Every marketer does it differently. Marketers have the freedom to choose their preferred tactics and approach, whether they are in-house or big-box companies, or boutique businesses. Marketers have the creative freedom to respond to changing customer preferences by creating new trends.
It can feel like traditional “outbound marketing” is impossible in this modern, inbound-obsessed world. Focusing all our marketing dollars on inbound can cause us to miss opportunities to connect with traditional methods. Marketers are increasingly adopting an integrated marketing strategy that combines outbound and inbound strategies through HubSpot platforms.
Do you still need to sell? Are we not yet sold? We’ll then show you how to integrate outbound tactics with inbound strategies to increase your return on marketing investment (ROMI).
Event Marketing
Event Marketing is a classic example of “you had better be there.” Tradeshows and special events are a niche in marketing that other technologies and internet content can’t reach. Live demonstrations and face-to-face interactions at tradeshows allow for unique engagement that will enable prospects to understand what the company offers.
B2B marketing plays an even more significant role when tradeshows allow businesses to connect with decision-makers and establish personal relationships before purchasing. 46% of B2B marketers include tradeshows and other events as one of their top sources for sales leads and marketing leads.
Event marketing is a business’s best friend.
Design and marketing support to ensure that tradeshow materials (banners/business cards, leave-behinds, promotional items, etc.) are attractive, consistent, and on-brand.
Regularly update their materials to keep them current with brand changes and provide up-to-date information.
To develop engaging and new ways to obtain leads. For example, QR codes placed on tradeshow materials allow prospects to use their phones or tablets to access a lead-capture form.
Follow up with leads quickly, ideally within 24 hours, while the event momentum is still high.
Tradeshows can be used as an outbound strategy to complement inbound marketing. They allow for an “in-person” version of inbound marketing (attract. engage. delight).
Because the materials are informative, well-designed, and on-brand, prospects are attracted to a company’s booth.
Prospects talk to company representatives and decide they’d like to join an email list and learn more about the company.
Prospects are thrilled when the company quickly reaches out and follows up using the contact information they exchanged at a tradeshow.
Advertisement via Pay-Per-ClickThe modern market mindset is so ingrained in digital tactics that even inbound-obsessed marketing professionals lump online display advertising and pay-per-click (PPC) advertising into their established tools. They see them as part of inbound.
These ads, which are paid advertisements that aim to attract prospects’ attention, are an outbound strategy. However, they have the advantage of targeting specific options based on keywords.
Companies must be able to succeed in display and pay-per-click advertising.
Please bid on the correct keywords in search engines to ensure that their PPC ads show up in relevant searches
Target audiences by using location, age, and interests
Write concise, clear copy for text ads to ensure that they only pay for clicks from leads who clicked with intent
Display ads are easy to target because automated retargeting find prospects who haven’t converted to sales since their last visit. However, display ads also have a design component, so companies must be creative. These ads should be engaging with a clear call to action and visually appealing while still being consistent with the brand’s messaging and image.
Inbound content marketing is a critical component of PPC ads. Promoting gated content via PPC search ads increases your reach and brings form submissions (lead converts) that offer new opportunities to engage, delight and delight.
Advertisements in Print
Print advertisements may not generate many qualified leads, but every leader can become a customer who will spread the word about your company. Print advertising can provide a unique opportunity to combine essential details and eye-catching design.
PPC and display ads are more detailed than print ads. They also speak to your company’s unique selling points. Print advertisements should be placed in industry journals and trade papers. You can reuse copy and creativity from print advertisements and then add more information to make your print ads informative.
Outbound Emails
Email marketing falls on both ends of the inbound/outbound line. Inbound emails are those sent to prospects who have indicated an interest in your company through filling out forms or talking with a representative on your website.
Outbound emails are sent to contacts who didn’t complete a form or submit their email address directly to your company. These contacts can be obtained by purchasing a contact database.
Because email is the most used and checked communication channel, outbound email is crucial. Email is the communication channel with the highest engagement. Nearly all customers check their email at least once per day.