I’ve been in marketing for over a decade, and I’ve seen my fair share of trends come and go. One that’s always been around is outbound marketing that is, reaching out to your potential customers with ads or other forms of marketing before they reach out to you.
This can be anything from blogging about specific topics to sending direct mail pieces, but it’s all about getting your brand and product in front of people who aren’t yet aware that they need you.
Outbound marketing isn’t as popular as it once was because we now rely on search engines like Google (and social media sites like Facebook) instead of traditional newspapers or magazines to find information about products we might want to buy.
However, this doesn’t mean that outbound methods can’t still be effective if used correctly! In fact, here are nine ways we learned how successful brands have increased their sales through the use of some classic techniques:
| Takeaways |
|---|
| 1. Outbound marketing can be an effective strategy when executed strategically. |
| 2. Embracing outbound tactics requires understanding your target audience’s preferences. |
| 3. Building a balance between inbound and outbound strategies can yield comprehensive results. |
| 4. Personalization is key – tailoring outbound efforts to individual needs enhances engagement. |
| 5. Continuous adaptation and optimization are essential for long-term outbound marketing success. |
Blogger Outreach
The next thing we did was reach out to bloggers who write about our industry. We knew that there were a few bloggers who had large audiences, and some of them were active on social media as well. So we used BuzzSumo to find them.
BuzzSumo is an easy-to-use tool that allows you to search for popular content based on keyword, topic or even author’s name (the latter is helpful if you want to reach out directly).
It also gives you information about how many shares each article received on Facebook, Twitter and LinkedIn which makes it easier for us to determine which pieces of content do well in terms of reach and engagement.
Once we identified the right target audience through Buzzsumo’s data analysis feature, we sent direct messages via Twitter asking whether they would be interested in receiving our ebooks gratis in exchange for an honest review/feedback afterwards.
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Cross-Platform Collaborations
You’ve probably heard of partnerships, or cross-platform collaborations. These are strategic partnerships between two or more brands that allow them to tap into each other’s audiences, build their own audience and create a unique experience for their customers.
They can work in a variety of ways: one brand might offer discounts on products or services in exchange for social media promotion;
Another may offer influencers free products in exchange for coverage on Instagram; yet another might create content together using both brands’ products.
One thing you should know about these kinds of partnerships is that they’re not only beneficial to your brand they’re also beneficial to the other party involved.
If you want someone else’s audience and reach, then you need to bring something valuable and unique to the table yourself!
Here are some tips on how we’ve found success with our own cross-platform collaborations:
Trade Shows And Conferences
Trade shows and conferences are a great way to meet potential customers. You can learn about new trends and technologies that your competitors are using in their marketing efforts, and you’ll also find out what kinds of tools they’re building for their audiences.
You’ll be able to network with other people in your industry, who might become useful sources for stories about what’s going on in the market right now. If you have press coverage at these events (or even just an announcement), it will help get people excited about what you’re doing!
As marketers ourselves, we know how time-consuming outbound marketing can be but it’s one of the most effective ways we’ve found to grow our business. What are some other things you’ve learned about outbound marketing? We’d love to hear from you!
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Print Materials, Like Brochures And Flyers
Flyers are easy to distribute. Flyers are great for getting your brand out there and can be distributed in many ways, including by hand or in the mail.
Flyers can be used as a direct marketing tool. Since flyers are so versatile, they make it easy to get your message across without spending a lot of money on advertising campaigns or hiring a team of marketers.
Flyers are easy to track and update. If you want to know how effective your flyer has been at driving customers into stores, just ask them!
They’ve got everything they need right there with them in one convenient place and if you’re changing things up on a regular basis (which we recommend), then all that information can go into making your next flyer even better than before!
Case Studies And White Papers
Case studies and white papers are best for B2B companies. Case studies are short (typically 1-3 pages in length), while white papers are long (usually 10+ pages).
Case studies tend to be written from the company’s perspective, while white papers should be written by a third party. Here are some examples of content that would work well as a case study or white paper:
- The launch of a new product/service line
- The introduction of an industry-changing technology
- How a company overcame an obstacle in their business
- Public relations
Public relations is a great way to get your name in front of people, journalists and investors. It’s also good for getting your name in front of customers. In other words, it’s very useful.
PR is basically just marketing yourself as an expert on something relevant to someone else. So if you have a product that helps small businesses with their bookkeeping, then tell the world about how your product can make their lives easier!
Public relations (or PR) is an essential element of any marketing strategy because it can help establish credibility and authority with potential customers or clients who may not know anything about you otherwise.
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Influencer Marketing (Like Blogger Outreach)
Influencer marketing originated as a way to connect brands with people who had influence over their audience. In other words, if you’re trying to promote a product or service and want more people to know about it, why not leverage the authority of someone else?
The idea is pretty similar to how search engine optimization works: by publishing content that’s relevant and helpful (whether in the form of blog posts, videos or articles), you can earn links back from other websites and drive traffic back to your own site.
This strategy has long been used by large companies like PepsiCo and General Electric but has since become an essential part of any inbound marketer’s toolkit.
Outdoor Ads (Billboards, Bus Benches, Etc.)
Outdoor ads are still a smart way to reach a lot of people quickly. Billboards can be expensive, but they often give you enough bang for your buck that they’re worth it.
The cost per impression (CPI) is higher than other forms of outbound marketing like paid search or email marketing, but the reach of outdoor ads makes up for this by giving you access to a large audience at a low cost per person reached.
Plus, if your message is compelling enough, billboards will have an impact on viewers regardless of whatever else happens in their day.
So if your ad is eye-catching and interesting enough to catch someone’s attention while they drive by it on the highway during their daily commute home from work or school, then that’s already quite an accomplishment!
Direct Mail (Like Postcard Campaigns)
Direct mail is a cost-effective way to reach your target audience.
Using direct mail marketing is a great way to build brand awareness, and it’s an effective way to reach the right people with your message.
We recommend sending out postcard campaigns because they are easy to track, easy to personalize and easy for recipients to share with their friends, family members or colleagues.
Crafting a successful outbound marketing strategy is essential for business growth. Explore our insights in How to Build an Outbound Marketing Strategy to create a robust plan that resonates with your target audience and drives meaningful engagement.
TV And Radio Commercials
You may be wondering why we would recommend TV and radio ads as a strategy for outbound marketing. After all, the internet is where most people are spending their time these days.
But don’t forget that TV and radio are still two of the best ways to reach a large audience quickly and with that kind of reach comes power.
If you have an audience larger than just your Facebook friends, don’t underestimate what television ads can do for you!
As long as your goal is to drive awareness or generate leads (as opposed to selling products), television and radio ads can be extremely effective at doing so especially if done right.
The problem with using this type of advertising is that it’s expensive; but if you’re going all-in on outbound marketing anyway, then it might make sense to spend some money on traditional advertising methods too.
Email Marketing (But Only If You’re Following These Guidelines)
Email marketing is a great way to stay in touch with customers and potential customers. But it’s not the right fit for everyone. If you are sending emails that are not following CAN-SPAM laws, people will not be happy when they get them. Don’t make this mistake!
Opt-in rules:
Double opt-in requires the recipient to confirm their interest by clicking on a link within an email before they can receive more messages from you. This adds an extra layer of security and reduces your chances of being blacklisted as a spammer.
Unsubscribe links must be easy to find and use, so readers don’t have to hunt around for them or contact customer service for help unsubscribe from your email list (and maybe even cancel their account). It’s also common courtesy to include this link at the bottom of every message.
Telemarketing (Still Has A Place, Especially For B2B Companies)
Though we’ve seen a steady decline in the effectiveness of outbound marketing techniques over the years, there is still some that work.
Telemarketing is one technique that companies should still consider as it’s a great way to reach people who are hard to reach, typically through cold calling or appointment setting.
Telemarketing is also an effective method for lead generation because you can gather contact information from those who’ve been interested in your product/service and follow up with them later.
If done properly, this strategy can help build rapport and trust between you and your potential customers before trying to sell them anything.
However, there’s one thing telemarketing isn’t good at closing sales calls (even though some people might try).
Most businesses have reported disappointing results when they tried running telemarketing campaigns alone or relied too heavily on it as part of their lead generation strategy instead of using other methods like email marketing.
Or PPC advertising which offers better ROI without requiring much effort from sales reps themselves
Podcast Advertising (Especially For Small Brands)
If you’re thinking of incorporating podcast ads into your marketing strategy, you may be worried about the cost.
Podcast advertising costs are generally higher than other forms of digital advertising, but it can still be a great choice for brands that don’t have a lot of money or aren’t ready to commit to an expensive campaign right now.
Many listeners won’t even realize they’re hearing an ad at all they just think they’re listening to a great episode!
Podcasts also tend to attract new audiences and give your brand some credibility among those who are already interested in what you do.
If someone listens to your podcast and likes it enough that they recommend it on social media, then their followers might check out your company too!
So if you want something with low overhead but high potential rewards (and don’t mind doing a little research) then give this medium some consideration!
Inclusion In Industry Lists And Directories
It’s a good idea to consider paying attention to industry directories and listings. While they may not influence the majority of your potential customers, they are still a valuable resource for getting your brand in front of people who might be interested in what you have to offer.
There are several well-known directories out there such as Google Local Search, Yelp, and Yellow Pages which all allow any business that pays an annual fee to have their information listed on them (just like an online business directory).
If someone searches for a service like yours in these directories then it is likely that they will see your listing.
It’s also worth noting that many people still read blogs or listen to podcasts so if there is a blogger or podcaster who has an audience similar to the target market for your product/service.
Then it could be worthwhile reaching out with some sort of sponsorship deal where both parties benefit from each other’s audiences
Print Newspaper Or Magazine Ads
The most successful marketing strategies don’t always come in the form of an ad. Sometimes they’re your best friend’s mother’s recipe for pumpkin pie on the back of a recipe card or an old magazine clipping you found in your attic.
Print newspaper or magazine ads have been around since before I was born (and probably before even my grandparents were born). They usually have pictures and words on them so that people can read them and figure out what you want them to do next.
Some companies like Hershey’s use print newspaper ads to tell people about their chocolate products by showing off some nice-looking chocolate bars with beautiful wrapper designs on them!
This type of advertising is called “outbound” because it goes out into the world and tries to get people interested through various channels: email lists, social media platforms like Twitter & Facebook etcetera…
Unleash the potential of your business by harnessing the power of outbound marketing. Learn how to effectively use these strategies to earn more money and enhance your bottom line while reaching new customers and expanding your brand’s reach.
Make Sure Your Content Is Where People Are Looking
Conventional wisdom says that you should be publishing your content on the platforms where your audience spends the most time.
This is still true, but in many cases, you’re better off looking outside of these channels as well. When it comes to outbound marketing, there are two main factors to take into account when deciding where and how often to publish:
- Where does my target audience spend their time?
- What types of messages can I use that are relevant for this group?
Conclusion
The world of marketing is constantly changing. If you’re going to stay relevant today and tomorrow, you have to be willing to learn new things and adapt as necessary.
Further Reading
Explore more insights on outbound and inbound marketing:
Neil Patel’s Guide to Outbound Marketing: Learn from industry expert Neil Patel about effective outbound marketing strategies and how they can complement your overall marketing efforts.
Switching Outbound to Inbound Marketing Using Harry Potter GIFs: Discover a creative take on transitioning from outbound to inbound marketing through relatable Harry Potter GIFs and insightful analysis.
Inbound Marketing vs. Outbound Marketing: What’s the Difference?: Understand the distinctions between inbound and outbound marketing, and discover which approach aligns best with your business goals.
FAQs
What is the core focus of outbound marketing?
Outbound marketing centers around proactively reaching out to potential customers through methods like cold calling, advertising, and direct mail.
How does inbound marketing differ from outbound marketing?
Inbound marketing emphasizes attracting customers through valuable content and engagement, whereas outbound marketing involves pushing messages to a broader audience.
Can outbound marketing tactics still be effective in the digital age?
Yes, outbound marketing can be effective when targeted and tailored to the right audience, leveraging digital channels and personalized strategies.
What advantages does inbound marketing offer over outbound marketing?
Inbound marketing often leads to higher quality leads as it attracts individuals who are already interested in your product or service, fostering better engagement and conversions.
How can businesses successfully transition from outbound to inbound marketing?
Successful transition involves understanding your target audience, creating compelling content, and leveraging digital platforms to attract, engage, and convert prospects.
Costantine Edward is a digital marketing expert, freelance writer, and entrepreneur who helps people attain financial freedom. I’ve been working in marketing since I was 18 years old and have managed to build a successful career doing what I love.