Inbound & Outbound Marketing

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Knowing the most effective marketing methods to garner more attention for your business is key to scaling.

Too often, we run businesses that simply don't implement these marketing variants and don't know what they mean.

Today we want to define those for you and give you clarity around which method might be the right next step for you.

Reasoning Around Methodology

From our perspective, you'd implement both types of marketing for various reasons we're listing below. 

Outbound Marketing

Outbound marketing - or the method of drawing new interest and nurturing existing interest in your services or products via OUTBOUND MATERIALS (items you send) should be utilized for:

  • Meeting and reaching people that we are target-ably able to identify as in need of or interested in businesses like yours (i.e., Google ads going out to individuals looking for your exact service)
  • It makes the customer journey much easier in some scenarios if you're able to target them right before, or right at, the time they need you.
  • Your sales team reaching out in addition to paid ads or other outbound marketing materials. This can happen once leads are warmed or still cold based on your brand's strategy.
  • You can increase quality of sales touches while lowering sales team capacity by utilizing a multi-channel approach.
  • Increasing brand awareness among your target audience while nurturing leads/sales.
  • Assuring your leads are the right customers for your business by assuring the narrative behind your multi-touch outbound strategy.

There are obviously many more reasons but these few can really improve the way a sales team operates when done correctly, especially if there is poor quality, or little process, currently in place. While this methodology does require financial output for your business, it can assist you with:

  • Decrease in time wasted trying to nurture relationships with the wrong people.
  • Lower stress around HOPING the right inbound leads and sales come through.

When done well, it will even out once your inbound strategies are profiting as far as expenses are concerned. We'll get more to this in a few. 

Inbound Marketing

Inbound strategies are typically the small business dream. We hope for leads to come by referrals and to accumulate a natural "line" of happily waiting customers. You build trust with customers based on the idea that they are going to come to you. At the very least, there customers are interested in topics surrounding your brand or know of your brand and need your assistance.

Typically this can be a great limiter on small businesses. 

Knowing how to use inbound and outbound strategies better together can make a difference, but even starting with inbound marketing to improve your brand and enhance the customer/viewer experience can be huge.

Examples of these strategies can include:

  • Informative digital content, targeted at specific audiences and written to help solve consumers' problems.
  • Content comes in interactive forms, such as social media posts, blogs, reports, webinars, etc.
  • Messaging that is tailored to specific consumers.
  • An all-encompassing strategy across multiple channels makes it a bit easier to track as you put out effort.
  • Guidebooks help a customer save money by accomplishing something themselves.

Because inbound marketing can be a bit slower than outbound, we see this really as an effort to build your brand and surrounding tertiary materials while also nurturing leads. By giving more helpful content, you can inform your customers/viewers while also showing what it's like to work with you to increase interest and also help the wrong kinds of customers realize you may not be what they're looking for due to a variety of reasons.

KPI Tracking & Cost

Making sure to track your KPIs (key performance indicators) is crucial to assure that, regardless of the marketing output, you know how much you've earned for every dollar, or hour, expended.

You can identify a KPI by identifying the most valuable asset that a marketing strategy can bring to you. Many businesses can get stuck on leads. We typically track leads but then like to sync up with the internal sales strategy of a company to track a step further - did that lead become a sale? Then following that, you may even want to track what the ideal step is that a customer may follow after purchasing. Is it sharing with someone? Is it a second sale? A review?

Identifying these with your marketer before getting started can make a difference in your efforts.

Cost Analysis and Profit

Some outbound strategies require more financial investment than inbound due to bidding and ad spend. Still, if you're not the one writing the blogs, social posts, etc., it's easy to incur costs to hire quality writers and social media managers.

For small businesses, we always recommend starting by trying this out on your own until your business is at a point where you can afford to invest in a hire. Services like ours typically are cheaper than a hire and can run alongside your marketing team in-house for capacity or operate as a precursor to a team.

The way our company measures profit based on marketing is through the following equation.

[incoming tracked revenue] - [ad/marketing spend] - [management fees or retainers] = [profit revenue from ad spend]

It would then be up to your team to follow the further step of identifying whether your profit revenue brought in makes sense when paired with your overhead. As our team fights for lower and lower costs per conversion, your profit will increase and help you internally profit more and more after overhead.

Overall, using inbound/outbound simultaneously can expand your business many times over. We've even see the amount of money invested 15x'ed through a good marketing strategy after ALL OVERHEAD through our services.

Where to get started?

Knowing where to start can be the most challenging part, and knowing further that even with experienced professionals, your efforts will require testing to find the proper methodology for your business. Most of our clients have some uniqueness worth considering in their marketing efforts.

That means you, too, will need to test, but having professionals in your corner will always lower your risk.

It's also important to know that pairing inbound with outbound is key to a holistic customer and viewer experience.

Pairing things like ads with social media and email nurture sequences, or blogs with emails and ads to make sure more people see them, or even blog writing and social media with a strong sales outbound approach to assure that people know they're going to connect to real individuals on the other line with your business - these are all great things to consider to grow your business at the speed you're ready for.

We hope this short blog offers you a few ideas that can give you more comfort around your growth efforts as a business but also know when it's time to handoff to someone else. We like to remind our customers that operating in their strengths is what got their business to where they are, so letting others do the same for them will keep them as owners out of efforts that may cause them to lose their focus on that which matters most - their quality as a service and team.

If you have questions or want to say hello, reach out to us at

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