Among the infinite marketing actions that exist, there is Outbound Marketing , one more term that you should add to your list if you want to dominate your sales processes. If you want to know what it is and what its characteristics are, we explain it here. Do not miss it!
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What is Outbound Marketing?
Outbound Marketing , also known as interruption marketing, exit marketing or even traditional marketing, uses marketing actions to deliver a message to a large number of people with the aim of selling.
All in a unidirectional sense, from company to public. Also, it is more expensive and the ROI is much lower than that of inbound marketing.
Media advertising, cold calling, direct mail, emails, and other methods target large numbers of people (most of whom aren’t even looking for the seller’s product). It’s a one-way conversation that often focuses on the product and why people should buy it.
One of its main characteristics is that, being unidirectional and using “more traditional” tactics, it is presented in a somewhat more intrusive way, so combining it with Inbound Marketing would be the best option. For example, an ad that appears unexpectedly when playing a YouTube video or ads that appear when using an app.
Outbound Marketing Benefits
Outbound Marketing is becoming less and less popular, but when done correctly it can offer some serious benefits.
Among the different benefits that Outbound Marketing brings , we must not forget that its greatest advantage may be that if it is combined with Inbound Marketing, it can generate better results.
Outbound Marketing Gets Immediate Results
Outbound Marketing always works (we must make this clear) even if it requires more time to work. You have to create a lot of content, share it strategically across all available platforms, and do it consistently to see results.
Although that does not mean that Inbound Marketing is not worth it, quite the opposite. Unity is strength, if you want more detailed
Allows you to Target Messages Strategically
Outbound Marketing strategies get your messages to the people who want to see them, whether they’re looking (or not) for your products and services.
This is very useful to complement the efforts of Inbound Marketing, which while effective, may not work as quickly as you might like. Outbound Marketing can do it.
Targeting options for pay-per-click (PPC) ads, which have expanded over the years to include a wide range of interest-based and demographic criteria, allow you to be extremely precise in how your ads are delivered. . For example, with LinkedIn Ads, you can target your ads by job title and company. With this targeting ability, ads can be shown to the exact people.
An Outbound Marketing strategy supports those of Inbound Marketing
If you already have an inbound marketing strategy, integrating outbound tactics is a great way to support it.
If you have good content in your digital marketing strategy, technical documents, guides, e-books, blogs, etc., you should reflect it on a landing page, or add the resources to the blog. Sharing it on your social networks brings clicks and interactions, but most organic social content is seen by only a fraction of an organization’s or Page’s followers.
Organic reach (meaning how many people see a post organically, through its appearance in their feeds) can be disappointing. According to Hubspot, on Facebook, organic reach is only 2%. This means that the posts are almost) not seen or at least not as much as the advertiser would like.
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What is one way to ensure that your social media posts reach people’s eyes? Through promotion. Depending on the industry, messaging, and platform, the operation of which could be as simple as boosting posts that already have content working well.
It could also mean creating new sponsored posts or even displaying advertising on those relevant platforms.
If, for example, you have a strong email list that your subscribers love, it’s a good way to send them content. But how do people find out about your newsletter? How do they register? Outbound Marketing techniques can generate signups for the email list and put them in the process of receiving that content.
Greater brand awareness
Large -scale outbound marketing increases brand awareness. This not only brings more leads, but also increases the quality of communication with the potential audience.
Disadvantages of Outbound Marketing
One-way Communication is Obsolete
It should also be made clear that better results are obtained with two-way communication, and this is what Inbound Marketing does . The advertising bombardment no longer exists, and the communication between the brand and the users becomes a dialogue where both parties participate equally.
Difficult to Measure
It’s easy to find out how many people registered for an event through a social post. But it is much more difficult to find out the reach of the advertisement in magazines, newspapers or on the radio, for example.
This is one of the biggest problems associated with outbound marketing. Whether it’s for a video ad, poster, or even flyer distribution, you may be spending more time and money not knowing exactly how much ROI to expect.
Unqualified Leads
When people see an ad that captures their attention and interest, they instinctively sign up. The problem this creates is that even though they are interested in what the brand has to offer, they are likely to need more information and guidance before deciding whether to commit to the product.
Expensive in the Long Run
Specifically for offline advertising and promotions, brands may end up spending more than they get back. Since a small business is often limited to a certain locality, your ROI can drop after running a few campaigns, meaning you spend more over time to attract more customers.
Lack of Resources
The good thing about outbound campaigns (or outbound campaigns) is that they expose many potential customers in a short time.
To convert them into paying customers, you have to know them and guide them during their initial stages. If you’re still a growing company with a limited staff, it’s more difficult to give all prospects the attention they need.
Outbound Marketing Examples
Outbound Marketing, as we have already told you, includes several actions. Here we list some of them:
- Print media such as brochures . A very clear example of traditional advertising.
- Seminar series.
- Digital ads in magazines and social networks.
- Sending emails to purchased lists.
- Cold calls. An example with which to have an almost immediate response.
- Advertisements on radio, press and television . Another example of traditional advertising that continues from the beginning of its time.
- Marketing Events . Another example of traditional marketing with which to make contacts in person
- Inside sales . Inside sales take marketing-generated leads, call and qualify them, and then hand them off to a more experienced salesperson or account executive for closing.
- Lead nurturing and Lead Scoring. Sending emails that bring a potential customer closer to a purchase can help convert potential customers into customers.
- Outsourced telemarketing and advertising
- Content distribution, such as writing a guest blog post on an industry association’s website or sharing your content through RSS feeds and social media.
- PPC advertising (pay per click). By paying to advertise on search engines like Google, Yahoo!, and Bing, potential customers can see the message they are looking for through specific keywords.
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