Scribd
Upload
202 views3 pages

Outbound Marketing

Outbound marketing refers to traditional advertising approaches where companies push messages to potential customers, such as TV ads, print ads, cold calls. Inbound marketing relies on customers finding the company, such as through content marketing, SEO, paid search ads. While outbound marketing makes up most budgets, inbound marketing provides better tracking and returns. The document recommends shifting more funds to inbound techniques like search engine marketing.

Uploaded by

Hari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
202 views3 pages

Outbound Marketing

Outbound marketing refers to traditional advertising approaches where companies push messages to potential customers, such as TV ads, print ads, cold calls. Inbound marketing relies on customers finding the company, such as through content marketing, SEO, paid search ads. While outbound marketing makes up most budgets, inbound marketing provides better tracking and returns. The document recommends shifting more funds to inbound techniques like search engine marketing.

Uploaded by

Hari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 3

OUTBOUND

MARKETING
By Hari
22/10/2020

Outbound marketing refers to any kind of marketing where a company initiates the


conversation and sends its message out to an audience. Outbound marketing examples
include more traditional forms of marketing and advertising such as TV commercials, radio
ads, print advertisements (newspaper ads, magazine ads, flyers, brochures, catalogs, etc.),
tradeshows, outbound sales calls (AKA "cold calls"), and email spam.

Outbound marketing is the opposite of inbound marketing, where the customers find YOU when they
need you. Examples of inbound marketing include content marketing, blogging, SEO, and opt-in
email marketing. In addition, paid search advertising is considered inbound marketing, because your
ads only appear when people are searching for products or services that you offer.

Outbound marketing is generally harder to track and less profitable than inbound marketing, yet
ironically, organizations still spend as much as 90% of their marketing budgets on outbound
marketing.

Organizations looking to improve their sales and return on marketing spend would be well advised to
re-allocate an increasing percentage of their marketing budget on inbound marketing techniques.

What's the problem with outbound marketing?


Outbound marketing constitutes the majority of marketing budgets for many
businesses. It's been around for ages and some even consider it a cost of doing business.
Outbound marketing, though, presents a lot of difficulties, and tradition and past
mistakes should never get in the way of adapting to changing marketing trends.
Problems with outbound marketing include:
• Difficulty in tracking return on investment (ROI)
• Increasing blocking techniques (Do not call list, Spam filters, TiVo, etc)
• High cost, low yield.
CRM Daily reports, "nearly half of the companies that implement inbound marketing
efforts see a 25 percent greater return on investment (ROI) on those programs than
companies that do not. The survey found that inbound marketing channels can deliver
up to 30 times the campaign conversion rate of traditional outbound direct-mail
campaigns." Inbound marketing is easier to track, has a higher ROI, and lower overall
costs than outbound marketing. Your next step, of course, is to cut costs and increase
conversions by shifting from outbound marketing to inbound marketing.
Inbound marketing and search engine marketing
One of the most effective ways to capitalize on the benefits of inbound marketing is with
search engine marketing activities. Search marketing is unique in that your customers
start the conversation by searching on a topic – you as the advertiser have the ability to
insert yourself into the conversation. The idea is to create ads and Web pages that will
show up when someone searches for something relevant to your business, making it
easier for customers to find you. Someone who searches for your product or service is a
warm lead, and if you aren't there to catch him, a competitor likely will.
Consider the last time you made a purchase. Where did you go? Did you look for ads in
the Yellow Pages? Attend a trade show? Search for the product online? Most likely, you
answered with the latter, and so did your customers.
To get started with inbound Web marketing, set up Pay-Per-Click (PPC) campaigns on
Google AdWords and author relevant content for Search Engine Optimization (SEO).
The more content on your website, the more reason for someone to land there, and the
easier it will be for potential customers to find you.
Making the shift: moving from outbound marketing to inbound
Initiating PPC campaigns and SEO efforts may sound like daunting tasks, but they don't
have to be. Use the following as a guide to success with search engine marketing. You'll
want to:
• Start with Keyword Research: Use a free keyword tool to build a list of
keywords relevant to your business, so you can start targeting them in your
search campaigns.
• Create Campaigns on Google AdWords: If you haven't already, start with a PPC
campaign on Google, the web's most commonly used search engine, to begin
experimenting with keywords and driving new traffic to your website. Be sure to
include your keywords in the ad copy.
• Optimize Google AdWords Campaigns: Sort your keyword groups by relevance
for the best Quality Score. WordStream's Keyword Grouping Tool evaluates each
keyword and visits generated to provide the most relevant and efficient keyword
grouping.
• Continue Keyword Research: Set up a system to record search queries that
bring people to your site so you have a better understanding what they're
looking for and how you can help. Continously build your keyword list with
relevant, specific keywords for your long tail outreach.
• Generate Relevant Content: Use keyword data to understand market behavior
and write interesting, compelling content about these sujbects on your website
for search engine optimization. The best part about this is that once you start
showing up in organic results, clicks are free!
• Repeat, Prioritize and Optimize: For your search campaign to perform at its
best, these steps should be repeated periodically. Prioritizing tasks and
optimizing campaigns is easy with WordStream's software and workflow tool.
Just as Rome wasn't built in a day, moving to an inbound marketing system is an
iterative learning process, not a get-rich-quick scheme.

Improve your ROI and discover new customers with search engine marketing! Learn
more by trying WordStream free today.

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy