Once you have acquired a target audience through outbound, you can intensify your efforts by inviting visitors to become part of your “family.”
4. Track and improve your efforts
Like all marketing strategies, inbound and outbound activities need to be tracked to see if your specific efforts are paying off. Classic UTM (Urchin Tracking Module) parameters work well for this, especially if you rely on Google Analytics to provide real-time feedback. Comprehensive marketing systems such as Hubspot provide additional evaluation options .
In this vein, evaluate your outbound marketing. Focus on how it influences inbound activities, and vice versa. For example, does a whitepaper promoted through outbound perform better than a blog post presenting the same offer through organic traffic? Or do prospects seem equally motivated by both options?
When you find the right balance between inbound and outbound, you can turn campaigns off or on depending on your lead generation goals .
In conclusion
As mentioned above, both approaches have their pros and cons. Inbound brings customers to us, while instagram database outbound brings us to customers. Although the numbers speak for themselves and outbound is past its prime, it still has opportunities up its sleeve that are not to be missed. If we create a strategy where we use them in the right way and at the right time, align them appropriately with our inbound campaigns, and remember to always think about the customer, this interplay should not disappoint.
Both strategies mentioned in the title play a key role in the B2B field . However, they may not be easy to deal with correctly. So let's look at how their application can be properly balanced in practice to achieve the desired results.
SEO ( search engine optimization ) is the process of improving a website in order to move it higher in organic ( unpaid) search results, thereby increasing the likelihood that the website will attract more customers. Thanks to SEO, we can get a higher ROI (return on investment), but unfortunately, it is not a magic bullet. It is similar to a marathon - a long-distance run - with a sweet reward at the end, which can be imagined as a slowly increasing curve. In contrast, the PPC principle ( pay -per-click ) in marketing is a model in which advertisers pay a certain fee every time someone clicks on their online advertisement. This article discusses PPC in search results, although PPC online advertising can also be found on social networks or other websites. In relation to SEO, we can imagine PPC as a kind of energy recharge on the track. This type of reinforcement, which has a lower ROI in the long run, could be represented as a vertical line.