Inbound marketing and unbound marketing are two different strategies used to attract customers. Inbound marketing focuses on creating content that is relevant to the needs and interests the customer already has. Unbound marketing focuses on arousing this interest. It can be said that the two approaches deal with audiences at different levels of consciousness. Therefore, they will help you design your “marketing and sales funnel” specifically.
The Essential Difference
The main difference between inbound marketing and unbound marketing is in the way they reach potential customers. Inbound marketing targets people who are already interested in your product or service. Meanwhile, unbound marketing targets people who are not yet aware of your offerings. Once marketing professionals know this, they will align the objectives and strategy of brand campaigns, as well as the messages that will be essential to communicate to the audience.
How it is into practice
Inbound marketing involves using tactics like SEO, social media, email campaigns, and creating content aimed at targeted media to attract customers. Unbound involves using tactics such as on/offline advertising, sales videos, promotional email marketing campaigns, promotions and public relations to reach potential customers. Both strategies have their own advantages, and can also complement each other depending on the type of business you are running. As with everything in the marketing world, there is no single recipe that works for every business, but there is certainly one for you.
What about Outbound Marketing?
Is outbound marketing dead? No. This concept comes from traditional marketing, and applies to all audiences, but with strategies that do not include the “agreement” of the client to collect their data and send them information. This includes advertising in major media (TV, radio, billboard), and mass-printed direct mail. However, it caters more to big brands and advertisers with substantial budgets. Eventually, it can serve regional companies, with segmentation possibilities. With technological advances, however, Inbound and Unbound are gaining more and more space.
And now, how do I know what’s best for me?
How do I know if my company needs Inbound or Unbound?
If you haven’t already spot the strategy that fits you, consider these factors:
STAGE OF THE BRAND IN THE MARKET:
Is your brand or product in the launch, consolidation stage, or is it already consolidated in the target market? If you are in an advanced stage, Inbound will be the most suitable. If it’s a new product or brand, then Unbound is the way to go.
TARGET AUDIENCE PROFILE:
What is the degree of information and knowledge about your type of product by your potential customers? Do they already know what is the type of product or service you offer? If so, bet on Inbound.
DEMAND vs. POTENTIAL:
Is the demand you consider for your product or service already concrete, is there an unmet demand with registered searches, or is it a projection based on market research? When the demand is presumed, not concrete, then your path will be Unbound.
More important than the names is that you are aware of your processes. In the Unbound scenario, the audience is completely “cold”, which means, they have no knowledge about your brand, or even interest in your service or product. In Inbound, on the other hand, the audience might be closer to what we call “lukewarm” or “hot”, that is, it has some information about your brand and/or interest in your product. The strategy will always be to convert each “lead” (contact) into a sale. This means the unbound marketing “funnel” is more complete, while the inbound “funnel” is simpler, with fewer stages.
Need help defining your funnel and creating strategic content? DM me on Whatsapp on this page, or sending a message on the Contact page .
Among other skills, Denise Maciel is certified in Inboud Marketing by Hubspot Academy and Unbound Marketing by RD University.
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