Tips for Transitioning from Outbound Marketing to Inbound Marketing
A number of companies have come to realize that inbound marketing works better for them than outbound marketing, and are thus transitioning campaigns.
Trade shows, email blasts, direct mail, cold prospecting, and various other efforts that hope to bring the company in the target market by pushing the company message out to the world are all outbound marketing tactics.
On the contrary, blogging, content marketing, websites, social media, conversion optimization, and digital marketing that helps attract, nurture, and convert any ideal buyers on the basis of their interests and needs are a part of inbound marketing.
The go-to approach for lead generation and marketing for a long time was outbound, however, in the recent past, with businesses being able to build more predictable and scalable systems for growth, inbound marketing has taken over. It resonated the analogy of farming against hunting.
It is important you know that you can transform and reuse much of your outbound marketing material, thus not losing out on all the work already done.
Switch Direct Mail to Permission Based Email and Blogs
It is important that you create a pop-up or sign-up page on your website that allows your visitors to subscribe to your email list rather than blasting out physical mailers. You would get a clear picture of who really wants insights and news from your website, while the direct mail you designed online can still be used in a similar format, just in an email template. To provide your subscribers with promotions, industry analysis, or company news, email marketing can prove to be an excellent way.
You could also build a blog that may attract potential clients for the quality of content and thought you deliver. Your blog must remain active as HubSpot study reveals that you could get three time more traffic if you post over 16 times a month than having less than four posts a month. You could plan a content calendar and write on topics that address your buyer’s pain points.
You could still depend on graphics from the sell sheets, flyers or sales decks planned initially to create a visually appealing blog for your website. At the bottom of the blog, in order to drive conversions, you might use a similar call to action as was on the flyer.
Move Print and TV Ads to Social Media Ads
It is sensible to invest in targeted social media ads with the time people spend on social media daily being on a rise. Through social media you could reach your potential buyer as they use highly targeted algorithms while the print ads would reach out to general masses who may not be interested in your business.
Moreover, a single ad can be replaced by multiple sets of ad copy that help you figure which gets the best response from target customers. You must eliminate wasteful, mass marketing, focusing on selecting ideal buyer profiles or personas as target audience for your social media ads.
Change a Traveling Seminar Series to a Webinar (Or Shift Tradeshow Budget to Digital Demos and Content Marketing)
With most talks and seminars being hosted online, you could save on the resources spend on travelling to deliver the talk and put it rather into a webinar series and corresponding collateral. You may also choose to engage with your audience that seeks to know more on a certain topic and let them clear their queries and doubts. You may run a social media campaign supporting this effort simultaneously. The webinar can be reused too by turning it into social media posts, blog posts, a white paper, or a SlideShare.
Stop “Appointment Setting” and Start Pairing Consultative Selling With Lead Generation
Appointment Setting campaigns have low ROI and can turn invasive and annoying for companies. With such a huge volume of spam, a company’s reputation and email deliverability rates too can get hampered.
You could consider building inbound leads and focus on responding to them promptly than sending appointment setting emails and cold calling from those among purchased lists in large volumes.
You can lay focus on providing teaser demos, educational content, inspirational examples, case studies, webinars, etc while training the sales team to enhance the conversions by being more consultative in their approach. The process must focus on being a value-adding, problem-solving mission than being like an interrogation.
Scale with Automation and Analytics
With outbound marketing tactics being immeasurable, you cannot automate certain parts of them. This problem with outbound tactics harms the growth prospect of your company.
You can, however, be more precise about how to speak with buyers based on their individual needs, interests, and stage of buying process when using email tools. You can measure what efforts lead to which outcomes, and business can scale what benefits them most and discard what doesn’t when using advanced automation and analytics. You get a much more accurate view of how well your target audience is responding to the key brand elements like value propositions, messaging, and product delivery purposes with the switch to a data-driven approach.
Automation also lessens the burden of various marketing tactics, with certain tools enabling you to know who gets what email when whereas analytics helps you track and understand whether the email was successful for the business or not.
Thus inbound marketing will help businesses have an idea of which marketing strategy works best for them and how must they scale to meet growth goals. It will enable businesses to make data-driven decisions than simply guessing on what to change. There is a rapid decrease in outbound tactics, ever since inbound marketing tactics have proven their success and become mainstream.
May 13, 2018