One of the most effective MSP marketing techniques is the use of outbound and inbound marketing. Depending on who you ask, some companies prefer outbound marketing, while others prefer the inbound method. Both of these strategies use very different tactics, which can lead to a wide variety of results. Nevertheless, it is crucial to experiment with both of these strategies to see which one is best for your business. Understanding the differences between these two approaches will enable you to choose the technique that best fits your company. Here’s a more in-depth look at these effective strategies and the main differences between them:
Outbound Marketing Strategy
Outbound marketing is a common tactic for companies of all sizes. It is also known as “interruption marketing”, as it focuses on advertising your product or services through commercials, direct mail, email, and other forms of advertisement. These messages are considered a one-way conversation because it allows you to promote your services whether the potential clients are interested or not. Although, the use of outbound marketing can enable you to reach a wide-ranging audience; it also has a few drawbacks.
For example, over 40% of direct mail is never opened and commercials on TV can be skipped with ease through the use of DVR services. Potential clients also prefer to stream their music, which enables them to avoid advertisements and it limits the effectiveness of your advertising campaign. Advertising online has also become more difficult as over 60% of users use an ad blocker that prohibits advertisements from popping up onto their computer screen. It can be challenging to get your message across through the wide variety of ways that potential clients can block or ignore your message. If you continually struggle with outbound marketing, it may be time to switch to another strategic plan.
Inbound Marketing Strategy
The opposite end of the spectrum from the outbound strategy is known as inbound marketing. The use of inbound marketing enables you to focus on a group of people that are already interested in your services. These potential clients are in need of managed services and it is up to you to create engaging content that will lead them to your business. For example, writing blogs or eBooks is an excellent way to describe your services and it will create genuine interest in your product.
Another good idea is to send out a monthly newsletter to existing clients, as it will strengthen your relationships and can lead to new clients through references. Instead of being intrusive, a potential client will visit your website and be genuinely interested in your services. Finding the balance between these two MSP marketing approaches will help get your message to the intended targeted audience. As you can see, inbound marketing brings the best leads while outbound marketing reaches the most people.
Understanding the vast differences between outbound and inbound marketing will enable your company to create an effective MSP marketing campaign. Experimenting with both of these marketing strategies will give you an excellent idea of their effectiveness and if you need to make any changes. Over time, you will find the right balance between using outbound and inbound advertising. If you find what works for you, you can have an effective advertising campaign.