Four Methods to Mix Inbound & Outbound Advertising

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Like chefs, marketers routinely combine a variety of “ingredients” to produce a desirable result. Unfortunately, two of these ingredients – inbound and outbound marketing – are routinely used as competitors, even though they actually complement each other, like salt and pepper.

The difference between inbound and outbound marketing is where you direct your efforts:

  • With incoming messages, potential customers let you know they’re interested: the volume of leads depends on the effort you put into making your message accessible across multiple channels.
  • With outbound, you ask potential customers if they are interested: You reach a larger volume of potential customers through one or two channels.

How do you work together? Look at email. An outbound marketing email alerts people to your brand. Without in-depth marketing, e.g. B. Website content that is relevant to your offer, however, you run the risk of recipients leaving your message in their inbox.

Neither inbound nor inbound can thrive alone.

Appropriate marketing efforts

Inbound marketing is widely seen as the gold standard for demand generation. Since intent plays a huge role in converting leads into sales, marketers use both intent and behavioral information from assets delivered across marketing channels to help potential customers find their solution. After all, 85% of consumers do their research online before buying.

While most B2B organizations use it, outbound marketing often has a seedy reputation. Outbound marketers use ideal customer profiles, firmographies, and other data about potential customers to create a broad network for potential buyers. Most platforms have responded to consumer data lockdown by blocking access to users who have shown no intention, thereby reinforcing the inbound method and creating a vacuum for outbound resources.

An outbound campaign doesn’t have to feel invasive, however. After all, it’s a familiar way to learn about brands and goods. We are all comfortable with billboards and television advertising. Outbound efforts like emails and cold calls point to solutions they may never have been exposed to. Outbound your funnel will start and enable a constant flow of inbound traffic without incurring high overheads.

Incoming and outgoing are really two sides of the same coin. Both are powerful lead generation tools that direct prospects to resources they may find helpful. As marketers, we can tie these channels together to create a strategy that is stronger than both when used alone.

Use a combined strategy

Are you ready to get both inbound and outbound marketing up and running? Follow the four steps below.

1. Take a push-pull approach

Again, outbound marketing gives information to potential customers, while inbound marketing attracts interested customers. Harness both powers by using one to improve the other.

For example, you can create a compelling outbound campaign for potential customers to get them interested in your company or your products. Some of these people then go straight to your website, while others do an online search of your business. Then all of the great content you created for inbound marketing will be activated and will direct searchers to specific web pages that match their interests. Your outbound efforts just helped make your inbound targeted content attract people.

Once they are on your website, you can give them the option to subscribe to your newsletter or download a white paper. You now have permission to contact them in the future and possibly make a sale.

2. Include email

Email is still alive and well. According to HubSpot’s 2019 study, more than three-quarters of marketers said their email engagement had been booming over the past year.

Of course, you shouldn’t just send bulk emails without consideration. For more accurate results, segment your outbound emails to open rates up to 14.31% higher than bulk emails. By tactically tailoring your messages to the person, you can better focus outgoing email.

3. Increase branding

Your website, social pages, and other digital collateral may be top notch, but your brand may not be organically discovered without initial impetus (see Step 1). Why be patient when you don’t have to? To turn your business into a household name, you need to take various outbound actions including ads, phone calls, and cold emails.

Once you have outbound your audience, you can step up your efforts by inviting visitors to become part of your “family”.

4. Track and optimize your efforts

As with all marketing strategies, efforts in and out should be tracked so you know if your specific efforts are paying off. The UTM (Classic Urchin Tracking Module) parameters are universally suitable for this, especially if you rely on Google Analytics for real-time feedback.

With that in mind, your outbound marketing to evaluate how it affects inbound and vice versa. For example, does a whitepaper advertised via outbound work better than a blog post with the same offer? Or do the prospects seem equally motivated by both options – or not?

Once you’ve found the right inbound-outbound credit, you can turn campaigns on or off based on your lead generation needs.

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Ultimately, your secret recipe for unparalleled marketing success requires ingredients both in and out. Together they increase the quality of your marketing, solve customer problems and reflect the excellent news from your company.

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