to find the right formula and the right format. Here are some examples:

  • Seminar or webinar
  • A fair or other event in your industry
  • Direct mail (eblast)
  • Advertising – on the web or social networks, in a podcast or newsletter, etc.

Combineinput ioutbound marketing in 4 steps

Ready to use your superpowers?

1. Decide to access push pullor diffusion and attraction

L ‘outbound marketing disseminates information to a large number of potential customers (pushing), while attraction marketing attracts the attention of potential clients interested in your field of expertisesweater). Therefore, these two approaches are mutually reinforcing.

Results? Potential customers are contacted through ads or are confident in your expertise after researching where your blog posts confirm your knowledge. All this without them even contacting any of your representatives! Reaching and attracting potential customers, your campaign aboutoutbound marketing then leads to your content, the stars in yours inbound marketing.

Read also: Google Ads 101: our guide to creating your ad campaign

2. Make the most of your email marketing

Did you know that 87% of B2B marketing considers email the best free and organic way to distribute information? Whether you send your newsletter to interested subscribers (marketing attractions) or distribute your e-brochuresoutbound marketing), enjoy this platform!

To optimize the openness rate of your email marketing tactics, it is better to segment mailing or, at least, personalize according to your segments. Customizing your emails to your goals will help you meet their needs and build a relationship of trust with them.

3. Focus on branding

Your brand image is key to the success of your marketing strategy, where clarity and consistency play a key role. Imagine: when they come to your website, a potential customer does not fully understand the usefulness of your services or, again, notices that your voice is constantly changing from one page to another. This confusion probably won’t convince him to do business with you!

4. Make tracks and improvements

Your expansion and retreat efforts should be closely monitored to identify where you are doing best and where you should adjust. With the tape, you will regularly measure the pulse of your potential customers (what are they interested in? Do they have new worries?). To track your digital platforms, refer to Google Analytics and UTM parameters (Urchin monitoring module) to paint an accurate portrait of the user and their itinerary.

For example: compare which download ratio of your eBook is more interesting, through your Google Ads advertising (outbound marketing) or through your blog post highlighting itinbound marketing)? Some products or services might work better with one or the other of these approaches. With such data in hand, you will be able to optimize your campaigns in (almost) real time!

In short, everything is in balance! Combined, input i outbound Marketing increase the effectiveness of your marketing strategy, offer optimal solutions to your potential customers and promote your organization. To help you find the winning combination, contact our team of expert strategists!

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