Methodologies within marketing strategies are constantly evolving, with the way we utilise inbound and outbound changing based on marketing trends. With these changes comes the allbound approach – not as a new completely new method, but as a fresh term for a holistic marketing strategy.
Combining the strengths of both inbound and outbound strategies, allbound marketing provides valuable content to connect with potential customers and actively pursue leads through outbound strategies, whilst building rapport and connections with those who contact the company through inbound strategies.
Combining the strengths of both inbound and outbound strategies
But first, let’s rewind and understand the key principles within allbound marketing.
Defining the Strategies
Outbound Marketing
Usually, outbound marketing is the most common marketing strategy used within companies. It involves actively reaching out to potential leads, in order to generate their interest in what you’re selling. Outbound marketing is more about pushing information out to potential prospects, as the business will initiate the contact. There are many tools and tactics for outbound marketing, with the more common activities including:
- Cold calling and emailing
- Direct mail
- Advertising
- Paid social media
Rather than appealing to the problem your target audience may have, which your product/service can solve, outbound marketing is the act of getting their attention by reaching out in a more direct manner.
Inbound Marketing
Inbound marketing takes the opposite approach, with the aim to engage your target audience in a way that leads to them reaching out to your company in a way that is organic. This is done by providing value to the customer and offering a potential solution to a problem they may be facing, as well as engaging with those who interact with the company online. Inbound marketing pulls people towards the business, as the customer initiates the contact. Conventional forms of inbound marketing include:
- Organic social media
- SEO
- Content marketing
- Newsletters
- Blogs
By using relevant and valuable content, this draws in the attention of customer, causing them to initiate contact with the intent of purchasing.
Identifying the challenges of each strategy
Any marketing professional or agency will tell you that each method comes with its own set of challenges, but it’s important to identify what these challenges are, so that you are prepared to navigate them.
Inbound Marketing
Inbound marketing can require more time and content creation, since the aim is to have prospects approach you. It can also take longer to achieve noticeable results, especially when working within a competitive market.
Outbound Marketing
Outbound marketing can often come across as intrusive or even annoying to potential customers. This strategy usually requires a bigger budget and can deliver a lower return on investment, because of it’s wider, less targeted approach.
Allbound Marketing
The primary challenge within allbound marketing is to seamlessly integrate inbound and outbound strategies. This requires collaboration within teams and gaining a distinct understanding of how each tactic supports the other. Allbound marketing can sometimes require a small amount of trial and error, but once you see what’s working and what’s not, you’ll have allbound marketing mastered.
Allbound marketing: The future of marketing tactics
Allbound marketing combines the best of both worlds, nurturing leads then closing them further down the sales funnel. By leveraging the advantages that both inbound and outbound marketing practises offer, this can give a more diverse reach into difference audiences. Allbound marketing is more than just a combination; it’s a strategic combination, aimed at optimising reach, engagement and conversion.
Our team has extensive experience in allbound marketing and implementing it alongside your overarching marketing strategy.
Book a meeting with our Chief Marketer Holly, to learn more.
