Ever heard the terms “inbound” and “outbound” marketing and wondered what they mean? Ever asked yourself which one’s better for your small business?
TL;DR: they’re both important and neither is “better.” They’re just two sides of the same marketing coin. As a small business trying to grow among (and beyond) your competitors, the magic happens when you strike the right balance. Let’s break it down.
What Is Inbound Marketing? Strategies to Attract Customers
Think of inbound like the cool café on the corner that everyone wants to check out. You’re not chasing after people with an armful of flyers. Instead, you’re creating content that draws them in. A good inbound approach would be creative email campaigns and an active Instagram or TikTok account to draw consumers to your café.
Inbound marketing is all about being helpful, relevant and visible when your ideal customer is already looking.
Other inbound services include:
Search Engine Optimization (SEO):
Get your website to pop up when someone searches for “bookkeeping services in Marlborough” or “landscaping company near me.”
Blog posts and newsletters:
Share tips like “5 Ways to Organize Your Finances” to keep readers coming back. Your building authority and trust here with your readers.
Website and landing page copy:
Turning those curious browsers into buyers with clear, persuasive messaging.
LinkedIn content:
Post insights to build trust without sounding too aggressively salesy. Nobody likes that.
The goal of inbound marketing is simple, according to HubSpot (a great Massachusetts business headquartered in Cambridge):
“To grow your organization by building meaningful, lasting relationships with consumers, prospects and customers.”
What Is Outbound Marketing? Outreach Methods for Growing Your Audience
Outbound marketing is like sliding into someone’s DMs with a thoughtful compliment, as opposed to a cheesy pickup line. (Pro tip: On second thought, please don’t slide into anyone’s DMs.) It’s about reaching out strategically. The easy way to remember it is Outbound = Outreach.
Here’s what it might look like:
Marketing emails:
Send personalized onboarding emails to new subscribers or re-engage leads who have gone quiet. Note: sometimes the customer you’re looking for is already subscribed to your emails.
For example: I helped a landscaping company email new homeowners with a lawn care consultation offer. The result? One email led to two loyal clients. Note: Track email open rates and response rates to see what’s working. Remember: you want measurable results!
Sales letters or direct mail:
A well-timed, eye-catching direct mail postcard can still win you new or recurring business. Print is not dead. A tangible marketing piece sometimes can be more effective than a PDF or digital ad.
Speaker notes or PowerPoint (or Google or Canva) decks:
If you’re giving a talk, leading a webinar, or pitching a product at a trade show, you’re marketing yourself outwardly. I help make sure your presentation looks and sounds polished yet relatable to your audience.
Coldish LinkedIn outreach:
Messaging someone with intent, followed by content that supports your expertise is a better method than spamming people who will probably unfollow or block you. Yikes!
Instead, message prospects with a personalized note, like referencing their recent post. Build trust and then share content that shows your expertise.
Outbound marketing can work beautifully when it’s done with empathy, strategy and a strong message. It gets your name out there and touches on customer pain points. This is crucial when you’re entering a new market or launching a new product.
So… Which Should You Use?
Both. Think of it like using inbound to create the buzz for that neighborhood café, and outbound to build the momentum.
Another way to look at it: Inbound earns trust (followers and subscribers). Outbound creates opportunities (leads and sales).
Here’s the sweet spot:
• Use inbound marketing to nurture long-term relationships and build your authority and expertise.
• Use outbound marketing to introduce yourself to people who don’t know they need you yet.
As your marketing partner, I help with both. From writing blogs that bring people in, to crafting emails that get responses. Tannuzzo Creative makes sure your message hits and creates an intended action or reaction.
Want some help figuring out your best mix of inbound and outbound?