This article provides a complete step-by-step guide to ensure that your outbound marketing actions are conscious, allowing you to plan a more prosperous future with less expense.
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What is outbound marketing?
In short, outbound marketing is the traditional way of actively reaching out to consumers. Also known as interruption marketing, it is related to conventional ways of offering a solution to the public.
Basically, these are the most used tools in outbound marketing:
TV and radio commercials;
leaflets;
billboards;
advertisements in newspapers and magazines;
telemarketing (popularly called cold calling).
In addition to these resources, the advancement of the internet has brought new possibilities to the strategy, such as:
sponsored links and banners on websites, both using Google Ads as their main platform ;
advertisements on social media, such as those made through Instagram Ads, for example;
video advertisements on YouTube .
The main benefit of this type of methodology is that, with it, your business is able to segment its campaigns and reduce costs by reaching only its audience.
Furthermore, you can monitor the data generated by each of them to adjust them and optimize the return on investment ( ROI ).
Want to know more? Watch:
3 Outbound Marketing Examples
To illustrate what Outbound Marketing is, check out 3 examples of companies that use this strategy on a daily basis.
1- Plug
Pluga participates in fairs and events to expand the results of its brand, as shown in the image below :
Source: Instagram/Pluga
2- I added
Somei joined forces with Cora to promote the brand and capture leads .
Source: Somei's Instagram
3- NFE
NFE.ie hosted a webinar with the Vindi team .
Instagram: NFE
What are the differences between inbound and outbound marketing?
In general terms, these are the main differences between inbound and outbound marketing:
Inbound marketing: stimulates the interest of new zealand business fax list potential consumers through useful materials, that is, in an indirect approach;
Outbound marketing: uses a direct approach, supported by TV and radio commercials, telephone calls and advertisements in newspapers and magazines.
Traditionally, much of the market believes that inbound and outbound marketing are opposites.
In fact, as we saw above, the inbound proposal is different: instead of the company actively going after consumers, the objective is for them to reach it naturally.
This happens through SEO materials and strategies . So, when a user searches for a topic associated with the business niche, they will come across that company's page and start the relationship.
However, be careful !
Although they are distinct methodologies, they are not suppressive.
Let's suppose that, when nurturing a lead , you realized that they were not ready to purchase your solution at the time of contact.
In this context, you can supply it with the newsletter created by the inbound marketing team, for example.
Before we continue, if you want to delve deeper into these differences, check out this complete infographic on the topic:
Source: Content
How does outbound marketing work?
In short, outbound marketing 2.0 brings together a series of strategies that have been adjusted in line with the modernization of digital marketing.
This was put into practice because, with the popularization of inbound marketing, outbound began to be left aside by companies.
Even so, the strategy could be very well applied by businesses that were looking for new results for their companies.
And, who helps us to better understand this scenario is Aaron Ross , author of the work “ Predictable Revenue ”, which he wrote together with Marylou Tyler .
Ross started in the market in 2002 at Salesforce and was responsible for the brand's sales team.
In it, the professional created a methodology for prospecting clients through the distribution of demands among his salespeople, which is currently used by several Brazilian companies.
In his analysis, not all employees have the same skills and a sales leader should know how to take advantage of the benefits of each one to enhance results.
Based on this premise, he classified the sales team into three roles:
1- Business Intelligence
It is the sales team that conducts a study of companies that are most likely to become customers.
2- Hunters
Popularly called prospectors, they are professionals responsible for the first contact with the lead , to assess whether they are ready to acquire your solution at that moment.
Reading tip: Hunter and farmer sales profile: does the division still make sense for sales?
3- Closers
It is the professionals who close the contract, based on the referral of the hottest contacts made by Hunter.
With this strategy, Ross gained authority in the market, as he was able to increase Salesforce's revenue by around US$100 million.
But what was the secret to this success? We'll tell you!
The ideal formula is to find out who the company should approach during that period. This way, you will be providing the lead with exactly the service or product they really need.
Are you curious?
Learn more details about Predictable Revenue in this video:
3 essential outbound marketing actions for your course!
Now that you know what outbound marketing is and how this strategy works, it’s time to learn some tips to put what you’ve learned into practice. Let’s get to it!
1- Cold calling
Literally translated, cold calling is the traditional telephone call. However, to be successful with this tool it is vital to work strategically.
Below, you will find five tips for making an efficient Cold call:
gather data about the customer before the call;
practice;
develop a sales script;
use a tone appropriate to your persona;
create a value proposition.
2- Personalize contact with the customer
This Zendesk study reveals that customers prefer to spend more with companies that personalize their service.
Therefore, to work with Outbound Marketing, avoid sticking to just one strategy. That is: diversify your actions through WhatsApp , email and other tools.
3- Social Selling
In short, Social Selling consists of prospecting customers through social networks with the aim of generating more business.
In fact, just look at how this data from Opinion Box proves the power of media in contacting consumers:
66% of users have purchased a solution after finding out about it on Facebook .
59% of participants have already purchased a product or service through Instagram .
