If you are an infoproducer, you need to know all the digital marketing strategies in the market to be able to attract the attention of your ideal customer. In this case, we are talking about inbound and outbound marketing.
They are two different strategies that help in the process of attracting, converting and retaining your customers. But do you know what the difference is between them? How do they work? Or, which one to choose?
So, read on and check out all the information we’ve separated about the two most used marketing strategies by info producers. Come on!
What is inbound marketing?
Inbound marketing, also known as attraction marketing, is a strategy in which you produce content to attract the attention of potential customers. In other words, relevant content is published according to the sales funnel so that people are interested in your brand and, consequently, become your loyal customers.
Therefore, it is a marketing strategy that seeks to attract and retain customers for a particular brand. But for that to happen it is necessary to know your avatar very well.
That’s because when you know the characteristics, pains, desires, buying objections and consumption habits of your ideal customer, it’s easier to create relevant and targeted content to attract the attention of the right audience.
Remember that your digital product or service needs to solve your avatar problem. This way, when you create content that shows that you are interested in helping them, it is possible to gain their trust and, consequently, the adhesion to your info product is spontaneous.
How does inbound marketing work?
It is worth noting that in inbound marketing you need to create strategies so that simple visitors become ambassadors for your brand. For that, you need to create content that takes the avatar to the bottom of your sales funnel.
Therefore, you have to develop attraction content, that is, more generic ones related to the avatar problem. That way you can get people to visit your website or blog.
After that, you should create more in-depth content associated with a landing page or a form to get those people’s data and turn them into leads. Once that’s done, you start sending email marketing to nurture these leads with content targeted to the infoproduct to increase purchase intent.
From that moment on, the lead will show interest and you can convert it into a customer. Don’t forget that after selling the infoproduct, you need to continue to nourish your customer with content so that they remain loyal to your brand.
In this case, you can send materials that help to consume your digital product, as well as content related to other infoproducts. For example, imagine the customer has purchased an Excel Basics online course. You can introduce him to your new Advanced Excel course.
Thus, the customer continues their purchase journey within your sales funnel. In addition, you can earn his trust with the quality of your infoproduct and its content. This makes him an ambassador for your brand and hence he will help you sell your solutions to others through referral.
Learn more about Inbound Marketing:
What is outbound marketing?
In outbound marketing, also known as interrupt marketing, you offer the digital product directly to the customer through advertising. You’ve probably been interrupted by the famous pop-up ads while browsing a website, right?
This is a type of outbound strategy. In addition, we may include banners displayed on websites or blogs, sponsored posts on social networks, advertisements made by digital influencers, among others.
It is worth noting that outbound is not only in the digital medium, as it also includes advertising on radio, TV, billboards, magazines, events, among other mass media.
As you may have noticed, the investment in outbound marketing is higher compared to inbound. This is because you will have to pay for the spaces that will be used, as well as for the content that will be produced.
How does outbound marketing work?
In outbound marketing, you also need to know your target audience to be able to target your ads more efficiently. In this case, you can make sponsored posts about your infoproduct on the social networks that your audience frequents the most.
Or, you can hire digital influencers who talk about topics related to your infoproduct to make a video talking about it so that their audience is interested in your solutions. You can also insert banners, which direct people to a landing page, on your blog to attract the visual attention of your visitors.
It’s worth noting that there is a multitude of outbound strategies you can use to convince people that they need to buy your infoproduct. Just analyze and test to see which one is most effective when attracting customers.
Inbound and Outbound marketing: which one to use?
But, after all, which marketing strategy to use? Do not worry! You don’t need to choose one of them, as you can use both inbound and outbound in your campaigns. You can merge them so that you can attract a greater number of people interested in your infoproduct.
It is worth noting that outbound marketing has a higher cost than inbound since the former is based on advertising. So, you need to know how to distribute your strategies very well.
For example, you can start using 20% outbound and 80% inbound. So you don’t have as much cost impact on your campaign. Furthermore, the investment can be evaluated through the tools provided by the digital channels.
That’s because they have analytical reports with valuable information about your audience’s behaviour. That way, you can check which strategy is working and which is not. This makes it easier to organize them to attract the right customer at the right time.