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What Is Outbound Marketing? Types, Key Channels & Best Practices To Boost Your Sales

🎯🙎‍♀️🧲 The goal of outbound marketing is to “reach out” to potential customers.

The definition of outbound marketing has changed over time. Sincerity dictates that it hasn’t always been great. Outbound marketing is probably best known for its bothersome push marketing.

💁‍♀️ In other words, any form of marketing that pushes a product or service on you without even attempting to be personal includes telemarketers, cold calling, that delightful junk mail you always throw away, and so on.

It isn’t important and relevant, it’s typically inconvenient (ahem, telemarketers who call during dinner time), and it typically doesn’t put you in a good mood to make a purchase.

🤔 However, now that we’re clear on how awful outbound marketing once was, we can discuss what outbound marketing is and how it can be successful and useful in the present.

There are better, more effective, and more beneficial ways to implement outbound marketing, so we’re going to concentrate on effective outbound digital marketing even though some businesses still rely on outdated strategies like telemarketing.

🚀 Without further ado, Let’s jump right into it……….

👉  What Is Outbound Marketing?

A wide range of people is simultaneously targeted by different marketing strategies and techniques known as outbound marketing. A few of these are content syndication, cold emailing, cold calling, trade shows, and traditional and digital advertising.

The opposite of inbound marketing (pull marketing), where prospects find you while looking for solutions to their problems, is outbound marketing.

With the development of inbound marketing, outbound marketing or push marketing strategies have received a bad rap because of their alleged intrusiveness. 

Outbound marketing is often criticised for being too aggressive because it uses a carpet-bombing strategy to reach as many members of the target demographic as possible. Keep reading this complete guide to What is Outbound Marketing to get in-depth knowledge of it.

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👉   Inbound Marketing Outbound Marketing?

In order to get people to respond by buying your product, outbound marketing depends on purchasing ads, acquiring email lists, and maximising brand awareness and exposure.

On the other hand, inbound marketing emphasises capturing audiences with excellent content that matches their interests, increasing awareness and engagement, and nurturing the audience until they convert.

Inbound marketing attracts customers to you because you target audiences who are interested in, or actively looking for, your services or products rather than blindly advertising to a large audience who may not be receptive to your messages.

Another significant distinction between inbound and outbound marketing is that while outbound uses both offline and online tactics, inbound primarily concentrates on the online environment.

Here is an overview of how inbound and outbound marketing differ from one another:

inbound & outbound Marketing

👉  Overview of Top Benefits of Inbound & Outbound Marketing

  1.  Inbound:
  • Global reach with enormous potential
  • Ability to target appropriate audiences with particular messaging
  • Ability to track audience behavior & maximise campaigns
  • Overall inexpensive costs less than outbound marketing
  1.  Outbound:
  • ideal for specialised local audiences
  • a crucial component of omnichannel marketing
  • Appeals to audience segments who are not digital natives
  • Strong focus on promoting brand awareness

You can start to determine which marketing strategy is better for your business by weighing the advantages and disadvantages of inbound vs. outbound marketing. You don’t have to rule either out completely, especially if you’re working with a big budget.

When making your choice, take into account your budget, business objectives, target market, geographic location, and product or service offerings. Keep reading this complete guide to What is Outbound Marketing to get in-depth knowledge of it.

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👉  What Are The Key Channels of Outbound Marketing? 

You may be familiar with the terms above-the-line (ATL) and below-the-line if you are familiar with traditional media or advertising (BTL).

What do these terms mean, and what are some ways that you can increase your reach and boost sales through outbound marketing? To get you started, consider the following seven outbound marketing channels:

1-  Traditional Advertising

Traditional advertising also referred to as above-the-line (ATL) advertising, uses platforms like billboards, radio, print (newspapers, magazines, etc.), and television.

Traditional advertising techniques enable you to reach a broad audience, but they lack advanced targeting capabilities. Brand awareness campaigns and other top-of-the-funnel activities work well with ATL advertising channels.

Traditional forms of advertising are still effective given the number of people who regularly watch TV, listen to the radio, or read newspapers, despite the widespread scepticism surrounding their efficacy.

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2-  Digital Advertising

The first digital advertisement, which appeared in 1994, didn’t have a lot of targeting, but after 25 years, the digital advertising sector is at its most advanced.

Just to show you how diverse the advertising landscape is, here are a few examples of digital ads:

  1. Search engine marketing (SEM)
  2. Display ads
  3. Social media ads
  4. Over-the-top (OTT) ads
  5. Email ads
  6. Native advertising
  7. Video ads

You can target your audience with digital ads using a variety of criteria, including their demographics, locations, psychographics, behavioural traits, interests, and habits. Furthermore, this is only the tip of the iceberg.

You can connect with an even broader audience segment by using sophisticated targeting techniques like retargeting and custom audiences. Due to their precise targeting capabilities, digital advertisements are considered below-the-line (BTL) advertising. Keep reading this complete guide to What is Outbound Marketing to get in-depth knowledge of it.

Example of a Search Engine Marketing (SEM)/Pay-Per-Click (PPC) Ad

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3-  Broadcast media

Traditional outbound marketing channels used by brands to promote their goods and services include broadcast media like television, radio, newspapers, and magazines.

Broadcast advertising campaigns frequently cost more than other channels, but they also generate widespread awareness and are essential for boosting sales for B2C businesses with a wide customer base.

The explanation is straightforward: B2C products have a wider market appeal than niche or specialised B2B businesses.

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4-  Through-the-line (TTL) Advertising

In TTL advertising, both ATL and BTL ad types are included in the brand’s promotional strategy. For instance, a company might run an awareness campaign on social media, television, and in newspapers.

TTL can also refer to digital out-of-home (DOOH) advertising, an up-and-coming ad format that uses static ads on outdoor media. Keep reading this complete guide to What is Outbound Marketing to get in-depth knowledge of it.

5-  Cold Calling

The most infamous type of communication is telemarketing or cold calling. In cold calling, a salesperson contacts a database of individuals who could be prospects in an effort to determine their level of interest and turn them into paying customers.

Since the salesperson typically hasn’t spoken to the customer before, the practise is known as cold calling. Warm calling is the next stage of telemarketing after a prospect expresses interest in your offerings.

Due to factors like do not disturb (DND) service activation or recipients who are unwilling to participate in the call, cold calling is one of the trickiest marketing/sales techniques to increase sales.

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6-  Content Syndication

In content syndication, you post your content on a website owned by a different party. It might be a guest post, a thought leadership piece, an interview, or a restatement of one of your website’s already published articles.

Brand collaborations, in which you work with another brand to produce a compelling piece of content, such as a downloadable guide, can also occasionally result in content syndication.

Platforms for content discovery are distant relatives of content syndication. Native advertising includes content discovery platforms, which enable advertisers to publish their content on websites run by third parties. 

Platforms for Content Discovery Like Outbrain Place Your Content Ads on Third-Party Publishers to Increase More Traffic

Advertisers prefer native ads to extend the reach of the content because content discovery platforms require publishers to generate a minimum fixed monthly traffic (roughly 10 million page views per month) in order to be eligible to place native ad slots.

7-  Events and Tradeshows  

Events and tradeshows give businesses the chance to interact directly with their customers and prospects in order to generate leads, convert prospects, or keep hold of current clients.

Businesses can host their own events like Dreamforce by Salesforce or take part as sponsors or attendees in conferences or events that are organised by a third party.

Pre-buzz activities, which include the above activities, are crucial to the success of conference participation. Keep reading this complete guide to What is Outbound Marketing to get in-depth knowledge of it.

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8-  Email Marketing (one-to-one)

Similar to this, customers who are in various stages of their customer journeys approach problem-solving in various ways.

You can therefore reach the right prospects with the right message at the right time by mapping content to various stages of the buyer journey. Because of this, it’s crucial to create workflows that take the buyer’s journey into account.

Example: Grammarly uses outbound marketing to upsell subscriptions by sending out promotional emails.

Email marketing’s classification as an inbound or outbound tactic has been debated, but any push technique, regardless of whether the customer has consented to receive it or not, falls under outbound marketing because the sender initiates the communication.

Organizations can connect with a large subscriber base through email marketing to find a variety of opportunities.

Here are 9 types of emails you can send to your subscribers & customers:

  1. Welcome and onboarding email sequence
  2. Lead generation, nurturing, and follow-up campaigns
  3. Weekly newsletters
  4. New product/feature launch
  5. Product feedback, survey
  6. Customer retention campaigns
  7. Discounts, offers or customer loyalty campaigns
  8. Upselling or cross-selling emails
  9. Cart abandonment emails

Transactional emails are not included in outbound marketing because they are sent to customers to inform them of orders, purchases, returns, etc. 

Note: Inside sales refers to the process of generating sales by combining cold/warm calling and email marketing. Keep reading this complete guide to What is Outbound Marketing to get in-depth knowledge of it.

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9-  Email marketing (one-to-many)   

Sending emails to prospects with links or information on your products is the basic idea behind email marketing. It used to be that sales teams would only engage in direct, outbound activities like this.

However, this is now solely a marketing role, specifically inbound marketing, due to the abundance of affordable and, in some cases, even free-to-start mass email marketing tools.

Intelligent audience management and segmentation, where various email sets and workflows are used to target various groups of database users, significantly improves the effectiveness of email marketing.

This segmentation is typically carried out based on the various levels of sales potential distributed across the purchase funnel.

For example, Identifying and classifying your audience into those who are in the solution awareness stage, evaluation stage, or decision-making stage will be necessary if you have a 1,000-person email database for your product marketing.

To advance them through the funnel and eventually turn them into satisfied customers, each stage requires a different set of messages.

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👉   8 Best Ways To Get Better At Outbound Sales 

#1-  Target the Right Leads 🎯💁‍♀️🧲

As we mentioned earlier, one benefit of outbound sales is that it enables you to target your ideal clients. You can tailor your content marketing strategy for inbound sales to a specific niche, but that doesn’t guarantee that customers will come to you.

On the other hand, outbound sales allow you to select the precise type of customer you want to target before contacting them.

This doesn’t help you much, though, if you’re going after the wrong demographic.

In order to improve your outbound sales, you must target the appropriate leads. Spend some serious time creating a thorough customer profile by posing inquiries like these to yourself:

  • How large is the company?
  • How much revenue do they generate?
  • What role does your target have within their company?
  • How long has the business been operating?
  • What sort of technology are they using?
  • What are the biggest issues facing that company or that niche?

The more detailed your ideal customer profile, the more effective your targeting will be. By doing this, you can be sure that your sales team is focusing its attention only on the best leads. Keep reading this complete guide to What is Outbound Marketing to get in-depth knowledge of it.

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#2-  Surround Yourself With The Right Team 🙎‍♀️🙎‍♂️👩‍💼

Teamwork is important in sales. If you want your business to expand, your team must consist of the best individuals working effectively.

Unfortunately, far too many companies employ less-than-ideal sales personnel. You should regularly evaluate your own sales team to see if they are the right fit for the position.

What characteristics characterise the top sales team? To begin with, they are all driven individuals who want to see your business succeed. They enjoy the prospect of closing deals and are constantly looking for ways to develop their abilities.

You may want some people who are excellent on the phone, others who can write really great emails, and others who are good at prospecting and qualifying leads, depending on how your sales team is set up. In some circumstances, you’ll need people who are adept at all three.

Monitor the progress of your sales team as they work. What number of sales do they make each month? How many calls are made by them each day? What is their rate of rejection?

By keeping track of some concrete metrics for each member of your sales team, you can compare them to one another and decide whether to give the underperforming team members more support or let them go.

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#3-  Know Your Value, Then Promote It 💰📢💹

Knowing your own value is crucial to any sales pitch. Why would a prospective client pick you over a rival? Or why would that customer choose you at all if you don’t have a direct competitor? Too many companies try to cater to everyone’s needs or satisfy every conceivable customer.

Your company ends up sounding generic as a result of this strategy. Instead, you should consider the specific value you’re providing and the reasons your leads should work with you as opposed to someone else.

After giving it some thought, narrow it down to a few key points. Then, you should promote these important points at every possible opportunity. Send out a newsletter mentioning them. During phone calls, bring them up.

When you are networking at events, mention them. After speaking with a member of your sales team, potential customers ought to understand exactly what you offer and why you’re the best choice for them. Keep reading this complete guide to What is Outbound Marketing to get in-depth knowledge of it.

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#4-  Use Multiple Lead Sources 💁‍♀️🧲💲

There are numerous ways a company can go about obtaining leads. If you discover that your outbound sales are having trouble, the issue may be that you’re not getting enough different leads.

For instance, a lead database will be heavily utilised by some businesses. They work well for providing the contact details of dozens, hundreds, or even thousands of potential customers. However, they are not the only choice.

You might use a lead database in addition to other resources like Twitter, Facebook, LinkedIn Navigator, local business directories, and more. While there will be some overlap between these different sources, there will also be a tonne of new targets.

If your company is only using one or two lead sources at the moment, try adding a few more to see if it helps to fill your sales pipeline.

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#5-  Avoid Shady Marketing Tactics 📢🚀📲

Marketers frequently employ dubious and ineffective strategies in their pursuit of quick gains. Purchasing email lists, sending unsolicited bulk emails, omitting an unsubscribe link from emails, etc. are a few examples of this behaviour.

These strategies are not only inconvenient for the recipient, but you risk receiving a severe fine for failing to comply with regulations like the GDPR.

Before sending users promotional emails or text messages, be sure to get their express permission.

#6-  Introduce an ROI-tracking Mechanism📈📊

Since traditional marketing lacks a strong targeting and tracking system, it is known as the “spray and pray” approach. Even though that is partly true, there are ways to gauge how well your campaigns are working.

In fact, Claude Hopkins, a pioneer in the field of advertising, used A/B testing in experiments as early as 1910. To gauge the effectiveness of each advertisement on sales, he would send variants of the ads.

You can follow these steps as well:

  1. To identify the right source, make unique QR codes for offline media outlets.
  2. Offer a platform-or ad-specific promo code or discount.
  3. You can assess the efficiency of various platforms using net promoter scores (NPS).

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#7-  Integrate the Best Technology 💻📲💹

Finally, when you want to enhance your outbound sales process, the right technology can make a significant difference. In the modern world, it can be challenging to work quickly if your technology can’t keep up or doesn’t offer all the features you require.

There are a few tools required for outbound sales. The sales CRM is the most significant. With a good CRM, you can manage all the data about your prospects and current customers in one location.

You can track data that’s relevant to your sales (like the size of their company or a person’s role within a business) and, in some cases, send out messages directly from the CRM. You can also see how far along your sales process a particular prospect is. Every company that engages in outbound sales needs to have this crucial tool.

In addition, there are a few other tools you should research. Finding new leads for your company is made simple by a lead database, and learning more about them can be done with the aid of a sales intelligence tool. You can also communicate with your team more quickly by using a tool like Slack for team communications.

With the right tech stack, you can increase SDR productivity, and business communication, speed up time-consuming tasks and learn more about your prospects. Consider the areas in which your company is struggling the most, and then look for some tools that can assist you in resolving the issue.

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#8-  Build an Outbound Content Distribution Channel 🚀💲🎯

Syndicating content is an efficient way to distribute content, as we all know. In order to support their content marketing initiatives, marketers must create an outbound content distribution workflow. Keep reading this complete guide to What is Outbound Marketing to get in-depth knowledge of it.

This implies that a predetermined procedure should be followed each time new content is published. Here are a few instances:

  1. Send subscribers an email when new content is posted.
  2. Respond to pertinent inquiries on various forums and include a link to the content piece.
  3. Increase the reach of your content by collaborating with brands and influencers in your niche.

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👉  The Key Takeaway: How Can You Take Your Outbound Marketing Strategy To The Next Level?

Hope you found this complete guide to what is Outbound Marketing helpful. Don’t believe the hype that “outbound marketing” is no longer effective. Marketing should be evaluated based on results rather than your personal bias.

There is no denying that outbound marketing strategies can be highly successful and yield impressive results if used correctly and with the right kinds of customers.

Of course, not all business types can benefit from the strategies that make up the outbound marketing strategy. Furthermore, it’s safe to say that not all businesses want to dedicate significant budgets to outbound marketing or any marketing at all.

💬✍ Feel free to comment below if you have any questions regarding digital marketing blogs & courses. We’d love to read your comments & assist you in solving your problems. 

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Happy Marketing! 😀👉📲💻📢

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