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Como aliar o outbound marketing com o inbound?

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  3. Como aliar o outbound marketing com o inbound?
  • Francesca Rodrigues
  • 2 de junho de 2020
  • Marketing Digital
  • 125 Comentários

Está completamente enganado quem pensa que o outbound marketing morreu diante da internet e dos consumidores online. 

Na verdade, a tradicional forma de fazer marketing também precisou se transformar e se adequar aos novos tempos. 

Se formos bons observadores, o outbound está mais presente em nossa rotina do que imaginamos, exercendo papel fundamental na tomada de decisão de compra.

Aaron Ross, autor do livro Receita Previsível, considerado como “a bíblia de vendas do Vale do Silício” e que fez a Salesforce aumentar o faturamento de 5 para 100 milhões de dólares anualmente, conseguiu mostrar a força do outbound nos dias atuais. 

Mas, sabemos também que uma empresa de sucesso não pode deixar o inbound de lado, afinal, o mundo cada vez mais é digital.

Saiba como aliar o outbound marketing com o inbound lendo nosso post. 

Qual a diferença entre o outbound e o inbound?

A palavra marketing é derivada do termo americano market que significa mercado e pode ser definida como um conjunto de ações que são aplicadas ao estudo das carências dos mercados, que acaba por englobar os principais fatores para o desenvolvimento de uma empresa, como: 

  • público,
  • produto,
  • vendas.

Isso vai ao encontro da definição de Philip Kotler, considerado o pai do disciplina, quando define que: marketing é a ciência e a arte de explorar, criar e entregar valor para satisfazer um alvo com lucro. 

Durante muito tempo a principal abordagem utilizada era a que a empresa chegava até o cliente para mostrar o seu produto ou serviço nos mais variados canais físicos de comunicação direta, como os conhecidos comerciais de TV, por exemplo. 

Com a internet, surgiu o marketing digital e uma de suas estratégias é o inbound que se propõe a estudar e compreender o perfil do consumidor para que uma marca chegue até ele de forma rápida, personalizada e eficiente. 

O que é outbound marketing?

O outbound é considerada a forma tradicional de se alcançar clientes, ou seja, é a empresa que entra em contato com o público utilizando-se dos mais diversos recursos.

Antes da internet esses canais eram: revistas, tv, rádios, panfletos, outdoors e toda outra forma de publicidade.

Ele é chamado de marketing de interrupção porque tem o objetivo de chamar a atenção do cliente para o produto. 

Com o advento da internet o outbound precisou também se adequar aos meios online e hoje ele está presente em:

  • outdoors e banners divulgados em sites;
  • propagandas em vídeos do YouTube;
  • Facebook Ads, Google Ads, dentre outros. 

Ele continua com a mesma função, chamar a atenção do público e tem grande eficiência em campanhas que visam gerar resultados urgentes e de curto prazo, como promoções e ofertas por tempo limitado. 

Aqui vale fazer um parenteses para falar sobre o Google Ads.

Ele é considerado outbound quando os anúncios são em rede display ou ainda em pesquisa quando não visa resolver a dor de quem está pesquisando.

Imagine, por exemplo, que você procura no Google “como escolher uma agência de marketing”.

Se o resultado é um anúncio com um ebook falando sobre isso, o anúncio está dentro da ideia do inbound: entregando conteúdo relevante, ainda que de forma paga.

Já se você recebe um anúncio de uma agência mostrando os serviços, isso está interrompendo a sua busca natural e, portanto, é outbound.

O que é inbound marketing?

O inbound marketing pode ser definido como um conjunto de ações estratégicas, dentro do marketing digital, que tem como objetivo atrair de forma voluntária a atenção do usuário para um produto, marca ou empresa. 

Todas as ações são baseadas em conteúdos elaborados para um público-alvo específico da empresa, visando conscientizá-lo de uma necessidade e despertando nele o interesse em conhecer e adquirir o produto ou solução.  

Nesta modalidade é o consumidor quem procura a empresa após ter se interessado pelo produto e adquirido confiança na marca. 

Dessa forma, reforçamos que a principal diferença entre os dois conceitos são:

  • o outbound atua de forma ativa, buscando novos clientes,
  • o inbound atrai os consumidores, então a prospecção é passiva.

Como aliar o outbound marketing com o inbound?

É comum encontrarmos no mercado empreendedores e profissionais do marketing que acreditam que investir apenas no inbound seja suficiente para otimizar os resultados de uma empresa. 

O que precisamos ter em mente é que toda empresa deve ter um site responsivo, atualizado e estruturado que será a sua vitrine na web. Além disso, é preciso nutrir seus consumidores com conteúdos de qualidade periodicamente.

Essas estratégias do inbound tem como objetivo fazer com que o consumidor avance nas etapas do funil. 

No entanto, estratégias do outbound marketing também podem ser trabalhadas conjuntamente para garantir melhores resultados. 

Prospecção de leads 

A prospecção de leads pode ser feita seguindo as estratégias do inbound ou de forma direta pelo outbound. 

O importante é estudar e analisar todo o caminho do seu prospect antes de fazer qualquer abordagem e um dos primeiros passos é identificar se o lead foi originado por meio do outbound ou do inbound.

Como é feita a prospecção com o inbound?

A prospecção realizada através do inbound marketing consiste em divulgar as soluções da sua empresa no ambiente online através de conteúdos relevantes que despertem o interesse do visitante para seu produto ou serviço. 

Esse material pode ser entregue por meio de um blog, por exemplo, e precisa atender algumas técnicas de SEO para conseguir um bom ranqueamento nos serviços de buscas do Google. 

No inbound marketing é o cliente que chega até a empresa, a partir de pesquisas na web, geralmente realizadas a partir de palavras-chave que tenham a ver com suas necessidades. Tais conteúdos podem estar organizados nos seguintes formatos:

  • site,
  • ebook,
  • e-mail marketing,
  • newsletter,
  • mídias sociais.

Dentro desta lógica, lead é o usuário que forneceu para a empresa alguns dados pessoais em troca destes materiais.

Esses dados são passados à equipe comercial que irá trabalhar para levá-lo ao fundo do funil. 

Como é feita a prospecção com o outbound?

Na prospecção com o outbound é a empresa quem procura pelo cliente.

Isso pode ocorrer a partir de contatos previamente selecionados, onde profissionais especializados apresentam a solução para um público mais segmentado. 

No outbound o contato pode ocorrer por meio de:

  • ligações telefônicas,
  • e-mails,
  • anúncios no Facebook e demais redes sociais.

Qualificação dos leads

A qualificação dos leads é necessária para facilitar o processo de vendas e investir energia e tempo em potenciais clientes que realmente podem chegar ao fechamento de negócios.

Nem todo lead conquistado por meio do inbound é garantia de efetuação da compra. 

Em muitos casos, podem ser apenas curiosos, estudantes e interessados no tema, daí a necessidade de um formulário bem elaborado para filtrar as informações necessárias.

É importante dizer que o próprio sistema de automação utilizado trata de fazer a segmentação, a partir dos dados fornecidos pelo lead.

A partir da qualificação dos leads gerados através do inbound é muito interessante que uma equipe de vendas entre em contato para ajudar o cliente na definição do que ele precisa, responder às dúvidas e fechar o negócio.

Como no outbound a comunicação é mais segmentada fica mais fácil saber quem é o público, quais são suas necessidades e como sua empresa pode atender.

No outbound a maioria dos leads já é qualificado. Por exemplo, se a sua empresa é especializada em desenvolver sistemas para dentistas, suas estratégias serão direcionadas diretamente para esse público.
Agora que você ficou sabendo como aliar o outbound marketing às estratégias digitais que tal permanecer em nosso blog e saber um pouco mais sobre como o inbound marketing pode gerar receita para o seu negócio?

Compartilhe

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