Outbound marketing is dead. Long live outbound marketing. And what is outbound marketing? Well, it’s a form of advertising that involves reaching out to potential customers with the intention of getting them interested in your product or service.
It’s not spammy and it doesn’t rely on tricks or gimmicks – rather, it relies on telling people about something they’ll want to know about anyway.
| Takeaways |
|---|
| Outbound marketing is not obsolete but has evolved to fit modern marketing dynamics. |
| A shift from traditional outbound strategies to more targeted and personalized approaches is crucial. |
| Integration of outbound marketing with digital tools and data-driven insights enhances its effectiveness. |
| Businesses can harness the power of outbound marketing by adapting to changing consumer behaviors. |
| Embracing a holistic marketing strategy that combines both inbound and outbound tactics yields better results. |
1. Build A Pipeline By Earning Trust And Building Relationships
When it comes to generating leads, people are more inclined to do business with someone they know and trust. Inbound marketing has proven that content is the best way to build relationships.
But in the B2B world, you need to take it one step further: create an actual relationship with your prospects.
This means being genuine and helpful when communicating with them and if you need help yourself (or even if you’re not sure what kind of help they might need), don’t be afraid to ask!
You can also use social media as a platform for building those relationships.
Sharing relevant industry news helps establish your expertise on a topic or industry trend that might pique their interest in working together in some capacity down the road (and this applies equally well if you’re trying to get them interested in your product/service).
It shows that you’re interested enough in them as individuals that there’s something worth talking about every time they come across one of your posts online;
This will make them feel special instead of just another follower among thousands or millions who don’t care about their thoughts/opinions/passions outside of work hours
Cold calling can be a challenging technique to master, but learning from the experts can give you an edge. Explore the strategies shared in Cold Calling 101: Techniques from the Masters to refine your approach and boost your results.
2. Use Linkedin To Find The Right Prospects In Your Market
LinkedIn is a great tool for finding prospects, making connections, and gathering information about companies and people. Here are some ways you can use it to your advantage:
Find relevant prospects in your market. The “people” tab on LinkedIn allows you to search for users based on the industry they work in or their job title. This is perfect if you’re looking for specific professionals who could be interested in what you have to offer!
Make connections with other professionals who might be able to help grow your business by referring new clients or partners.
In addition to searching within an industry, LinkedIn also lets users filter their searches by location so that they can connect with local businesses more easily than ever before!
3. Link Inmail Is Your Gateway To Building New Relationships
Link InMail is the perfect tool for connecting with people you don’t know, or don’t know well.
It’s not as simple as sending an email to someone, but it is worth the effort. You can use Link InMail when you want to reach out to someone who has requested to connect with you on LinkedIn.
When someone has reached out to me through Link InMail, I always respond as quickly as possible.
This shows that I have respect for their time and willingness to write me an introduction message on their network platform (Linkedin). It also allows us both a chance at building a relationship by meeting in person if possible!
Starting with a well-thought-out strategy is crucial for successful cold calling. Discover the step-by-step process in How to Master Cold Calling Marketing Strategy and see how it can accelerate your business growth.
4. Have A Follow-Up Plan For When Someone Accepts Your Connection
A common practice is to send a quick message within 24 hours of someone accepting your connection, letting them know you’re not a spammer and that you’re going to follow up in two weeks.
This is great because it shows that you are interested in the relationship, even though they haven’t said anything yet. This is especially important when someone follows back on LinkedIn and then never says hello.
In this case, you can use email or Slack (if both parties have it) as an alternative channel for communication until they respond via LinkedIn or social media again (if at all).
5. Let Them Know You’re Not A Spammer Via A Quick Message
When you send a connection request, you should be careful to avoid sounding like a spammer. The best way to do this is by sending a polite message that briefly explains why you’d like to connect and how it will benefit your potential contact.
Numerous studies have shown that people are more likely to accept a connection request if they feel it will add value to their network. If you can demonstrate what value your connections might gain by connecting with you, then there’s no reason they wouldn’t accept.
However, if the person whom you’re trying to connect with doesn’t see any value in connecting with someone who wants them as part of their network, they won’t respond well if they feel pressured into accepting the connection request out of politeness or guilt.
Interruption marketing can be an effective way to capture attention, but it requires finesse. Learn the art of grabbing interest in The Best Way to Interrupt Your Prospects and see how it fits into your outbound marketing strategy.
6. Give Before You Ask, At Least Once
Remember when you were a kid, and you used to give your parents business cards on the holidays? Maybe it was an employee of yours, or maybe it was just someone you thought would be interesting to talk to.
Maybe they looked like they could use some company after spending all day at work or had a cool idea for something. Whatever the case may be, we must give before we ask because:
- Giving shows that we’re not just in this for ourselves
- Giving shows our gratitude for customers and potential customers
- Giving builds relationships with others by demonstrating the value
7. Get Your Research And Content Ready For When People Respond To Your Email
Outbound marketing isn’t dead, but it’s not the only way to get your message out either. You can still use inbound marketing to get people to your website.
Send them an email like you used to and then follow that up with some outbound tactics. Huge companies like Hubspot have been doing this for years and they’re doing it successfully.
The key difference between traditional outbound marketing and modern-day ones is the research process – where you go wrong with traditional methods is by assuming that everyone needs or wants what you’re selling (or offering).
With modern-day outbound strategies, we’ve been able to test our messages before sending them out so that we know what works best for our target audience. Researching takes time but if done right will save you time in the future!
8. Put Together An Email Template That Doesn’t Look Repetitive
It’s tempting to use the same template for your outbound campaigns. I get it. It’s easier and faster, but if you’re sending out too many emails that look the same, you’ll end up getting a reputation for being spammy. So here are some tips on how to create a great one:
Use a template with personalization technology built in so it automatically adds people’s names into every email they receive from you (and not just their first name).
Use an email template that is easy to read and scan through quickly — this will help make sure your message gets across even when people are distracted or busy!
Make sure your email looks professional by using an easy-to-read font (like Arial), keeping it short and sweet (250 words max!), and including all necessary information.
Such as call-to-action buttons near the bottom of each page so readers don’t have too much scrolling around to do before making contact with someone at your company! 4
Content marketing has evolved, but its value remains. Dive into the insights shared in Content Marketing: Evolution and Strategies to understand how to leverage it effectively in today’s landscape.
9. Incentivise Them Via A Video Or Webinar To Spend 5 Minutes With You
Now that you have their attention, you need to incentivize them to spend 5 minutes with you.
Make it something of value. This can be as simple as an e-book or a video course, or it can be more complicated like hosting a webinar where they get exclusive access to valuable content from experts in your field.
Make sure it’s something they can use right away: once someone has downloaded or watched the video, then what? You want them to share it with their network so they feel good about themselves, but also so that their network feels good about the person who shared with them!
Let people know how many people will benefit from sharing this information: if we all knew that one post on Facebook could help change the world… would we share less?
Or more? Incentivizing your audience by showing how many lives will improve if they share is a great way to increase engagement rates among those who are already interested in what you have to say because other people told them so!
10. Let Them Know You’ll Get In Touch In 2 Weeks If They Decline Or Haven’t Replied
So, what happens after the prospect has declined your offer? Or better yet, they didn’t even reply to your initial email?
Make sure you have a contact name and email address so that you can follow up with them in two weeks. This is important because if they don’t reply or decline your offer and there’s no other way for them to get in touch with you then there is no way for them to opt in at a later date.
Make sure that when following up with prospects 2 weeks after their initial communication, let them know:
- What happened (i.e., did we miss an opportunity?)
- What we want from them (i.e., are there any questions/concerns)
- That we will get back in touch again soon if they don’t respond this time around;
This shows that you respect their time and allows people who aren’t interested enough yet feel like they have been given plenty of chances before moving on without feeling guilty about it
Outbound marketing isn’t obsolete—it has transformed into a new era. Discover the reasons why in Outbound Marketing Is Dead, Long Live Outbound Marketing and explore the possibilities of this evolving strategy.
11. Send Them An Introductory Email And Schedule a Time For When They Reply Positively
Send them an introductory email, and schedule time for when they reply positively.
Make sure they’re aware that their meeting with you is not a commitment or obligation, but just an opportunity for further discussion.
Make sure you schedule the time when they are free (rather than having them choose it). If possible, also make sure that this would be an hour during which they tend to get lots of concentration and energy not right before lunch or during their commute home from work.
Set the right expectations for what will happen in your meeting: “We can talk about what kind of project might be most suitable for both of us; if we decide to work together on something, in particular, I will send over more information about those details then.”
Then ask if there was anything else they wanted to be covered before moving forward with this conversation…
12. Leave No Stone Unturned With Follow-Up Emails After Meetings/Calls
Another way to keep your name in the minds of those you meet with is by following up after a meeting. Make sure you have a system for doing so, like reminders in your calendar or an email follow-up template that you can personalize for each person.
For example, if you’re meeting with someone who invited you to their office, it’s polite to thank them for their time and also let them know when they can expect something from you (i.e., an initial proposal).
You should also reach out directly afterward to anyone who referred the lead or gave any input during the process they will appreciate knowing that their efforts led somewhere positive!
13. Make Those Contacts Count When You Don’t Get Through To The Right Person
In some cases, you may not be able to get through to the right person. If this happens, don’t give up! Try again. If that doesn’t work and you still can’t find anyone who can help, try someone in an area related to what your business does.
If a salesperson is the most appropriate person but they don’t answer their phone after a few attempts, it might be worth trying another department like marketing or customer service instead.
14. Make The Most Of Opportunities During The First Meeting Call With A Prospect
The first meeting with a prospect is a valuable opportunity. Use it to learn about your prospect’s needs and goals, and get them thinking about how you can help them achieve those goals.
Ask questions that reveal what they need from their marketing strategy. What are their long-term objectives? What are their short-term goals, and how do the two align? How much money do they have to spend on marketing this year or next year?
Ask about their pain points about their business: what challenges does the company face today, and how might those challenges affect its growth over time?
Ask about budget: what’s available for outbound marketing right now (and when), so you can offer a solution that fits into this picture of financial reality while also providing real value based on what you know about them already.
And also give yourself enough time before deadlines hit so any campaigns start at optimal times rather than last-minute scrambles!
15. Give Your Prospects Something They Can Take Away From Early Meetings
Give your prospects something they can take away from early meetings. This is an oldie but goodie, but it works because it’s simple and effective. If you’re just starting with meeting prospects, try giving them a takeaway (even if it’s just a piece of content).
Follow up with those who don’t immediately respond to your outreach efforts. Inbound marketing has made it easier than ever before to track whether or not someone opens or clicks on an email that was sent out by your company;
However, this still doesn’t mean that all of your emails will get opened or clicked on by everyone and that’s okay! It’s important not only to follow up with those who don’t respond right away but also to keep track of the ones who do so you can continue nurturing them down the line.
16. Emailing Isn’t Dead As Long As You Target It Properly
Email is still the most effective channel for B2B marketing, but not all emails are created equal. Emailing can only be effective if you have a clear understanding of who your audience is and what they care about most.
This means it’s important to understand which content will work best for different groups of people within your target market, so you can craft messaging that speaks directly to their needs.
Conclusion
At the end of the day, I think you have to ask yourself: What is outbound marketing? It’s not just sending emails or advertising on websites. It’s about building relationships with people and understanding what they want.
It’s about helping them find solutions to their problems, so they’ll be willing to listen when your company comes calling with a great idea for how to solve those problems. The only way to do this effectively is by getting into their heads and knowing what makes them tick.
Then it becomes possible for you and your team members (whether that be freelancers or employees) to figure out what kind of content should go into each piece of communication so as not only to reach but also engage them.
In conclusion: Outbound marketing isn’t dead! But if companies won’t survive in today’s world where social media dominates everything from news consumption patterns through email writing styles then they need to learn how to work smarter with better tools than ever before available at their disposal.”
Further Reading
Inbound Marketing vs Outbound Marketing: Is Outbound Marketing Dead?: Explore the debate between inbound and outbound marketing strategies and gain insights into the effectiveness of outbound marketing in today’s landscape.
Cold Calling Is Dead, Long Live Inbound Marketing: Delve into the shift from cold calling to inbound marketing and understand how businesses can adapt to this changing marketing landscape.
The Role of Outbound Marketing in the Modern World: Discover the evolving role of outbound marketing in the context of modern marketing practices, and learn how to integrate it effectively into your strategies.
FAQs
What is the current status of outbound marketing?
Outbound marketing continues to evolve and adapt to changing consumer behaviors and technologies. While some traditional methods might be less effective, modern outbound strategies are still relevant when executed strategically.
How does inbound marketing compare to outbound marketing?
Inbound marketing focuses on attracting and engaging potential customers through valuable content and experiences. Outbound marketing, on the other hand, involves proactive outreach to a targeted audience. Both approaches have their merits, and a balanced strategy often combines elements of both.
Is cold calling still effective in the digital age?
Cold calling’s effectiveness has shifted due to changing communication preferences. However, with a refined approach and personalization, cold calling can still yield positive results as part of a comprehensive marketing strategy.
What are the key factors in determining the success of outbound marketing?
Effective outbound marketing relies on factors such as audience targeting, message relevance, timing, and the integration of multiple channels. Understanding your audience and tailoring your approach accordingly are essential for success.
How can businesses navigate the changing marketing landscape?
Businesses can navigate the changing marketing landscape by staying informed about the latest trends, understanding their target audience’s preferences, and continuously evaluating and adjusting their marketing strategies to align with current realities.
Please note that the content provided in the “Further Reading” section and the “FAQs” section is based on the titles and semantic understanding provided, and the actual content of the URLs and questions may vary.
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.