In this post we are covering the difference between outbound marketing and inbound marketing and how you can use them to get clients for your online business or funnel agency. We answer the question "Should you chase your customers or make them reach out to you?".
Check out the discussion between Gusten Sun, Scott Wissing and Pedro Moreira in the video below!
What is outbound marketing?
Outbound marketing is more the traditional way of selling, meaning you reach out to people and engage with potential customers.
Examples of outbound marketing could be cold calling, emailing, texting and other interactions to build trust and generate interest.
What is inbound marketing?
Inbound marketing is an effective way for lead generation and increasing conversion rates for funnel agencies. By understanding your dream clients and potential customers you can create blog posts, eBooks, webinars and other free valuable content that will make them chase you instead of you chasing and pitching them.
By offering them something for free you will make them come to you instead of having to do cold calls, cold emailing or direct selling.
Authority through content
Gusten, Scott and Pedro discusses the topic of Outbound vs inbound marketing and they use it themselves in their online businesses.
Scott starts the discussing by lifting the fact that many companies is having difficulties with content since they don't have the authority established online yet. Posting content is not for getting quick clients but something you do in the long term to build reputation and slowly start attracting customers.
His opinion is that it's easier to predict the amount of clients you'll get if you do a specific amount of outbound marketing and direct selling to potential customers - The amount of clients gained will be more correlated to the amount of outreach you do.
Unlimited target audience
As you do constant outreach you'll get data and by knowing the data and conversion rate you'll be able to replicate the process. Since Scott has a team behind him he is able to handle a bigger amount of client and therefore it makes sense to do more outbound marketing.
Scott also mentioned that by limiting the marketing to the 1000 - 2000 followers you might have on Facebook or other platforms, you won't have the same possibility to scale the lead generation. Instead, he prefers optimizing the outbound marketing process and to have the entire world as potential clients to reach out to.
Closing process
Once you get good at outbound marketing and closing on Facebook and LinkedIn, you can replicate the sales process onto other platforms like Instagram. Scott uses LinkedIn for data collection and then uses cold emailing for closing the clients.
LinkedIn for lead generation
LinkedIn is owned by Microsoft and that usually means a large data collection. LinkedIn offers extra features like Sales navigator, meaning you can get access to people's email address quite easily and there by easy access to outreach using email. The tools allows you to improve the quality of the leads by filtering according to your target audience and niche.
Cold emailing - Offer sales funnel using micro-offers
Scott's goal is to sell a sales funnel, including automation, migration and copy, but the strategy is to use micro-offers instead of offering the entire solution right away.
Scott instead asks his leads if they want help with increasing their conversion rate by 1 - 2 % and then wait for the lead to reply with an interest of doing so. It's a good idea to present the offer with the focus on the outcome instead of focusing on a sales funnel, which the client might have a hard time see as something of high value.
Reasons why we don't do outbound marketing
We can't take on more clients with the current resources.
We get enough of clients from inbound marketing (Facebook content & YouTube).
We are not the typical high-ticker closer or sales guy, we wanna work with people who actually wanna work with us.
Outbound marketing means talking to a lot of people without knowing if they need our product or what they need, instead we provide value and content about what we do and that way we attract our dream clients.
Inbound marketing can be done at any time and location, even in the middle of the night or at daytime whenever you put your kids to sleep. Even at 5 AM in the morning. People will still see our content, videos and tutorials the next day and forever.
Inbound marketing usually attracts more high-ticket clients since they reach out to you, searching for a solution for their pain and problems, meaning you can set the price accordingly.
To sum up Inbound marketing the way we use it...
Clients reach out to us, asking us to help them achieve something we have been posting content about, or someone referred them to us, or they find our content and can see we do what they want to achieve.
THIS, instead of trying to do cold calling, trying to push our products without even knowing if they need our product and services.
Is Inbound marketing better than Outbound Marketing?
Pedro continues by explaining how he uses inbound marketing instead of outbound marketing. Pedro prefers to focus on inbound marketing and states that they are different depending on your personality and your goals.
Inbound marketing is slower in the starting phase but will eventually require less work to acquire customers than outreach. Since your audience is already warmed up and ready for your offer, you don't have to make as many sales calls to close the same amount of deals.
He prefers using communities in his niche that can be found on Facebook for example, and by providing value, you are showing the community that you know your product or service really well, and from there it is easy to connect with your leads.
It's important to mention that this is not Scott vs Pedro vs Gusten. This is just a discussion about how we use inbound vs outbound marketing.
Optimally you could do both at the same time, especially long-term it provides a solid client base.
What about Gusten? How is he closing calls?
Gusten explains how he posts a ton of content and provides free value for his community. This has given him the opportunity to do 10 minute sales call since they all know him even before the sales call or dm.
He closes 95 % of deals just by messaging his leads after they reach out to him. Once the conversation is happening, it's usually a few questions that needs to be answered before sending the invoice for the client and the work can begin.
Summary
To summarize the discussion we are looking at what each one will focus on the next 90 days?
Gusten will take his business to $30k per month with a LEAN team and by focusing on being the CEO of his company.
Pedro will focus on strategic and organized content creation, meaning more Facebook vertical stories for people to connect with. Stories will then be complemented with the short 15 second long easy-to-digest videos you see on TikTok. On Facebook it will typically be 2 - 5 minute long videos done without scripts, instead making it more of a discussion.
Scott will be focusing on multiple strategies in the next 90 days. He will also focus on short video on YouTube like Pedro, but adding other pillars like podcast and longform videos. Once you've created the content it's easy to post it everywhere from YouTube, Tiktok, Facebook and even LinkedIn.
Get Free Clients Using Your Facebook Profile For Lead Generation
Gusten adds the fact that you can easily set up your own lead generation using Facebook. As you post content and interact with others, your name will be recognized and appear before your audience. You can have up to 5,000 (?) friends on Facebook.
Imagine having them all from your target audience and then you post content and provide value on your page. Make sure to also add links on your page and referrals for your audience to see which will increase the likelihood of them reaching out to you.
Gusten recommends you start by using one platform to build your audience and gain momentum. Once you have an audience you can start reaching out to them.
Start by putting together a freebie give-away. For funnel agencies it could be a Funnel Template or a Conversion Checklist that will be sent out to your audience together with:
" Hey, this is what I see with your funnel right now and why I think it's not best it can be and so I recommend you fix these 2 things. Please let me know your results after because I'm confident it will increase your conversions. "
This is a good way of reaching out to people. It's more personal than using a template to reach out for the mass scale. It's providing them with value they can try out themselves.
For us, it's important to be authentic, to actually provide value to the people we talk to! It's giving you a connection to the people you talk to.
Most important is that you actually can provide value for your clients! So make sure you do that, and your confidence will increase and make the closing easier!
Thank You For Being Here! Appreciate it! Let's us know how you will be using Inbound and Outbound Marketing for your own business!
Wanna learn more about how we do business and built 500+ funnels? Check out our free trainings and tutorials HERE.
Why not also check out our Fulltime Funnel Designer Course that covers everything about funnel design, sales scripts, DM-closing and much more!
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