Outbound marketing is the old style of marketing we should ignore, correct?
That’s what the inbound marketers will say to you!
But that’s far from the truth.
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The reality is that you need both inbound and outbound marketing tactics to grow your business.
Inbound marketing is like going to a networking event and waiting for people to come over to you. Outbound is not leaving it to chance. You research who’s going to be at the event and reach out in advance to book your meetings.
Here’s a typical example of inbound
If you get the right type of traffic and it converts then you’re going to love inbound!
Here’s a typical example of outbound:
Outbound can be to a new audience or to an existing audience.
For example, you have a small list of customers and you want to reach out and have a conversation with them as opposed to sending a broadcast email.Outbound marketing is a more targeted and proactive approach to marketing your business. If it's targeted, personalized and relevant you get the resultsClick To Tweet
The biggest problem with outbound marketing is Marketers using the spray and pray approach!
The more personalized, relevant and value-driven the message is the more likely you are to get a positive response.
Here are some of the benefits to outbound marketing:
With Inbound Marketing you might get a lot of traffic but its likely that most won’t be your target audience. With Outbound Marketing you can be very specific about who you target.
Here’s an example of untargeted traffic.
Hubspot have inbound marketing software. Some of the keywords they rank highly for are:
Of course, they get relevant traffic also but you need to account for the fact that 20% of your blog posts will probably produce 80% of the value. The other 80% are either ranking for irrelevant terms or not getting any traffic.
If you start off a website and create a blog post it would be 6 months before you get any consistent traffic to it.
With outbound marketing, you can get a response immediately. Based on responses you know what’s working and not working and tweak accordingly.
You can build a list of potential prospects, reach out and then build another list.
You only run out when you’ve targeted all your potential audience.
The starting point is building your ‘prospect’ list. This is a list of potential prospects.
A prospect is someone that has expressed an interest in what you offer. But you need to build a list of potential prospects first, do the outreach and then kick off the conversation. Once you get into a conversation you will get some results.
If you’re a startup company and you launch your website, it will take a long time before you’re getting a regular stream of traffic.
Good luck to you if you want to wait around for Google to rank your content on page 1 and then you can convert that traffic!
But that’s not how the real world works.
You start connecting with people, building relationships, promoting your content to get people to know about you.
You still create your content and social media channels but it takes time for these to become useful (this could be more than a year after a launch)!
But what about companies that have been around for longer?
If you invest in inbound and you drive good traffic and you can convert some of this into business.
But if you want to grow aggressively you’ll still need to incorporate outbound marketing.
Of course, I’m ignoring all the offline tactics so here’s the online ones:
Email outreach is when you outreach by email.
You could be reaching out for the following reasons:
The goal of an initial outreach email is to get a response. Once you get a response you can start a conversation.
For this targeted outreach you want to send highly personalized emails and it’s best to use a purpose build outreach tool such as OutreachPlus.
According to the Native advertising Institute native ads are:
“Paid advertising where the ad matches the form, feel and function of the content of the media in which it appears”
Here are some examples:
You reach out to a targeted audience and put your ad in front of them in the middle of other valuable content.
When you’re talking about social media outreach you’re not broadcasting your message to all your fans/followers. You are targeting a group of existing fans/followers and new people you may not be connected to.
For example, you do a search on Buzzsumo for influencers sharing similar content to what you have published and you reach out to them about your new content.
Another tactic is to promote their content on social media and then follow up via email.
It’s not a case of inbound versus outbound.
Outbound leads to more inbound, inbound makes it easier to do outbound (e.g. inbound helps to build brand awareness). Using both in combination is powerful!
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