Inbound marketing cannot operate in a vacuum. Elements of both Inbound and Outbound strategies are needed to make campaigns effective – this article covers just four of the ways Outbound can be used to make Inbound more effective.
Following on from last week’s article (Inbound v Outbound Which Really Works?), I wanted to dedicate an article to how Outbound strategies and channels can support Inbound tactics and make your efforts more effective.
To recap on some definitions in case you missed last week’s article, the clue to what both strategies entail is in the name:
OUTbound is where you send a message, or messages, OUT to your prospects. This could include email outreach, telemarketing, banner advertising etc. Any marketing where you are actively pursuing a prospect
INbound is where, by producing informative and engaging content, prospects come IN to your site or mailing list of their own volition. This could be through your blog, to download an ebook, signing up for a newsletter or webinar etc.
Something key I want to highlight is the decision does not have to be either/or in these cases – Inbound and Outbound need each other to produce results.
Inbound marketing is fantastic for building a brand presence and awareness amongst your audience, an audience that will be more likely to respect your authority in an area than they would be reading your ‘groundbreaking’ ‘disruptive’ ‘best in the business’ cold email offering.
However, there are drawbacks with Inbound. Just because you have brought an audience to your site and got them engaging with your content, does not mean that they are going to convert any time soon (or ever). Brand awareness and building a presence online takes time – and without those immediate conversions and results, smaller companies and startups may struggle to keep investing in Inbound strategies.
Inbound is great for the long haul, but client acquisition (especially acquiring the RIGHT kind of client) takes time. Outbound in the earlier stages can help fund your inbound investment and help you through the less financially stable stages of a startup. Or indeed, if you are more established, outbound helps you leverage sales from Inbound leads or Inbound audiences.
What Outbound can do is work to leverage your Inbound efforts to actually make a sale. I am going to run through four key areas that Outbound can support your Inbound strategies.