Inbound vs Outbound Marketing

A mix of traditional advertising (outbound marketing) and inbound marketing (content marketing is a cornerstone) is recommended.

What is Inbound marketing

• attract and engage through content
• build trust
• create interest
• convert visitors into leads or customers
• less control compared to outbound

Common tactics of Inbound marketing

#1 SEO

What is the goal? align the site with search engine algorithms=> improve website’s visibility in search engine results =? increase organic traffic
How to achieve the goal?

• 1. optimised keywords
• 2. improved site architecture
• 3. fast page load speeds
• 4. quality backlinks

#2 Content Marketing (engage+convert)

• 1. distribute high-value, targeted materials: blogs, videos, infographics and eBooks
• 2. consistent, relevant content
• 3. build trust
• 4. positions the organisation as a credible source within its industry

#3. Organic Social Media

• 1. strategic presence on key platforms
• 2. connect with audiences
• 3. nurture audiences
• 4. build communities
• 5. effective customer service
• 6. brand engagement
• 7. long-term relationships

#4 Email newsletters

• 1. direct communication channel
• 2. personalised, value-driven content to subscribers
• 3. regular updates (product launches, company developments and educational insights)
• 4. maintain engagement
• 5. promote loyalty

#5. Podcasts

• 1. engaging audio content
• 2. wide range of topics (expert interviews, storytelling and industry insights)
• 3. brand authority
• 4. connect with audiences
• 5. on-demand access

#5. Events

• 1. bring people together
• 2. purposes: education, networking or industry updates
• 3. in-person or virtual
• 4. seminars, webinars and trade shows
• 5. opportunities for brand alignment with audience needs

What is Outbound marketing

• paid advertising
• to build awareness
• to drive visitors
• a way to extend reach
• promote products or services to a broad audience, pushing to a wider audience
• targets individuals who may not be actively seeking what is being offered
• can be expensive
• faces barriers from ad blocking software and and privacy laws

Common tactics of Outbound marketing

#1 PPC (Pay-per-click)

• 1. advertising model
• 2. advertisers pay a fee each time their ad is clicked
• 3. drive targeted traffic to the website
• 4. purchasing ad placements on search engines

#2 Display and retargeting

• 1. Display advertising = visually engaging ads placed across digital platforms
• 2. Retargeting = re-engage individuals who have previously interacted with a website or content = > encourage them to return and complete a desired action

#3 Paid social ads

• 1. promoting content on social media platforms
• 2. reach specific audience segments
• 3. advanced targeting tools => maximise reach and engagement

#4 TV, radio and print ads

• 1. promote to broad or niche audiences
• 2. brand building
• 3. targeted messaging
• 4. paid spots or placements

#5. Direct mail

• 1. printed promotional materials (postcards or catalogues)
• 2. sent directly to individuals
• 3. precise targeting and personalisation
• 4. opportunities for direct engagement with potential customers

#5. OOH (Out of Home)

• 1. prominent outdoor spaces – billboards or bus shelters
• 2. messages to high-traffic areas
• 3. brand visibility and awareness campaigns

What is Quality content 

• deep understanding of customer needs and motivations
• encourage profitable actions from the audience
• provide useful information
• solve problems audiences are already searching for online