Even though outbound marketing is seen as inferior to inbound marketing, you should never cross it out as one of your marketing strategies. With small tweaks on outbound marketing, you can expand the reach of your business, and even complement your inbound marketing efforts.
Is it really over for outbound marketing?
An inbound approach to marketing is being trumpeted by marketers and businesses nowadays as a more effective strategy for getting your potential customers on-board. With technology and increasing interconnectivity, companies are now creating content that educates and engages their audience; rather than bombard them with constant ads. Through inbound marketing, they are giving their audience the “driver’s seat” in terms of deciding whether or not to interact with their businesses. When they give their “yes,” these companies gain a customer, who may purchase their products or services for a long period of time.
While inbound marketing draws the praises of various enterprises, outbound marketing is seen as no longer relevant. Outbound marketing involves releasing ads through television, radio, billboards or print to show products and services to the target market. It may also entail sending people direct mail or cold-calling to get them interested at your business. Of course, these can be bothersome for anybody. As a result, people now skip TV commercials, block telemarketers, or chuck direct mail straight down the garbage can. For companies that have used this method, this means advertising money going down the drain.
Does this mean we should abandon outbound marketing altogether?
Why outbound marketing is here to stay
Though outbound marketing is seen as intrusive to potential customers, businesses and marketers should not cross it out of their list. Outbound marketing still has a major role to play to make your business visible to your target market. It can help you reach out to more customers, and even complement your inbound marketing strategy.
The justification for inbound marketing is that most customers nowadays are savvier and search for products and services on their own before they make a decision. To attract their interest, businesses create informative and engaging content to help them find what they need. Though there is nothing wrong with this, using this approach can miss out potential customers who might have a use for your product or service, but do not know about it. These might be people who are preoccupied with their professional or domestic responsibilities, or not as comfortable with technology to search the web for information. With outbound marketing, you can reach out to them, and gain a larger chunk of the market for your business.
Therefore, it would be wiser to combine outbound strategies, together with an inbound approach if you would like to have a larger share of the market. In fact, you can use outbound messaging to turn the attention of your potential audience to your content. For instance, you can drive traffic to your content at your Facebook, LinkedIn or Twitter page through paid campaigns. Another way to combine inbound and outbound is to have your sales team follow up with site visitors who have read your blog or downloaded your e-book through outbound communication; such as email marketing.
Aside from combining them, you can also make outbound more like inbound to achieve efficiency in your outbound marketing approach. If your organisation is a B2B company, you may collaborate with several media/data sources where your prospects converge to promote your business. To achieve efficiency, you can manage or centralise these several data sources.
One such way to centralise your data sources is through NewzSocial, which provides you with one system to distribute content from your various data sources. It allows you to broadcast content from different sources, as wells as showcase your original content through its “Pipe It” feature. This tool organises the articles that you can use in different categories, which can help your company establish thought leadership in your industry and even address pressing needs of your clients.
NewzSocial distributes the content you have chosen in various social media platforms such as Facebook, LinkedIn and Twitter. For busy organisations, this can help save time in marketing campaigns. Furthermore, this software tracks the performance of content you post on every social media platform; which can enhance and refine your strategy. You will be able to learn about the preferences of your audience online, and polish your marketing campaigns to suit their needs.
Given these perspectives, it can be said that the outbound approach to marketing should not be dismissed in favour of inbound marketing. Outbound marketing still allows you to reach customers who may not know your business. Through technology, you can even take a smarter approach to outbound marketing and achieve efficiency in your strategy. By combining inbound and outbound, you tap on the “best of both worlds” in the realm of marketing – and of course, gain more customers for your business.