{"id":27061,"date":"2022-06-27T16:44:59","date_gmt":"2022-06-27T16:44:59","guid":{"rendered":"https:\/\/benchmarkemail.wpengine.com\/br\/?p=27061"},"modified":"2022-06-27T18:31:52","modified_gmt":"2022-06-27T18:31:52","slug":"diferenca-entre-inbound-e-outbound-marketing","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/diferenca-entre-inbound-e-outbound-marketing\/","title":{"rendered":"Qual a diferen\u00e7a entre Inbound e Outbound Marketing?"},"content":{"rendered":"\n<p>O inbound e outbound marketing s\u00e3o estrat\u00e9gias de marketing digital com um objetivo \u00fanico: gerar leads para fazer com que sua empresa cres\u00e7a. Apesar de em ambos os casos seu foco seja atrair mais pessoas para sua marca, eles possuem abordagens bastante diferentes. Vamos aprender hoje quais s\u00e3o elas, para te ajudar a decidir entre inbound e outbound marketing, qual funciona melhor para seu neg\u00f3cio.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndice<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/diferenca-entre-inbound-e-outbound-marketing\/#Como_diferenciar_Inbound_e_Outbound_Marketing\" >Como diferenciar Inbound e Outbound Marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/diferenca-entre-inbound-e-outbound-marketing\/#O_que_e_Inbound_Marketing\" >O que \u00e9 Inbound Marketing?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/diferenca-entre-inbound-e-outbound-marketing\/#Pros_do_Inbound_Marketing\" >Pr\u00f3s do Inbound Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/diferenca-entre-inbound-e-outbound-marketing\/#Contras_do_Inbound_Marketing\" >Contras do Inbound Marketing<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/diferenca-entre-inbound-e-outbound-marketing\/#O_que_e_Outbound_Marketing\" >O que \u00e9 Outbound Marketing?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/diferenca-entre-inbound-e-outbound-marketing\/#Pros_do_Outbound_Marketing\" >Pr\u00f3s do Outbound Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/diferenca-entre-inbound-e-outbound-marketing\/#Contras_do_Outbound_Marketing\" >Contras do Outbound Marketing<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/diferenca-entre-inbound-e-outbound-marketing\/#Como_escolher_entre_Inbound_e_Outbound_Marketing\" >Como escolher entre Inbound e Outbound Marketing?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Como_diferenciar_Inbound_e_Outbound_Marketing\"><\/span>Como diferenciar Inbound e Outbound Marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>No <strong>outbound marketing<\/strong>, voc\u00ea busca ativamente por novos clientes. Geralmente, isso feito contatando pessoas que ainda n\u00e3o conhecem sua empresa para oferecer seus produtos ou servi\u00e7os atrav\u00e9s do telefone, email ou redes sociais.&nbsp;<\/p>\n\n\n\n<p>J\u00e1 no <strong>Inbound Marketing<\/strong>, seu foco est\u00e1 primeiro em construir um relacionamento de qualidade com seu p\u00fablico-alvo, onde vender seus produtos e servi\u00e7os fica em segundo plano. Isso \u00e9 feito atrav\u00e9s do <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/marketing-de-conteudo-primeiro-eduque-depois-venda\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing de conte\u00fado<\/a>. <\/p>\n\n\n\n<p>Podemos incluir nessa estrat\u00e9gia a produ\u00e7\u00e3o de conte\u00fado em blogs, v\u00eddeos e redes sociais. Todos eles com o objetivo de educar seu p\u00fablico-alvo, para que um dia se tornem seus clientes. O objetivo \u00e9 fazer as pessoas verem sua marca como uma autoridade em seu segmento, para que sintam confian\u00e7a em comprar de voc\u00ea ao inv\u00e9s de seus concorrentes.<\/p>\n\n\n\n<p>Entre o inbound e outbound marketing, o outbound possui uma abordagem muito mais direta. Nele voc\u00ea tenta contatar o m\u00e1ximo de pessoas poss\u00edvel na esperan\u00e7a de que alguma delas se converta em seu cliente. Quando falamos de inbound marketing, a abordagem \u00e9 bem mais sutil, j\u00e1 que o processo de vendas ocorre de maneira indireta. Vamos nos aprofundar mais sobre cada tipo de estrat\u00e9gia.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"O_que_e_Inbound_Marketing\"><\/span>O que \u00e9 Inbound Marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Hoje em dia, a maior parte dos clientes come\u00e7am sua jornada de compra na internet. Eles come\u00e7am ent\u00e3o a pesquisar online por bens, servi\u00e7os ou informa\u00e7\u00f5es que os ajudem a suprir uma necessidade ou a resolver um problema. Sendo assim, seu conte\u00fado deve caprichar na descri\u00e7\u00e3o de como seu produto ou servi\u00e7o vai resolver essa necessidade de cada um deles.<\/p>\n\n\n\n<p>Existem v\u00e1rias maneiras de fazer isso, incluindo posts longos ou curtos em seu blog, artigos, v\u00eddeos, manuais, entre outras coisas. Avalia\u00e7\u00f5es dos produtos, depoimentos positivos, pre\u00e7os, avalia\u00e7\u00f5es com estrelas podem ser incorporados ao seu podcast, posts no blog ou em relat\u00f3rios de mercado. Tamb\u00e9m \u00e9 importante ter um bom <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/11-dicas-melhorar-rankeamento-google\/\" target=\"_blank\" rel=\"noreferrer noopener\">rankeamento no Google<\/a> para que as pessoas possam encontrar esses conte\u00fados de maneira org\u00e2nica.<\/p>\n\n\n\n<p>Cabe lembrar ainda que seus prospects devem ter acesso a conte\u00fados relevantes durante todos os est\u00e1gios da jornada de compra, podendo at\u00e9 ter varia\u00e7\u00e3o no tema, mas sempre mantendo um tom consistente.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pros_do_Inbound_Marketing\"><\/span>Pr\u00f3s do Inbound Marketing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Os prospects podem acessar seus posts ou participar dos seus <a href=\"https:\/\/neilpatel.com\/br\/blog\/webinar-o-que-e\/\" target=\"_blank\" rel=\"noreferrer noopener\">webin\u00e1rios<\/a> a qualquer momento, de acordo com sua disponibilidade de hor\u00e1rio;<\/li><li>O material do inbound marketing \u00e9 informativo e personalizado para cada est\u00e1gio da jornada de compra do cliente, fazendo com que eles se sintam informados;<\/li><li>Inbound marketing \u00e9 mensur\u00e1vel. Voc\u00ea pode rastrear o tr\u00e1fego do seu site, descobrir qu\u00e3o bem ele atua na convers\u00e3o de leads, e checar sua <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/qual-e-taxa-de-abertura-esperada-para-o-meu-mercado\/\" target=\"_blank\" rel=\"noreferrer noopener\">taxa de abertura<\/a>, gerando engajamento e convertendo leads em novos clientes.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Contras_do_Inbound_Marketing\"><\/span>Contras do Inbound Marketing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Existe a necessidade de manuten\u00e7\u00f5es e atualiza\u00e7\u00f5es constantes para garantir a relev\u00e2ncia do seu conte\u00fado para que ele acompanhe todas as mudan\u00e7as de demandas e desejos dos clientes;<\/li><li>Utilizar o inbound marketing como estrat\u00e9gia requer uma quantidade de tempo e aten\u00e7\u00e3o consider\u00e1vel para mobilizar v\u00e1rios tipos diferentes de conte\u00fado, com a finalidade de atrair leads e convert\u00ea-los em novos clientes.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"O_que_e_Outbound_Marketing\"><\/span>O que \u00e9 Outbound Marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Essa estrat\u00e9gia se baseia na comunica\u00e7\u00e3o em massa, com o objetivo de converter essas pessoas em novos clientes. Os m\u00e9todos tradicionais de marketing, como cold emails, confer\u00eancias, semin\u00e1rios, outdoors, banners, chamadas frias (cold calls), an\u00fancios em jornais e r\u00e1dios, geralmente est\u00e3o relacionados ao outbound marketing. Ela tamb\u00e9m pode ser usada com tecnologias mais atuais, como, por exemplo, os an\u00fancios do Google (PPC), tr\u00e1fego pago nas redes sociais e emails de spam.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pros_do_Outbound_Marketing\"><\/span>Pr\u00f3s do Outbound Marketing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>O outbound marketing possibilita o posicionamento da sua marca no mercado, permitindo que voc\u00ea alcance pessoas que ainda n\u00e3o conhecem seu produto ou servi\u00e7o.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Contras_do_Outbound_Marketing\"><\/span>Contras do Outbound Marketing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Como essa estrat\u00e9gia n\u00e3o tem suas ra\u00edzes no <a href=\"https:\/\/www.benchmarkemail.com\/br\/blog\/email-marketing-personalizado\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing personalizado<\/a>, pode n\u00e3o ser t\u00e3o bem-sucedida;<\/li><li>Seus emails podem ser bloqueados ou deletados, al\u00e9m da possibilidade de que as pessoas n\u00e3o estejam presentes ou a televis\u00e3o esteja desligada durante os an\u00fancios;<\/li><li>Pode ser uma estrat\u00e9gia bem cara. O custo das viagens para eventos comerciais, investir uma fortuna por an\u00fancios em banners, al\u00e9m de alugar espa\u00e7o para outdoors \u00e9 alto. Tudo isso entra para a conta.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Como_escolher_entre_Inbound_e_Outbound_Marketing\"><\/span>Como escolher entre Inbound e Outbound Marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Como j\u00e1 mencionamos, o inbound e outbound marketing possuem objetivos similares, por\u00e9m abordagens distintas. Ambos podem funcionar para sua empresa, dependendo de quais sejam suas metas atuais. No entanto, de maneira geral, podemos afirmar que o inbound marketing costuma ser mais eficaz a m\u00e9dio e longo-prazo.<\/p>\n\n\n\n<p>O outbound marketing \u00e9 pouco escal\u00e1vel, j\u00e1 que voc\u00ea precisa de uma equipe de vendas em trabalho constante para contatar centenas de pessoas diferentes na tentativa de converter uma. J\u00e1 no inbound marketing, voc\u00ea pode criar conte\u00fado perene que pode ajudar pessoas a conhecer sua marca dia sim, outro tamb\u00e9m. Tudo isso sem precisar que seus funcion\u00e1rios falem com cada uma delas individualmente.<\/p>\n\n\n\n<p>Sabendo diferenciar entre inbound e outbound marketing, ficar\u00e1 muito mais f\u00e1cil para voc\u00ea escolher qual dessas estrat\u00e9gias funcionar\u00e1 melhor para voc\u00ea. Isso depende se voc\u00ea precisa atingir resultados mais rapidamente ou se pode esperar um pouco para colh\u00ea-los. E, \u00e9 claro: como diversos neg\u00f3cios em todo o mundo, voc\u00ea pode optar por trabalhar em ambas. Assim voc\u00ea multiplica suas chances de aumentar suas vendas.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O inbound e outbound marketing s\u00e3o estrat\u00e9gias de marketing digital com um objetivo \u00fanico: gerar leads para fazer com que sua empresa cres\u00e7a. Apesar de em ambos os casos seu foco seja atrair mais pessoas para sua marca, eles possuem abordagens bastante diferentes. Vamos aprender hoje quais s\u00e3o elas, para te ajudar a decidir entre&hellip;<\/p>\n","protected":false},"author":360,"featured_media":27064,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2217],"tags":[],"class_list":["post-27061","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-na-pratica"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Qual a diferen\u00e7a entre Inbound e Outbound Marketing? - Benchmark Email<\/title>\n<meta name=\"description\" content=\"O inbound e outbound marketing possuem abordagens diferentes para o mesmo objetivo. 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