Outbound Marketing is going out to hunt for food and satisfy hunger, not waiting for the hunt to come for you.
In case you have doubts, whether or not you should use the outbound marketing strategy in your business, I want you to do this exercise with me.
Imagine that you are above the weight you want and the wedding of your best friend from college is in a month.
Many people from that time will be there, people you haven’t seen for a long time.
You want to lose a few pounds so you can fit your clothes (which have not fit you for a few years) and make a good impression.
Your options are basically these:
Your options are basically those:
- Dieting and exercising every day, rainy or sunny;
- Stay as you are.
I tell you something: If you choose the second, the wedding day will come and you will be the same, nothing will have changed.
So, remove that alternative.
But if you choose to go the first way, you will have results. And very visible. And fast.
Because a drastic change like that causes almost immediate impacts on your life.
By deciding on the former, you are choosing to be active and interrupt your routine. That is why you will have results in a short time.
You are going to look for the results, you don’t expect them to come to you.
That can make you spend more money on healthy food and gym. Maybe stop hanging out with friends sometimes.
But the fact is, you needed to get results quickly. And the results are there.
Where do i want to go with this?
The same happens with your business.
If you want to see quick results, the best way I know is to invest in outbound marketing.
The proposal of this strategy is to expand your brand with speed through various traditional marketing methods.
I mean, methods you’ve been used to for a long time. You grew up watching them.
There are people who think that these methods are outdated due to the advancement of the internet and the force of new digital marketing strategies, such as Inbound Marketing.
And I am not here to tell you what is right or wrong. Even because each one has its value in the marketing strategies of your business.
But the truth is that many ignore the power of Outbound Marketing.
And you shouldn’t. Mainly if you want almost immediate results.
That is why from now on I am going to explain the concept of Outbound Marketing, its strengths and the characteristics of its actions.
And I repeat, you will understand that Outbound Marketing is to go hunting for food and satisfy hunger, not waiting for hunting to come for you.
Because if you wait you can starve.
In addition, you will discover the difference between Outbound and Inbound Marketing and what the advantages of each are.
At the end of this article, you will be ready to start using Outbound Marketing and potentiate the results of your marketing strategy.
Come with me.
What is Outbound Marketing?
Outbound marketing is a traditional strategy aimed at prospecting for clients.
In this way, their actions are directed to a previously defined audience, with the expectation of reaching a segment that is really interested in buying your products or services at that time.
As you can see, outbound is confused with the concept of marketing itself.
And it is not a surprise, because their methods are considered classic.
It is also called traditional marketing or interruption marketing.
Thus, it is a one-way communication, that is, customers cannot interact with your message, and they are only interrupted when they receive it.
Due to this characteristic, it can be considered obsolete to achieve certain marketing objectives.
Even with the popularization of the internet and smartphones, outbound collided with and inbound marketing.
The latter is web-based.
The focus of inbound is to position the company so that it is easily found on the internet, attracting customers to your business.
It is different from imposing your campaigns and actions on the daily lives of customers, as the outbound itself does.
But what you may not know is that without some outbound marketing strategies, it will take longer for people to know and trust your business.
Think of inbound marketing as the ongoing development of a relationship.
However, before the relationship begins, a first meeting is necessary, right?
Thus, outbound marketing considerably increases the probability that that first meeting is positive, about to evolve and become a commercial relationship between your business and your audience.
Advantages of Outbound Marketing for your business
As I told you before, new technologies have rapidly changed consumer behavior.
It is increasingly difficult to get the attention of your audience and keep them interested in what you are going to say to them.
Which requires new solutions to old problems.
Even a new concept of outbound marketing was introduced by Aaron Ross, when he assumed the management of the sales team of the Salesforce Company.
The strategy was dubbed outbound marketing 2.0.
He managed to greatly improve the results of said company, focusing on the division and specialization of the sales team.
Such a scenario starts from the idea that different people have different skills and knowledge.
This modernization of the concept gave new life to outbound marketing.
Before buried by many professionals, it regained its importance with force.
Since then, having a good outbound marketing strategy in the business became something not only interesting, but necessary,
Which is largely justified by the advantages of the strategy that I am going to tell you about right now.
Unlike inbound marketing, in which results are expected in the medium and long term, the return on investment (ROI) of outbound can be obtained much faster.
For example, good SEO practices, characteristics of inbound, can take some time to reach the public.
This happens because the method takes into account how consumers search the search engines – which can be quite subjective.
The return is never immediate.
No matter how well driven the strategy is, your content does not go to the first page of Google instantly
It takes time, sometimes in the long run.
Now, when you advertise your offer on the Google display, for example, you have the assurance that your ad will immediately begin to be displayed to an already targeted audience.
In addition, to assess whether the time to obtain ROI is good or bad, it is necessary to take into account the time of the sales cycle for each product.
For example, services aimed at the BWB market tend to take longer until they reach the point of signing a contract.
Outbound strategies do not allow an analysis with precise data on the performance of each action.
It is different from what happens in inbound marketing, thanks to web analytics tools.
But that doesn’t mean that you can’t collect important data and insights about your business.
At the end of the day, since the ROI is obtained in the short term, you manage to have a sample that allows you to perform a faster analysis.
Information such as seasonality of sales of each product, better approach and speech to speak with your audience, are examples of data that can be of great use to you.
These have the power to help your business adapt your strategies so that the result you expect is achieved.
Speed to approve starting points
Consequently, with the possibility of having qualitative and quantitative data in less time, outbound marketing allows you to approve your starting points quickly.
In inbound marketing, this process can take anywhere from six months to a year.
Thus, you can evaluate if your buyer persona really agrees with your audience.
And also if your speech and the communication channels you use convey the positioning you want correctly.
Do you remember when we talked about outbound 2.0?
So that evolution of outbound marketing provides a sales team much more segmented in a niche market.
Well, know the pains and needs of your target audience.
And you can use that information to your advantage during your speech.
The strategy is also particularly effective in B2B marketing, or with those transactions involving high value-added products, in which the sales process is more complex.
Although the public may still seek other businesses, they are interested in a more personal contact through face-to-face meetings or industry events and trade shows.
Hence the great importance of having a well-prepared sales team.
The contact of the seller or representative can be given in a much more segmented, personalized and accurate way.
All of the above help keep the conversion rate high.
Examples of the Outbound Marketing strategy
As you may have noticed, outbound marketing integrates several elements to which teams of marketing professionals are already accustomed.
They are classic and traditional actions and strategies, but no less important for that.
I now explain some of them.
One of the main objectives of outbound marketing is also to bring leads and generate interest in the products or services that a business offers.
Most of the time leads start arriving in larger numbers when an incentive is offered.
Or by inviting the public to participate in a contest or promotion that has the potential to result in a reward, monetary or not.
Telemarketing is summarized in a direct communication through calls, also known as cold calls (or cold calling), to a previously acquired contact list.
Ideally, when approaching the prospect you have a defined script to guide the conversation.
This helps counteract objections that come up on the other side of the line.
Logically, the classic email marketing campaigns offering products and services with exclusive offers are also among the most used strategies by outbound marketing businesses.
Make sure that the material captures the customer’s attention from the subject of the message, in addition to using Calls to Action (CTA) in strategic places, as well as little text and images that are not so loaded with things.
They are little tricks that help stimulate the opening and reading of your content.
Be it creative, attractive, or simple and informative, a direct suitcase campaign can get more people to know your brand.
It also has the potential to get prospects interested enough to listen carefully to what you have to offer.
The ads in that format are an excellent strategy to impact and generate traffic towards your site through search engines.
But not only through these mechanisms, but also in other sites that have spaces reserved for this type of advertising.
Its effectiveness is mainly due to the fact that it corresponds to almost 100% of what your audience may be looking for.
Social Media Ads
In the same way as sponsored links, ads on social media like Facebook Ads and Instagram Ads can have a pretty positive effect on prospecting for customers.
What happens is that you accurately segment who you want to impact with your message.
Besides that, you increase the chances of interaction and conversion of your campaign.
What is the difference between Inbound and Outbound Marketing?
Similar but not so much.
The term “inbound marketing” as opposed to “outbound marketing” was first introduced by Hub spot and gained popularity all over the world.
In the meantime, to start the debate on the differences between one and the other, and identify which is the best for your business, it is necessary to establish some parameters for discussion and a common understanding of the concepts of both methods.
Inbound marketing, also called permission marketing, refers to allowing your customers to find you by posting interesting, educational and fun content.
Content with which your client can solve their problems and needs.
The main components of inbound marketing are: content, SEO and social networks.
I’m going to divide each of them into subcategories:
This category is based on the creation of invaluable content that adds value to potential customers.
Generally, it is done in the following ways:
- White Papers and eBooks
- Info graphics
- Instruction Guides
Search engine optimization, or SEO, is used to project your site so that it gets the best position in web searches.
Everything is designed so that people find your site organically during their searches in the mechanisms.
SEO tactics include:
- On page
- Off page
- Keyword construction and analysis
- Link building
The third category is used to reach new customers who frequent social networks.
The important thing is that you choose the right platforms, in which people usually invest their time.
Among them I can cite:
- Online forums.
For its part, outbound marketing represents the traditional media to which we are more accustomed.
This has to do with any type of marketing that actively seeks to reach the public.
For this reason, it is also known as interruption marketing, as it invades the client without their permission.
The main strategies of that methodology may include:
- Television commercials
- Radio spots
- Telemarketing (also known as call calling or cold calls)
- Advertisements in magazines and newspapers
Now that I have defined the concepts and cited the tactical differences between the two methods, I am going to turn to the advantages and disadvantages of both.
Inbound versus Outbound
Inbound marketing has some advantages over outbound.
First of all, the leads you attract through inbound are better and have a higher quality because they were the ones who sought out your business to solve their problem.
Also, that method has a much lower cost.
Allow you to continue generating leads interested in your offer.
It is also usually less invasive, it makes it possible for your audience to find you and not the other way around.
However, it does have some downsides.
- May take longer to get results
- Demand more strategies together to reach the right audience
- It can be very competitive in certain already saturated market segments, such as high-quality blogs, social media accounts, SEO-optimized content, among others …
For its part, outbound marketing has the advantage of achieving short-term results.
It’s also easier to segment the ideal audience.
You can measure some important data.
However, there are negative points, such as:
- Strategies can demand a higher budget
- The results can be interrupted at the exact moment when you stop the investment destined to marketing actions
- It can have the opposite effect, that is, a poorly conceived ad can alienate people from your brand, instead of attracting them
As you can see, both types of marketing have pros and cons.
There is no perfect solution, but which one offers the best results for your business?
After all, what is the best type of marketing for my business?
The question may not have such an easy answer, but that does not mean it is not important.
And in fact this topic generates a lot of debate among marketers.
In principle, what I can tell you is that neither is better than the other.
Each method has useful tools and strategies that you can – and should – use to market your business.
The most appropriate strategies for your business will depend on:
- When do you need to have results?
If you want to grow your business as quickly as possible, focus hard on outbound strategies.
- What is your marketing budget?
You may not have the money to produce a TV commercial, but you can safely start blogging on a lower budget.
- What are your competitors doing?
If your closest competitors dominate the search results with powerful SEO strategies, you have to differentiate yourself from them instead of competing directly with the same keywords.
By thinking carefully about the marketing strategies necessary for your business, you can get real results with both outbound and inbound marketing.
And even better if the two join forces in the same strategy.
Start capturing leads with Klickpages today
If you are determined to invest in both inbound and outbound marketing, I have some excellent advice for you.
When implementing your digital strategy, it is essential to reach the public correctly, with quality content and a precise message.
It can be an invitation to subscribe to a newsletter, receive news by email, download an eBook or enroll in a free course, the secret is only one.
You must do your best on the landing page, as it increases your chances of confirming the conversions you want.
Remember that at that time you have Klickpages, the ideal tool for you and your business:
To create your page, take a good look at the following steps. They are so simple that you will be surprised.
- Choose your model: know the high conversion alternatives proven by tests.
- Customize the page: edit the texts, colors and images, as well as hide the elements that are not useful.
- Publish: finally, you only need to publish your own domain, without additional hosting costs.
Do not miss it, it is really fantastic!
If you are up to date on the changes in marketing strategies today, you must have already seen that many professionals and companies are increasingly adopting digital strategies.
Although these are crucial for lead generation and new attraction tactics are in constant development, it is important that you do not forget the power of traditional methods.
That is why what you learned about outbound marketing today is so valuable for your business.
Do not disregard the method, without first analyzing how it can help you meet the objectives you set.
The idea is to integrate the two methodologies into your overall marketing strategy for constant and sustainable growth.
And when the actions are concentrated in the digital medium, it has the support of Klickpages to capture leads.