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As recent as 10 years ago, marketers wouldn’t have used the terms ‘inbound’ and ‘outbound’ to differentiate marketing strategies and tactics. Marketing all fell under one umbrella, and the idea of separating the two was really just in its infancy in many ways.

Because of the vastness of the internet and its ability to connect people to any kind of information they want at any given moment, it has become important to understand not only the differences between these traditional, outbound methods of advertising and promotion, and the newer—largely digital—inbound strategies, but also how these two types of marketing can work together.

When the internet evolved into the ever-present force that we know today, it provided consumers and buyers with the ability to research their problems and solutions much more quickly and easily. With that, people and brands began to distribute content at a rapid pace filling the demand for content. This led to evolved expectations of buyers, and ultimately the birth of inbound marketing.

Inbound and outbound marketing has a number of differences, but much like peanut butter and jelly, both also function best when put to work together. Want to know the differences between inbound and outbound marketing? Below are a few things marketers should understand about outbound vs inbound marketing.


Inbound and outbound marketing have a number of differences, and while some inbound marketing advocates will argue inbound can replace outbound – it’s our belief that the most successful brands are actually utilizing both inbound and outbound strategies together.

To simply answer the question, no, outbound marketing is not dead. Even HubSpot, who coined the term ‘inbound marketing,’ changed its opinion on ads, noting: “If you’re not using advertising in your marketing mix today, you’re likely not doing everything you can to provide customers with helpful, relevant content at every stage of the buyer’s journey.”

Outbound marketing is really best described as the pushing out of ads or messaging to your desired audience and typically in a place where they are engaging in another activity. This is typically in the forms of advertising – both on and offline. This kind of advertising is more about casting a wider net based on a particular audience and hoping to connect with the ones who resonate with your message. Some examples of outbound marketing tactics include:

  • Banner ads on targeted websites
  • Paid social media advertising
  • Industry Publications
  • Direct mail
  • Event sponsorship’s
  • Radio & TV advertising
  • Billboards
  • YouTube ads

While it’s a sales strategy, not a marketing tactic, Inska would also put outbound sales efforts under this category. So, any sales organization that relies on salespeople to uncover and approach (cold call) potential customers is an example of an outbound approach.

This form of advertising has been around for generations and continues to evolve with each new advancement in technology. This type of advertising can provide organizations with several benefits, such as:/p>

  • Exposing people to their brand and products to increase familiarity and brand awareness
  • Evoking particular emotions
  • Creating the right brand story that the organization wants to reflect
  • Driving traffic or purchases (online or by foot) for a particular promotion, event, service, or product

As technology and consumer tastes change, outbound marketers have had to keep pace. The shift towards streaming services, like Hulu, for example, has brought in new types of promotional opportunities and channels to take into account. Similarly, the digital world has opened up entirely new forms of outbound promotions, including social media and search ads. Professionals have also become increasingly adept at interpreting demographic data and creating more targeted promotions.

However, “traditional” media – like local radio and TV – continue to prove their ability to deliver ROI for local advertisers by evolving their ability to connect businesses with consumers in meaningful ways.


Outbound marketing puts your brand in front of your target audience wherever they may be. Inbound marketing, on the other hand, describes marketing where the consumer takes the first step and comes to you. They realize they have a problem, interest, or need and begin to research it, generally online. They use search engines, social media, and recommendations from friends and family to learn more.

Since this form of marketing focuses on engaging with customers actively looking for solutions, it often involves using strategies such as:

  • Search Engine Optimization
  • Organic Social Media
  • Blogging
  • Content Marketing
  • Email Marketing

However, in addition to the most common tactics listed above, inbound marketing is also used in offline tactics like public speaking or publishing a book, and more. At the heart of inbound marketing is the creation of compelling content that helps build thought leadership and answers the questions and addresses the concerns and interests of your target audience.


The focus of an inbound marketing strategy tends to be presenting the brand as a solution to the prospect’s problem by being educational, consultative, credible, and/or interesting. Inbound marketing helps with achieving the following results:

  • Increased branding and a stronger online presence
  • Being found easily in search for the right terms and topics
  • Lead generation
  • Lead nurturing and moving prospects through the buyer’s journey
  • Increasing new business and close rates

As technology has evolved, the strategies and capabilities of inbound marketing have as well. Inbound marketing is typically driven by a marketing automation platform that allows for the distribution and tracking of this content across channels. It also provides sophisticated analytics and lead intelligence that enables both marketers and salespeople to work smarter and faster.

Inbound marketing, overall, can create a more intimate or one-on-one experience with prospects and current customers alike. It’s about building relationships earlier in the buyer’s journey and genuinely being of help to your target audience. If the intention isn’t to truly be educational and to create strategic, relevant content – then you’re not effectively doing inbound marketing.


Inbound marketing and outbound marketing have different starting points, one the brand initiates and the other the consumer. Together, however, they can have a powerful impact on how an organization is perceived. Outbound marketing, for example, with its emphasis on building brand exposure and familiarity, will encourage people to learn more about a business or specific product or service. When people see the brand appear in search results on the search engines, they will recognize the name, making them more inclined to click. Thus, it boosts inbound marketing efforts. One study found that brand affinity can increase click-through rates by 2-3x.

Outbound efforts are also incredibly effective when used to promote the inbound content created for your lead generation efforts. Advertising can increase the traffic and eyeballs to your new eBook or webinar, and therefore it provides you with a powerful call-to-action to use across media while you’re reaching more people than you would organically.

Marketing has changed dramatically over the past few decades, and it will continue to change. We consider this not only our job at Inska (to keep up with the trends and evolve our services and solutions to address these) but also our passion. It starts with truly understanding the different between inbound and outbound and building a plan that incorporates both in an integrated way for your unique brand.

By Dani Buckley
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How is Your Website Performing? Take the Test.

Inska Builds Brands:

75% of consumers admit to making judgements on a company’s credibility based on the company’s website*

So…. Are you sure that your website performing well?

Let’s face it, you spent a huge deal to get the best aesthetically pleasing, on-brand, functional website – but is it working as well as you want it to? It’s time for a free website wellness check.

*Sweor Website Statistics Report, February 2021 /

Do this in 3 easy steps:

Step 1. Run tests on your site

Enter your site's URL to see how well it performs across all audits.

Step 2. Provide your email address

We will be emailing the results directly to your inbox.

Step 3. Review your score and implement changes

OR, book a discovery call with our in-house experts and we’ll take care of fixing it for you.

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Performance Max Google campaigns launch to all advertisers

Inska Builds Brands:

Performance Max Google campaigns launch to all advertisers

Google’s channel logos in a circle.




In an unpredictable year, change has been a reliable constant. And we’ve seen this clearly in online consumer behavior. For example, Google Image searches for “yard landscaping ideas” have grown globally by over 80% YoY1  as people look for more ways to spruce up their homes. Meanwhile, searches for “best all-inclusive resorts” have grown globally by over 200% YoY2  as people get inspired to travel again.

Thankfully, advertisers don’t have to predict the future to be ready for it. If change is the challenge, automation is the solution businesses and agencies are using to stay ahead of ongoing shifts in consumer demand. Last year, we introduced Performance Max campaigns as a new way to buy Google ads across YouTube, Display, Search, Discover, Gmail and Maps from a single campaign. They complement your keyword-based Search campaigns to help you grow performance across Google’s full range of advertising channels and inventory.

After strong beta results, Performance Max campaigns will roll out to all advertisers around the world starting today. They will also become the next generation of Smart Shopping and Local campaigns, which will both upgrade to Performance Max next year

Illustration of six mobile devices lined up next to each other, each showing a different ad example across Google’s channels. From left to right, they show ads on YouTube, Display, Search, Discover, Gmail and Google Maps. Above the phones are the logos for each.

Performance Max campaigns help you increase conversions across Google’s full range of advertising channels and inventory.

Find more customers where they are

Consumers are moving seamlessly between online experiences to find buying inspiration. 70% of U.S. shoppers report buying from a brand after seeing it on YouTube,4 and 91% of Google feed users say they took some kind of shopping or product-related action immediately after discovering new products, services or brands on their feed.5

Performance Max allows you to promote your business across all Google Ads inventory. As a result, you can show up for more customers and drive more conversions based on your goals. In fact, advertisers that use Performance Max campaigns in their account see an average increase of 13% total incremental conversions at a similar cost per action.6 Whether you’re focused on increasing online sales, generating leads, or growing offline sales, Performance Max helps you achieve your goals in four main ways:

1. Increasing conversions and value: Automation optimizes your budget and bids across channels to help you capture new conversion opportunities in real time

As an insurance leader in a highly competitive market, Allianz Spain strives to get the most out of its marketing budget by improving the efficiency and profitability of its advertising. Partnering with its agency Jellyfish, Allianz used Performance Max campaigns to increase qualified car insurance leads by 15% at a lower cost-per-lead compared to generic Search campaigns.

2. Finding new customers: Unlock new audience segments by using Google’s real-time understanding of user intent, behavior and context to show up in the right moments with more relevant ads.

Deezer, a global music streaming service, is constantly experimenting with new features and fluidly allocating budgets to different marketing strategies in order to generate subscription growth. Deezer is an app-first advertiser but was looking to scale web subscriptions and reach new customers across media channels. Performance Max helped Deezer and its agency Artefact increase subscriptions by 28% on the web path at a 15% lower cost-per-subscription compared to the app path. 

Performance Max can be activated quickly and at scale to optimize the web journey and drive more subscriptions. It delivers strong targeting signals for a more competitive CPA and dynamic budget optimization by channel. Guylain Meykieche, Head of Global Media Strategy, Deezer

3. Gaining richer insights: Performance Max campaigns are now part of the Insights page to help you understand how automation is working and how you can improve your campaign. Using the Combinations report, you can also see how your top-performing assets are being combined to build creatives.

4. Working together with automation: Steer automation by providing high-quality creative assets and sharing your expertise about which audiences are most likely to convert.

As part of its global expansion, SAIC-MG Motors used Performance Max campaigns to enter a strategic and highly competitive automotive market in Vietnam. By inputting custom segments and previous website visitors as audience signals, the brand helped speed up automation’s ability to optimize results while allowing Performance Max to find new customers. This led to a 39% increase in test drive leads at an 83% lower cost-per-lead compared to the account average. Performance Max is now part of SAIC-MG’s core media strategy. The results from Performance Max campaigns were amazing. They helped us enter a new market to grow potential customers in a short period. We’d like to roll out Performance Max to other markets as well!Evelyn Zhao SEA Regional Marketing Manager, SAIC-MG Motors


Get new features designed for retailers and local marketers

Performance Max campaigns allow retailers and local marketers to access new ad inventory and formats not currently available with Smart Shopping or Local campaigns — including on channels like YouTube, Search and Discover. To help you increase sales, Smart Shopping and Local campaigns will both upgrade to Performance Max in 2022. We’ll work closely with you and your partners to get feedback and build the right tools to help you easily transition your campaigns. Stay tuned for more information early next year.

We know the holidays are a critical time of year for your business. You should continue using Smart Shopping and Local campaigns to reach more shoppers across online and in-store experiences this holiday season. However, when the time is right for your business, you can start testing Performance Max campaigns before next year’s campaign upgrades.

Furniture retailer Joybird was seeing great success driving online sales with Smart Shopping campaigns. To take its automation to the next level, Joybird and its agency Go Fish used Performance Max to help deliver 95% in revenue lift at a 40% higher ROI. Not only did Performance Max outperform our previous Smart Shopping campaigns, but it also took our efficiency to the next level, and allowed us to grow our revenue in a more profitable way.Eric Tsai VP of Marketing and Business Development, Joybird

Online retailer was experiencing rising market competition across their core area of consumer electronics. As a result, they tested Performance Max to drive additional sales and increased revenue by 40% compared to Smart Shopping campaigns. Performance Max became such a significant contributor towards our marketing objectives that we are now planning to roll it out across all of our accounts.Simon Achermann Head of Online,

In the next few months, we’ll introduce new features in Performance Max specifically for retailers and businesses with store locations. For example, you’ll have the option to focus your campaigns to exclusively optimize for new customer acquisition. If you’re a retailer with a local inventory feed, you’ll also see new Search and Maps ad formats powered by your products to help drive more foot traffic to your stores.

Upgrading Smart Shopping and Local campaigns to Performance Max next year will help you get more value from Google Ads while simplifying the number of campaigns you use to achieve your goals. We’ll continue investing in Performance Max and improving our automation technology over time to help you get better results.

To set your Performance Max campaigns up for success, check out our new best practices guide and video. You can also take the Skillshop e-learning course for Performance Max campaigns to get more tips on how to use them to their full potential. And explore the Demystifying Automation interactive demo to learn how different automation technologies can supercharge your marketing capabilities.

1. Google Data, Global English, Jun 22, 2021 – Aug 20, 2021 vs Jun 22, 2020 – Aug 20, 2020
2. Google Data, Global English, Jun 22, 2021 – Aug 20, 2021 vs Jun 22, 2020 – Aug 20, 2020
3. In Europe, Performance Max campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to.
4. Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020
5. Google/Ipsos, Google Feed Consumer Insights, June 2020, Online survey. Americans 18+ who made a discovery on at least one Google feed (feeds defined as Google app, Chrome app, YouTube, Gmail) on a mobile device. Base: Feed users n=1,053
6. Google Data, Global, Ads, July – September 2021


All credits to Eduardo Indacochea, Sr. Director, Product Management 

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The Power of Print

Inska Builds Brands:

The Power Of Print

Our post-pandemic world is constantly evolving and increasing digitally, but some things have a timeless resonance — like the power of printed media. When it comes to sharing information, connecting with others, and establishing your brand in a B2B world, print is hard to beat.

Somewhere between the dawn of the Internet and the age of social media, business generally lost its faith in print marketing. Now, 66% of customers feel overwhelmed and turned off by an endless barrage of online ads. Online marketing has created its own worst nightmare – and a prodigal industry is having a change of heart. 

As a response to changed pandemic lifestyles where much of our day is working and socializing in an online world, people are spending more time with print. Print is ideal for Brand investment given it’s inherently more trusted than digital channels, delivering more recall and response than its digital equivalent. 

You may have given up on paper, but paper has never given up on you. Quality printed marketing is an important part of the B2B buyer journey, especially to build Brand trust and recognition; supported by digital campaigns and a dynamic, engaging website. Here are seven reasons every business owner should believe in the power of print!

It’s Competitive.

The web bandwagon has been very successful; even big publications like Newsweek have made the switch to digital-only. But in a world plagued by ad fatigue, more of the same may not be all that’s needed to give you an edge. Print material is like a breath of fresh air, and not just to your customers! Your marketing team will take great pride in a quality printed assets,  without the pressure of standing out in an oversaturated medium. Despite many elements of our lives going digital, no email or online ad can ever take the place of stunningly executed, physical printed brochure.

The same logic applies when it comes to making a powerful impression for your business. Build your Brand to create a meaningful and lasting connection with your customers with clear, smart designwork and beautifully printed materials! Research shows that print is well worth the investment — according to a study by the Direct Marketing Association, spending $1.00 on print advertising can generate an average of $12.57 in sales.

It’s Tangible.

Studies show that customers are 70% more likely to remember the printed marketing they received than one they saw online. That’s because print literally puts your brand in the customer’s hand, gaining their complete engagement and taking up physical space in their home, office or store. A web page disappears with the click of a button, but a brochure can see a month’s worth of foot traffic just by sitting on a table. The physical nature of print also offers it a level of credibility – if the content is permanent, it must be important, thoughtful and true. Brands should consider spend more money on print because it offers a tangible, human experience- the value of the marketing mindset lies in taking the human perspective, not the spreadsheet perspective. 

It Builds Trust.

Many Businesses and Customers trust print ads when making a purchase decision, especially in the B2B marketplace. Sure, the ease of publishing on digital channels makes it easy to reach a wide audience, but it also leads to increased levels of misinformation and untrustworthy content on the internet. By contrast, printed materials are still considered trustworthy by the majority of consumers. The quality of the paper, the texture, the look and feel- even the scent- create a rich experience with your Brand that when done right, translates to communicating trustworthiness and quality without needing to be said. 

It Creates Meaningful Moments.

A customer’s interaction with print is known as having ‘Moments with meaning’, compared to the ‘Micro moments’ they have with digital media. While micro-moments have the advantage of being measurable and monetised, moments with meaning provide greater engagement, higher quality content and a shared experience, ultimately leading to greater brand success. Great analogies those experiences of meaning moments is automatic opening doors replacing real doormen, and the value of paper invites compared to email.

It’s Adaptable.

Print is not the fossil it’s made out to be; in fact, it’s totally compatible with modern marketing technology! A creative print campaign can lead your customers to your website, social media account, or to send an email, and many businesses correlate their print and web designs for a cohesive brand. The back of a business card or brochure is also a perfect place for a QR code linked directly to your mobile platform. 

It’s Professional.

Nothing says “we’re here to stay” like personalized print materials. They reflect a business that’s polished and established, showing your customers that you’re invested, mindful, and creative when it comes to your brand. These days, anyone can create a website for free – with nearly 600 sites going live per minute, print lets consumers and competition know you’re the real deal, not a dime a dozen.

It’s Creative.

When innovative design meets provocative content, people can enjoy consuming advertising – and there’s no better medium than print to make it happen. We’re very visual creatures. A large percentage of the human brain dedicates itself to visual processing so we’re easily absorbed and engaged with the creative elements of graphics & imagery. Our love of images lies with our cognition and ability to pay attention, combined with the physical on-paper experience of print with touch, feel and fold. Tangible material gives designers a whole new dimension to work with, allowing for unique textures and shapes that emphasize your brand. Content marketing works online, but for real resonance, let your customers pick up your print messaging and engage with the copy on a deeper level. A great printed work can feel like a magazine, associating your business with a lasting piece of art.

Demonstrate your commitment to brand quality by partnering with Inska Creative team,  who can help you get the job done right. Its important to remember that the quality and graphics of print materials are the most important to represent your brand and capturing the client’s attention. 

Your Inska Strategic Account Manager can help you plan, design and print:

• Brochures

• product guides, 

• catalogues, 

• capability statements 

• Corporate Profiles

• brand stationery

• Calendars & Charts

• Product packaging

To help you accomplish your business goals. Call Inska today to get started!


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Is your IP protected?

Inska Builds Brands:

Is your IP protected?

Your intellectual Property (IP) is what is unique to your business and will be a critical to your commercial success.

Intellectual Property (IP) is a broad term referring to creations of the mind or proprietary knowledge. It can come in many forms with some of the most common being; inventions, designs, methods, literary, artistic works and symbols, names and images used in commerce. Protection includes Patents, Trade Marks, Copyright and Registered Designs.

As a business owner, it is crucial to use intellectual property (IP) protections for key assets of your business, like its name, product and trade secrets. IP is fundamental for most businesses and is a tool for creativity, innovation, and growth. By protecting your IP, you and your business can gain a competitive advantage in the marketplace. However, it can be a difficult decision to decide what IP needs protecting in your business. This article will set out five key IP assets to consider protecting and how to do so. 

Here are the five key IP assets to consider protecting and click here to see how to do so.

1. Protecting Your Business Name and Brand

A major decision for your business is deciding what its name should be. Later on, your business may also develop its brand in other respects, like a slogan or a logo. These assets are central to your business’ brand and crucial to protect with IP. 

The first step to protect these assets is to check whether other people or businesses have registered them as trade marks in themselves. If they have, you may be at risk of breaching another person’s IP rights, which you should avoid. 

If you have not secured your business’ name or other key brand aspects, you should protect them through a trade mark registration. This gives you exclusive use of the name and prevents other businesses from doing so. These trade mark registrations are crucial in protecting your brand and business identity. They should also increase in value as your business grows and succeeds. 

2. Protecting Your Innovation

While a trade mark protects your business name and brand identity, it does not cover the specific product or service that your business provides. If you create a product or service that is novel or innovative, you may want to consider protecting your invention with a patent.

A patent provides your business with the exclusive right to capitalise on that invention for a certain period. This means that, without your consent, others cannot use your invention by:

making it; selling it; using it; or otherwise commercialising it.

A patent gives you a legal right to stop others from using your invention for up to 20 years. Hence, obtaining a patent is often a good IP asset to think about early in your business. 

3. Protecting Your Product Design

If your product’s visual appearance contributes to its uniqueness in some way, you should protect that appearance with a registered design. This will help your business prevent others from copying that design and producing ‘knock-offs’ without permission. Counterfeits are a massive issue for many businesses, and protecting a design is a savvy way to counter that issue.

4. Protecting Your Trade Secrets

You should seek to protect any confidential business information that gives your business a competitive advantage. This information is typically classed as trade secrets and can include products and processes that do not have patent protection. They are not ‘registered’ but can be protected with contracts (including non-disclosure agreements and employment agreements).

5. Protecting Your Original Works

If you create original work as part of your new business, copyright laws will automatically protect your work. Original works come in a variety of mediums. This includes artwork, books, websites, computer programs, drawings, plays, films, music, and sound recordings. You may use the copyright symbol © to show that you claim copyright concerning a particular work, but you do not need to.

Key Takeaways

IP is a valuable asset for businesses, and strategic IP is essential to protect. Different assets require protection in different ways. Some critical assets to consider protecting include your business’ name, brand details, innovation, product design, trade secrets, and original works. You can formally register trade marks, patents and product designs for some of these assets and enforce those IP rights against others who infringe them. 


How do I protect my business name?

While you should register your name under the Companies Register, the best way to protect your business name is through a trade mark registration. 

How do I protect my new product from being counterfeited?

If the new product is innovative in some way, a patent is the best way to protect a product from counterfeits. Registered trade marks and product designs can also be effective, depending on what makes the product distinctive. 

How do I stop someone from copying my original work?

Your original work is automatically protected by copyright law . You can use the copyright symbol © to emphasise that you claim copyright protection for a particular body of work.

[Bartlett.M.] [“5 Most Important IP Assets to Protect in New Zealand.”] []

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What could Facebook do for your business?

Inska Builds Brands:

What could Facebook do for your business?

Ever thought of what Facebook could do for your business?

The COVID times have been interesting, while more people are working from home, or not working at all, we predicted that spending would go down. “People are tightening their purse strings,” they said or “consumerism will take a hit as Businesses need to let staff go”.

Now that we are effectively a year into living in the current COVID environment, one thing we can observe is that online spending has increased and consumer confidence has strengthened. Why is that? Well, there are fewer avenues to spend money overseas, going out and about with lockdowns and more time behind a screen at home.

This has led to an interesting increase in online shopping, browsing, researching and even working longer hours. With this comes an increase in sales, leads, a more educated market and an increase in domestic or intra-State travel.

Now is the best time, if ever, to dabble in the digital world. The cost of Facebook, LinkedIn and Google ads are CHEAPER in terms of Impressions (CPM) and Cost Per Clicks (CPCs) as there’s more demand in traffic queries. Therefore making the supply of “white space real estate” for all channel easier.

So what does this mean for you? More Leads. Higher Quality Leads. At a Cheaper Cost Per Lead (CPL). Now is the best time to invest in new territories, to find the right people at the right time, with the right message.

To get the message and creativity right, you need the right agency, with an INTERNAL creative team. Not outsourcing to foreign agencies or platforms, but rather people that understand the nuances of your audiences, the Australian industries you operate with and most importantly, how to get your tone of voice for your brand right the first time.

If this sounds good to you and you’re ready to GROW your brand and business, why not sign up for a Discovery Session with us? It’s a free 30-minute call, where we can help you identify opportunities and start or even evolve your journey with digital.