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Outbound marketing

A set of marketing techniques used to sell products or services. It leverages commercial campaigns, advertisements, cold calls, and any advertising content, unlike inbound marketing, which is more focused on attracting traffic.

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How it works, unlike inbound marketing

The main difference between inbound and outbound marketing lies in the methods each one uses: the former aims to attract interest to the brand, while the latter is more aggressive in sales. This is why outbound marketing is also called interruption marketing.

For example: publishing a corporate blog post or uploading a video to YouTube are inbound content, while a banner that appears in the middle of a blog post or interrupting a video to show an ad belongs to outbound marketing. Email marketing can also encompass both options: a newsletter with valuable content is inbound, while the opposite would be unsolicited emails from a company offering its services.

Outbound marketing uses channels considered more traditional (television, online portals) and one-way messages. These actions typically deliver more general communications, not as specific as inbound marketing, which closely tracks the customer journey. Nevertheless, they serve their purpose and complement each other as they approach a common goal, which is to make the business thrive.

Outbound marketing tools

All social media platforms offer advertising options, so they all have some form of tool to use them as outbound marketing platforms. Facebook, Instagram, LinkedIn, TikTok, and YouTube, as well as Google and Bing with their ad results or display networks, can be used to insert advertising content through these search engines.

Email marketing, on the other hand, can be integrated with a CRM and used for mass mailings with a commercial focus, provided that consent has been obtained to do so. SMS can also be used for outbound marketing if they are used to cold-call contacts with whom there has been no prior communication.

Additionally, you can enlist the help of a media agency to buy advertising space on television, in print or radio; print and distribute direct marketing flyers; or carry out telemarketing calls. By combining all of these options, it's possible to create a marketing mix to amplify the brand message in an outbound marketing approach.