Developing an Outbound Marketing Strategy That Delivers Qualified Leads

ByLauren Watts

Outbounding marketing is a form of marketing in which the company initiates the conversation and distributes information through advertisements. Outbound marketing includes TV commercials, radio ads, print advertisements (newspaper ads, magazine ads, flyers, brochures, catalogues, etc.), tradeshows, outbound sales calls (AKA “cold calls”), and email spam.

Outbound marketing is the opposite of inbound marketing, where you find your customers when they need you rather than the other way around. In addition to content marketing, blogging, SEO and email newsletter opt-ins and paid search advertising pick up the phone to call your local customers for honest feedback about how well their services are performing for them so that you can continue providing an outstanding experience with minimal delays and problems.

As organizations continue to evolve, their needs and objectives change along with how they spend their money. Marketing professionals must work together with sales staff to create a brand new strategic approach and tailor the overall marketing budget towards building stronger relationships and marketing inbound strategies.

 

What’s The Problem With Outbound Marketing?

Outbound marketing is the way to go. It constitutes the majority of marketing budgets for many businesses, but it’s been around for ages, so it’s due for an update. Some people will tell you that outbound marketing is great and that tradition and past mistakes should never get in the way of adapting to evolving trends within the horizon of modernized business practices. They’re probably smart people, but sometimes even smart ideas are a waste of money or time if they have no substance, or worse – no future! Problems with outbound marketing include-

  • Difficulty in tracking return on investment (ROI)
  • Increasing blocking techniques (Don’t call list, spam filters, TiVo, etc.)
  • High cost, low yield

CRM Daily reports, “nearly half of the companies that implement inbound marketing efforts see a 25 per cent greater return on investment (ROI) on those programs than companies that do not. A recent survey found that inbound marketing channels can deliver up to 30 times higher campaign conversion rates than traditional outbound direct-mail campaigns. The study also revealed that inbound marketing is easier to track, has a much higher return on investment, and lower overall costs than outbound marketing. Your next step in shifting from outbound marketing to inbound marketing tactics, of course, is to cut costs and increase conversions by cutting your budget for expensive old-school media like newspapers and TV ads while ramping up your investment in innovative new social media tools like blogs, video sharing sites, and networks.

Making The Shift- Moving From Outbound Marketing to Inbound

Initiating PPC campaigns and SEO efforts may sound like daunting tasks, but they don’t have to be. Use the following as a guide to success with search engine marketing. You’ll want to:

  • Use free keyword tools to find out what your target audience is typing in when they search, and then use this information to optimize the content of your website.
  • If you haven’t already, start with a PPC campaign on Google AdWords, the web’s most commonly used search engine, to begin experimenting with keywords and driving new traffic to your website. Be sure to include all relevant keywords in your ad copy and ad tracking to evaluate if this method effectively grows your business.
  • Sort your keyword groups by relevance to better leverage Quality Score.

One of the best ways to ensure your website gets found in search engines like Google and Bing is to ensure that it has tons of relevant keywords engaging and specific in their context. This will not only make sure people can find you when they’re searching, but it will also send you relevant traffic – which means more conversion and a lower bounce rate! Use market data to understand keyword behaviours, and use this information to create interesting, compelling content published on your website to optimize your search engine results.

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