Published on October 31st, 2017 | by Jose Vasquez0
Inbound vs. Outbound Marketing for Startup Tech Companies
Should you be using inbound or outbound marketing for your startup tech company?
Though they share a singular purpose, inbound and outbound marketing are totally different animals for startup tech companies. All marketing strategies are designed to build awareness of a central brand (as well as improve its reputation and boost sales), but the approaches used by inbound and outbound strategies are totally different. Each approach has advantages and disadvantages, so which one is better for startup tech companies to use?
Outbound marketing tactics are “traditional” marketing tactics, designed to get someone’s attention with an external placement. They include things like traditional ads, billboard ads, and PPC ads. There are some advantages to this approach:
- Guaranteed traffic. You’ll almost be guaranteed more traffic to your site (or store) with the right placement. Some methods (like PPC ads) only make you pay for the traffic you actually generate.
- Consistent ROI. If you keep using the same strategy, you’ll probably keep seeing the same ROI. That makes outbound marketing predictable, which is valuable when planning a budget.
- Instant value. Outbound marketing works instantly; the moment the ad is placed, you’ll start generating traffic, which is valuable if you need to jump start your campaign.
Inbound marketing is about building your brand’s visibility and reputation so more people find it naturally. These tactics including things like search engine optimization (SEO), content marketing, and social media marketing. There are major advantages here too:
- Customer relevance. When using inbound tactics, the customers who find your brand really want to find you, leading to higher customer relevance and (likely) more sales.
- Cost-efficiency. Generally speaking, inbound marketing tactics are far more cost efficient than outbound tactics, making them ideal for low-budget startups.
- ROI over time. Unlike outbound tactics, inbound tactics have the capacity to scale over time, giving them an ROI that grows higher and higher with more effort.
Which Is Better?
Ultimately, while inbound marketing is generally preferable for many reasons, both inbound and outbound marketing are worth your consideration. Depending on your budget, your goals, and the nature of your company, your best bet is probably to have some kind of blend of the two. If you need help deciding what blend to use, or if you want more information on either type of strategy, make sure to contact me today!