There are a number of different opinions surrounding outbound and inbound marketing and the roles these play in developing a marketing plan.

There are those who believe outbound marketing is passé and suggest focusing only on inbound tactics. Others have done a great job of building up their outbound channels, but have neglected to develop any inbound marketing strategies.

Can you have one without the other?

Sure.  But you’ll get a heck of a lot better results if you incorporate the two.  Together they deliver a one-two punch, pushing out your marketing message, sparking consumer interest, and then drawing them in to learn more as they go online to research more about your product or service.

Outbound marketing consists of the more traditional tactics we as marketers have implemented for years.  And although the internet is now a part of our everyday lives, these off-line avenues are still very important.  Print, radio and television ads, direct mail, email and tradeshows capture attention and spark interest.  These tactics provide a broad reach and offer far more brand impressions than inbound marketing alone.  Outbound campaigns help drive potential customers online to find out more and engage in your inbound avenues.

Inbound marketing helps your company “get found” by those already learning and shopping in your industry.  The goal is to attract visitors to your website naturally, by drawing them in with valuable, helpful content.  Becoming a trusted resource of information that is invaluable to potential customers as they seek to learn more.

Search engines, blogs, viral video and social media sites can all serve as tools to draw people in on their own accord. As your potential customers spend time sifting through the resources you’ve provided, their trust and reliance on your company grows, making it all the more likely they will choose to do business with you.

Both of these strategies are essential elements of a well rounded, effective marketing program. Together they offer the perfect balance of driving your marketing message and engaging customers on a more personal level.

If you have been thinking of placing all of your efforts in an inbound campaign, reconsider.  And if you have been chugging along with strong outbound strategies, adding an inbound marketing effort to the mix will help move you to the next level.