“Outbound marketing is one of the various marketing strategies, where a company or brand sends a message through paid advertisements, attracting the attention of the audience and persuading them to buy a product or service.”
The above is the simple answer we express to our clients and potential client they ask us about this type of advertising strategy.
However, Outbound marketing goes beyond advertising in various media, be it radio, TV, print media, or on the Internet through online advertising platforms.
Outbound marketing allows advertisers to make themselves known to the world and for a person to become a buyer.
This concept is maintained in Digital Outbound Marketing, since a user of Facebook, Google or any other platform that has online advertising is expected to become a potential customer and finally make a purchase.
Do you want to know more about outbound marketing? At Tajarat properties we tell you everything you need to know about this type of marketing.
Outbound marketing: make people know about your product or service (and buy it)
The outbound marketing is a type of traditional marketing that has managed to migrate to digital marketing. This type of strategy is one of the most common and long-lived in marketing in general.
Since its inception, outbound has been committed to obtaining potential customers through techniques that allow them to attract people’s attention and acquire a product or service.
According to traditional marketing, it is “cold door sales”, that is, a sales strategy in which a product or service is offered without the user requesting it.
Outbound marketing = make as much sales as possible
In fact, advertising, and especially outbound marketing, has been around for much longer than we might imagine.
According to experts, the first marketing and outbound marketing effort dates back to 3000 BC. Specifically, it is a papyrus preserved in the British Museum in London, on which many authors and experts have found proof of the first form of ancient advertising.
In the digital sphere, on October 27, 1994, the first advertisement appeared on the Internet, marking the arrival of the outbound marketing sales strategy on the Internet.
In detail, the first outbound digital marketing paid ad was a banner posted on the Wired site.
Responsible for this paid advertisement was the AT&T operator, who paid Wired $ 30,000 to display said banner at the top of the Wired site for a period of 3 months.
A year later, in 1995, outbound digital marketing evolved with the arrival of Cost Per Thousand Impressions (CPM), a charging scheme devised by the search engines Netscape and Infoseek.
For its part, in 1996 the PPC charging scheme emerged, in which the advertiser pays each time an ad clicks on a sponsored link.
Early PPC efforts can be traced back to a directory of various websites called Planet Oasis, which was an application that housed paid ads, presented as sponsored links.
Back then, advertisers paid between $ .005 and $ .25 per click plus a placement fee, that is, to appear in that directory.
It is in 1998 when outbound digital marketing evolved with the arrival of the bidding engine, which was designed by the GoTo.com company.
This PPC charging engine and model continues to this day in both Facebook Ads and Google Ads.
Types of Outbound Marketing
Outbound marketing can be divided into two branches: traditional and digital.
In traditional outbound marketing, an advertiser pays for an advertising space in a medium such as radio, television, or print.
Some more popular types are:
- Radio spots.
- TV commercials.
- Spaces in newspapers or magazines, such as flat or flat media.
For its part, digital outbound marketing has the same premise as the traditional one, but instead of making itself known in traditional media, it seeks to position itself within websites, search engines or social networks, with a previous payment.
Among them are:
- Paid publications on social networks.
- Paid results within search engines, which appear in the first positions.
- Email marketing.
- Banners on web pages.
- Videos paid within YouTube.
As you can see, the premise of outbound marketing, both traditional and digital, is one: reach as many potential customers and sell as many products as possible.
What you should know before starting digital Outbound marketing
Before getting started in digital outbound marketing, it is important to know how you can implement this sales strategy in your business.
As a starting point, it is important that you have already defined a buyer persona, that is, the semi-fictional definition of your ideal customer. In fact we have talked to you in detail about what the buyer person is , what it is for and how you can create it.
Many skip this part of outbound marketing because, according to general belief, this sales strategy seeks to reach as many people as possible.
While this is true, we can achieve better results by defining the specific audience we want to reach, thereby optimizing our budget and increasing sales opportunities.
The buyer persona is one of the core points of inbound and outbound marketing strategies , since they allow us to know in detail who we want to sell our product or service to and their buying behavior.
Especially, when defining our buyer persona, we will be able to know how our potential client prefers to receive information from our brand.
Do you hang out on Facebook? Or maybe on Twitter? Do you actively Google or prefer to see reviews on YouTube?
It should be noted that the goals, needs and behaviors of your buyer persona will change over time; By listening to all this, we can have an overview of what the potential market is looking for and thus improve our outbound marketing campaign.
This will allow optimizing the way of publicizing your product through paid ads on online advertising platforms.
The best suggestion we can give you in blue world city islamabad housing society is to show your potential customer, through your paid ads, how your product or service can help them improve their day-to-day tasks and achieve their goals.
After defining the buyer persona for your outbound marketing strategy, it is also important to know what PPC is and what it is used for.
It should be noted that to enter outbound marketing it is important to know about Pay Per Click, which is a charging scheme in which the advertiser pays for each click that his ad receives.
Why? Knowing about PPC will allow us to know how online advertising platforms work to show our paid ads to a target audience, the cost invested and the results we obtain with our budget.
Keep in mind that PPC always seeks to obtain the highest Return on Investment (ROI) possible with the budget that we assign to our outbound marketing strategy.
For this, knowledge of various techniques is required that allow advertisers to obtain the highest number of conversions – that is, for a user to perform a desired action on our website – with the budget that we have allocated to our outbound sales strategy.
We recommend keeping two key concepts in mind: segmentation and optimization.
The segmentation , as its name suggests, allows us to reach audiences defined according to their behavior and different demographics previously defined in the individual buyer. In this way, we reach people who have a greater tendency to be interested in our product.
With the information from your campaigns, another important step is optimization , which means that, based on the data obtained from our campaign, making key decisions to improve results.
Some of the metrics of your paid ads that you should take into account are the conversions achieved, conversion rate and cost per click, reach, this with the aim of improving ROI.
For example, you want to sell video calling software and you are about to start an outbound digital marketing strategy to promote it through Facebook Ads.
Your hypothesis indicates that the software will be useful for men and women between 25 and 60 years old, dedicated to industry, education and services.
However, after a few days of running your campaign, the results of Facebook Ads show you that the people who have visited your site the most, through your paid ads, are men between 35 and 40 years old from the industrial sector.
That is when it is time to optimize, allocating your outbound marketing efforts to that sector most attracted to your product and thus optimize the spending of your budget.
It does not matter if you will be in charge of taking charge of your company’s paid ads, or you will have the support of a PPC specialist: knowing the metrics and results of your PPC strategy will allow you to make decisions about the budget of your marketing campaigns. outbound digital marketing.
Based on your buyer persona, it is also a priority to choose the online advertising platform in which you will launch your digital outbound marketing efforts.
There are several online advertising platforms: without a doubt Facebook Ads and Google Ads – formerly Google Adwords – are the two best known on the Internet.
Many users tend to see them as rival platforms, in fact we have already made a comparison between Facebook Ads and Google Ads and which is the best for your business.
When we carry out outbound marketing campaigns we recommend that you answer the following questions: Does my buyer persona actively use search engines? Do you spend time on social networks? And, which of all of them is the one you use the most?
This will allow you to choose a platform, be it Facebook Ads or Google AdWords, or combine them in such a way that you can have a presence in both in order to reach as many users as possible.
Outbound Marketing vs Inbound Marketing, which one should I choose?
Inbound and outbound marketing should not be seen as two rival and separate marketing strategies. In fact, both types of strategies can actually be used together to achieve your business’ sales goals.
Inbound marketing aims for users to get to know your product organically through a customer attraction strategy that includes content marketing strategies, SEO, email marketing, among others.
Although it is possible to obtain sales through inbound marketing, outbound marketing will allow you to potentiate your reach, and with it your sales objectives, by obtaining greater reach through paid ads on online advertising platforms.
That is why at Aloha! We recommend our clients to implement inbound and outbound marketing to achieve their goals. Of course, based on the definition of buyer personas, marketing and sales sales objectives, among other characteristics, we define the effort that we allocate to one or another type of strategy.
Another factor that you should take into account when choosing the distribution of your inbound and outbound marketing efforts is, without a doubt, the budget that you are willing to invest in campaigns with paid ads.
It should be noted that not all campaigns have the same cost. One tip: outreach campaigns have a lower cost than those aimed at conversions, such as those that want the user to fill out a form or make a purchase.
Similarly, when opting for inbound or outbound marketing, you must take into account the marketing history of your company: how have you achieved your sales goals? Has it been mostly through inbound marketing or through an outbound sales strategy?
Give yourself the opportunity to publicize your brand through Digital Outbound Marketing
As you can see, digital outbound marketing uses the bases of its traditional counterpart to make yourself known on the network of networks.
Of course, to get the most out of this sales strategy, it is important to have a clear planning to obtain the highest number of conversions, and with it, increase the income of your business.
As we mentioned in previous lines, take advantage of outbound marketing as a showcase to show how your product can improve the tasks of your target audience.