Outbound marketing: definition and strategic advice

Outbound marketing: definition and strategic advice


Marketing holds a special place in our society and advertising messages flow in daily. Brands compete to gain visibility and notoriety among potential buyers of their products or services. They also want to enhance their brand image.

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This is why they implement targeted strategies such as outbound marketing, to go directly to the consumer. He is then strongly solicited since he becomes a target to entertain and interest.

What are the characteristics of outbound marketing?

Outbound marketing is a strategy that relies on a large-scale distribution and on the questioning of the consumer by advertising messages. It seeks to reach the customer where he is. This marketing strategy is enterprising and straight to the point. Indeed, the objective here is tomeet the customer to sell a brand’s products. Large-scale distribution through the internet, television and flyers makes it visible from everywhere and enters the consumer’s mind more easily.

Outbound marketing in the physical world

In the physical world, outbound marketing can be found in different forms. First of all, this marketing strategy can for example be implemented through advertising displays and or flyers in places frequented by the targeted customers. Then this can be visible inside press releases.

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Outbound marketing in the digital world

Today, the digital world takes a preponderant place in our society. This is why outbound marketing is present there in a dematerialized way. The latter reflects in particular its presence within advertising banners on sites that correspond to the target audience.

Outbound digital marketing can also be found in the form of email campaignsof SMS and of social media advertising. These are targeted advertisements according to the target customer (age, profession, areas of interest). Finally, the use of campaigns Google Ads is sometimes used by brands in order to appear at the top of search results on Google. We are also talking here about paid referencing or SEA.

Why use outbound marketing?

Choosing the outbound marketing strategy for a business can effectively differentiate itself from competitors. It is also a way to support a marketing action plan and to accentuate the development of a company while reaching the target audience more quickly. Then, the mass distribution tools used by outbound marketing make it possible to increase the visibility of the brand and to be placed in a good position in the search results on the Internet. Finally, this innovative marketing strategy promotes the targeting of specific customers who might be interested in the brand in question and its various products or services for sale.

What are the best practices to adopt with outbound marketing?

For this marketing strategy to be effective and synonymous with positive impact on the brand, a few essential rules must be respected. First, it is best to avoid resorting to buying email lists and sending bulk unsolicited messages for the potential customer. This risks tiring him out and having the opposite effect. Conversely, the use of LinkedIn, for example, is recommended for generating leads. Focusing on the right distribution channel and establishing a clear plan and tracking results to measure ROI is the first step. Then, to improve your chances of success, it is possible to invest in CRM software to better control interactions and monitor the progress of the marketing strategy put in place.

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What are the characteristics of inbound marketing?

Outbound marketing is not the only marketing solution for brands. There is also the technique of inbound marketing. The latter, also called “inbound marketing”, aims to seduce its potential customers by offering them quality content with added value. The main objective is to get the customer to take an interest in the brand themselves by conveying a relevant and personalized message. This digital strategy is based in particular on SEO and the user experience. Inbound marketing techniques involve writing articles, sending newsletters or even creating podcasts, videos and webinars. These different media are intended to answer the questions of potential prospects. It is also an effective way to establish a relationship of trust with the customer and at the same time create adherence to the values ​​of the brand. Inbound marketing puts the customer journey at the center of its strategy. Indeed, this goes from the awareness of the customer (the search for the need) to the consideration (definition of the need and the solutions to fill it) through the conversation (with whom to fill the need?).

The main differences between the two strategies

Outbound marketing and inbound are often presented as being in opposition. However, although they are different, these strategies can also sometimes complement each other. The main difference between the two stems from the approach. Outbound marketing directly presents its products and services while inbound marketing develops real in-depth communication. The goal here is to leave it to the consumer to discover the brand and the items on their own. Outbound marketing is a door to the outside since the brand or the company goes directly to seek its consumers.

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Inbound is more of an incentive for the customer to enter voluntarily. The strategy proposes an interactive communication with qualitative content while the outbound imposes a one-way communication with the sending of marketing, promotional and advertising messages. We can consider that where inbound marketing will “propose”, outbound marketing, meanwhile, will “impose”. Finally, inbound marketing focuses on the customer while outbound focuses more on the product to be sold.

Which marketing strategy to choose?

The choice of which strategy to adopt depends on several factors such as the growth ambitions and objectives of a brand. HubSpot recommends using inbound marketing more (or at least partially) which is generally less invasive than outbound marketing. Inbound marketing is a qualitative strategy that offers the customer a personalized and unique experience. Loyalty is only greater.

This strategy also solves some problems encountered in outbound marketing (company perceived as intrusive or prospects not interested in the product). However, inbound marketing takes a long time to set up and requires greater human resources. It is therefore necessary to be patient in order to discover the positive repercussions linked to the implementation of such a marketing strategy.

The two techniques of outbound marketing and inbound marketing are different in their approach but can complement each other depending on the needs of a brand. Indeed, it is possible to combine the two techniques to get the best out of each and thus improve the positive impact on a brand. However, inbound marketing remains a more recommended technique because it offers the customer a unique experience in every way.

To go further, download this introductory guide to closed-loop marketing and learn howHow to close the loop between marketing and sales.Introduction to closed-loop marketing

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