Outbound Marketing Strategies That Drive Growth
Outbound and inbound marketing are often pitted against each other. They are seen as opposing strategies, fighting for higher ROI.
Recently, it seems like inbound marketing has been taking over outbound marketing. Content marketing and SEO are ruling the modern marketing, and while they are indeed highly effective, the biggest mistake you can make is to rely on inbound-only approach.
The truth is, if you want to grow your customer base and increase conversions, you still need to implement outbound marketing strategies as well.
What is outbound marketing?
So, what is outbound marketing and how is it different from inbound marketing?
Unlike inbound marketing which is very customer-driven and focused on slowly building relationships in an organic way, outbound marketing is much more straightforward and focused on directly pushing products. That’s why it’s often referred to as “push” marketing, while inbound tactics are referred to as “pull” marketing.
Pull marketing focuses on people who are already interested in a certain product or a service and it’s aiming to provide them with useful resources and earn their trust, gradually converting them into customers with highly personalized and targeted content.
Outbound marketing tactics, on the other hand, are not focused on a specific group of people and their needs, but trying to reach as many as possible, thus they are not targeted and personalized, but very broad and general.
Types of outbound marketing:
- Cold emails
- Cold calling
- Direct mail
- Social media ads
- Search Engine ads
- TV/Radio ads
- Print ads
- Trade shows, conferences etc.
As you can see, outbound marketing consists of many traditional marketing techniques that are often deemed outdated and ineffective - but that’s not necessarily the truth.
Even though nowadays the audience has an option to opt out - skipping TV commercials and unsubscribing from email lists has never been easier - outbound marketing tactics are also adapting to these changes and managing to stay efficient and continue to drive growth.
Which outbound tactics are still effective?
At the beginning of last year, Databox conducted a study asking 29 marketers which outbound marketing tactics they’re planning to use in 2019.
The answers? Cold emails made the top of the list, while cold calling and direct email also made the list, as well as social media and search engine ads.
So, how can you incorporate these outbound tactics into your marketing strategy and drive growth?
Let’s go over some of the best practices.
According to stats, only 24% of emails get opened. This number might seem pretty low, however, if you consider that using an email automation platform can allow you to reach a vast amount of people at the same time, the number of those you actually reach can end up being pretty high.
Now, we’ve mentioned that one of the issues with outbound marketing tactics is they tend to be overly general and not personalized enough. Luckily, with these automated sales tools you can also help you create highly customized and engaging email campaigns no matter how large your target audience is.
Take a look at these key takeaways from Backlinko’s analysis of 12 million outreach emails:
- Emails with longer subject lines get more responses
- Personalized subject lines and personalized email body bring more success
- Follow-ups and email sequences are highly effective, so reach out to multiple contacts multiple times
- Putting social media profiles in your email signature results in better response rates
- Wednesday is the best day for outreach
Besides these tips, also keep in mind that your contact list couldn’t be completely “cold”. Don’t just blindly contact reach out, but make sure to put at least some research into it first. A little personalization goes a long way.
This is especially important if you’re doing cold calling, as it requires more work than email outreach, so make sure to filter out your contact list as much as possible.
Social Media and Search Engine Advertising
Social media advertising and search engine ads can be especially beneficial when combined with inbound marketing tactics.
While content marketing and SEO are both highly effective in building strong and lasting relationships with customers, they do often take quite a lot of time to kick in. Sure, they will bring you long-time traffic growth, but if you need an immediate traffic boost, especially if your website is new and follower count low, they will do little for you by themselves.
And that’s where social media ads and search engine ads come in handy.
Boosting your posts will help you expand your reach and help you quickly drive traffic to your website while you’re waiting for your SEO and content marketing efforts to start proving effective. In fact, ads will further amplify those effects, allowing you to produce content less often with the same results.
Paid promotion mixed with high-quality content is guaranteed to bring you success and drive growth.
Networking events such as trade shows and conferences are another great outbound tactic you should start (or continue) using if you want to attract valuable leads and grow your customer base.
Unlike other outbound strategies, networking marketing tactics are much less disruptive. These events tend to be niche specific and target a certain audience, so people who attend them will probably already be at least somewhat interested in what you have to offer.
This will give you a great headstart and promoting your products or services at such events will seem much less pushy and aggressive as people willingly chose to attend them.
In addition, networking events allow for a much more personalized approach than any other outbound strategy. They offer you the opportunity to get some face to face time which can result in increased brand awareness, increased engagement, more trust, new leads, and eventually, new customers and increased sales.
This outbound strategy combines all the benefits of being able to promote your business quickly and directly, while also building strong and meaningful relationships with your customers in an effective and engaging way.
You can see that all these strategies have their own benefits and more importantly, that it’s not a matter of choice between them. The real question is - how to find a perfect combination of inbound and outbound strategies and make them work together to help you drive growth.