Applying marketing strategies to run a successful business are the basic requirements for every entrepreneur. To say that “Inbound marketing strategies” are enough for a business to perform well is not correct completely because it’s important for 360 degree performance of any business, one needs to plan “Outbound marketing strategies” as well. Outbound marketing means “Traditional Advertising methods”. It defines any kind of marketing technique where the company actively pursuing the mass prospects and provides information about their offerings.
Why you require Outbound Marketing Strategies for Inbound Marketing?
There is no doubt in saying that inbound marketing strategies are more effective than outbound methods as because of inbound techniques you are able to attract mass audience and they comes to you by their own wish for your products and services. This is more important if you are starting with online-based industry because in that case the presence of your business on the web is the market requirement that time. And you should need to do everything that makes your customer comes to you like take good care of website, creative content, attractive graphics and many more the same unique things. But outbound marketing is direct marketing which a business cannot ditch completely if it really wants to rule in the market. In other words we can say that ensuring a lead inflow early on and then fills up the sales funnel is the result of a well planned outbound campaign. Let’s discuss why we require outbound strategies as because maybe we can find some innovative ideas for our business-
- Profiling of the Prospects- To understand better to whom you are actually selling your products, you need to have prospect’s profiling in a proper way. Profiling is the key function for both strategies inbound as well as outbound. Outbound allows you to reach to those people directly with a tailor message, whom you have attracted from your inbound marketing; means to say that specific group of people who were influenced by your generated valuable content on site. You were already aware about the ratio of the engagements of people with your offerings; you can plan accordingly the outbound campaign. And that finally allows you to design more creative and specific message to draw potential customer towards your brand. Through outbound you have clarity on the points like-
- Which type of people have more interest in your product
- How much interest they have in your product
- You can shape your brand’s profile according to the feedback of people
- Through feedback you may be able to get ideas of usability and quality of your product
- Measurable Speed- For measuring the speed of response in inbound marketing, you need to spend more and more time as because measuring and predictable results are difficult so you need powerful tools to connect the site visitor activity with actual types of people. Whereas in outbound, it can be done on any scale and speed. And it requires involvement and persistent in the long run that helps in creating stable inflow of leads. If you want to increase the leads just purchase more data from the market, you can hire more marketers, outsource the cold calling and many such types of activities. Because of the easy hiring and training most of the marketers applies the outbound methodology.
- For the strong startup- Outbound is a methodology which helps you to acquire customer in very early stage of your business. You can target the potential customers directly in your email list and give live demo and usage of your products and services whether you have content on your website in starting or not. The direct approach enables you to make trustworthy and healthy relation with the customer in early stage of your business because you are physically and directly interacting and clearing the doubts and for that you don’t need lots of videos or any you tube channel in your start up.
- Brand Visibility- It is not fully correct to say that only inbound strategies can build strong visibility of brand, we also have to look carefully on the other side of the coin. Outbound strategies are also work strongly to strengthen the brand visibility. The big banners and road events sometimes effects a lot to the udience. Because from that you can give the usability demo in front of the mass without hiding anything and this enables them to trust on that you are not doing any hanky-panky things with them. One more benefit you get in this strategy that the feedback about your offerings, you are getting on the spot without any delay which will further helps you in reshaping your product or campaign according to the requirements of your potential audience. You have to cover overall brand value even without completely depending on any one form of marketing.
- Fight with Competitors- As we all know when we jump in the market to start any business then we have to face a lot of competition from starting it till the end. So, we have to ready with all the weapons of the market to compete with the upcoming situations. And in that case we can’t leave any marketing strategy to target the mass audience especially when your competitors hitting the market at 360 degree level. There are many cases in which you can’t depend on only emails or blogging and there you need to plan strategically. You can’t wait for self response of customer in that case otherwise the chances of losing the potential lead can be increased more as because may be the competitors also working on the same lead in more creative and effective manner.
Hence, for the steady growth of the business, one needs to work with applying both “Inbound” as well as “Outbound” marketing strategies. For the successful running business, we always have to keep this mind that outbound works best when it complements inbound. Always remember that first you have to reach to your target audience then raise their interest and then finally they look up for you by consuming your marketing content.